Be persuasive but not demanding in your CTAs and messaging. Personalize your email, beyond the salutation, when possible. Use conversational language, but keep it concise and to the point. Grab readers' attention by bolding, italicizing, and changing the font of your most important points. Remember, not everyone reads every word of an email, but important text that stands out will grab their attention. Make your subject line a winner--if your recipient isn't compelled enough by the subject line to read your email, then all your hard work has gone to waste. A/B test different types of copy and messaging to see what's more effective.