Email marketing - Fishing tackle companies.

So I took yesterday and went to a trade show with a buddy of mine. He has a brick and mortar fishing tackle store, although the bulk of his business comes from selling tackle (rods, reels, etc.) on eBay and Amazon.

I rubbed elbows with roughly 100 owners of similar stores, all in the same fishing/hunting niche. Fairly down to earth guys, not the most technologically savvy in the world, but they're not idiots. Most are successful business owners, and have been doing it for more than a few years.

I'm in the process of launching a "local online marketing" company. Websites, social marketing, mobile sites, video production and marketing, etc.

Of the guys I talked to, fully half have no online presence, and the rest, aside from a handful, have horrible web sites. Case in point: Musky Innovations Home Page

This is a multi-million dollar company. The have production facilities making product, they subcontract other product overseas, they have great market share in multiple countries, and are otherwise doing well. Their web site looks like a third grader put it together.

How would you guys approach this list? I'm looking for suggestions towards an email that I could put together, for starters. What do I say, what do I include? I've got ideas, but I'm looking for input. There should be a ton of business here if I can sell it right, but input would be great. I've got a background in manufacturing sales, and have a pretty good idea what works in that world, but this type of thing is new to me. Short and sweet emails with a hook? An honest email saying: "this is what I can do, are you interested?". I'm looking for direction, as I would rather not burn through these guys testing things out. I will if I have to, but input from someone who has "been there and done that" would be great.