Some basic advice on ensuring that you fall into the digital campaign trap
1 - Be a digital Stalker
We all know that you have analytics, we know you can track our movements on your site and we know that you use this information for your marketing. If you are trying to capture my attention though I would suggest you don't throw it in my face "Hi Steve, I notice you have been on our site again this morning at 9:37am is there anyway we can help with etc etc" is the digital equivalent of " Hi Steve, I notice you always take your bins out around 8am while i'm hiding in the bush near your shed, would you like me to come and make your cup of tea for you, I already know you have one sugar?!". Its creepy and its unnecessary. Stop it!
2 - Insult me
Another surefire way to find your email a fast track to my junk folder, insult what I am working on "We noticed your website is underperforming" - Is it? news to me!. Think about what is is you're trying to do, if you're an SEO wizard thats great, maybe I do have time to discuss a business site with you and i'm sure the Webinar you're doing is going to be very informative, but i'll never find out if your opening gambit is an insult.
3 - Send a dissertation to my inbox
The best emails are short, to the point and allow me to make a choice and action quickly. I don't need, want or have time to read a 500 word email about your ground breaking energy solutions, keep it short, keep it simple and give me a CTA that lets me delve deeper.