If you are targeting the construction industry, your prospects may be on a job site wearing a hardhat during the workday, not sitting in front of a computer screen. That's not as outlandish as it sounds. Not everyone is as enthralled with the online experience as we online marketers are. If it's to drive more traffic to your site, think again. That's not a business objective.
Email marketing requires a good deal of planning as well as attention to detail.
You'd better be clear about your goal if you don't want to waste time and resources. This is the most important question, and it's my favorite. You're offering a free download of your software for a trial evaluation. Well, so is everyone else. People don't check their emotions at the office door.