What are suggestions for e-mail marketing a data backup and co-location company?

I just got a side job to do some e-mail marketing for a data backup and co-location company. The details are in the works now so I don’t have much information but I was just curious what some suggestions, tips and ideas you guys might have for effectively drawing traffic to such a business. I have done some e-mail marketing in the past but it was a bit easier because the company had more appeal to a greater audience. With this new company I feel since the subject matter appeals to a more narrow group on individuals and businesses it may be more difficult to show results from marketing tactics.

Any suggestions?