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Executives are very busy people. They receive hundreds of emails every day. To grab their attention you will need to get your point across quickly, at the right moment, make it obvious and in appropriate context. You want their attention but not the attention of their company's spam filters.
Getting your point across quickly
When you are in a hurry, you might ask yourself these questions:
What is this?
How does this benefit me?
Do I need this?
By answering these common questions first, your targeted executive will more likely continue reading.
Grabbing their attention at the right moment
If you think gaining someone's attention at any moment is as good as any, then you are sorely mistaken and the results of your marketing campaign may emphasize that. It is a good idea to consider when your targeted executive may be reading your email. They will have more time and be more likely to actually digest what they are reading if they are contacted during non-work days, typically the weekends.
Getting your message across in the appropriate context
When communicating with an executive, it is important to use their language and terms they are familiar with. If they are confused or don't understand what it is you're trying to convey in your message, then they may simply delete it or completely miss your point, thus rendering your email useless.
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