Hello! This a great question and something i work on daily with my team. It's a very unique time since there is so much information being advertised and everyone is getting tons of emails every day. We have found that you definitely need to have a strong and captivating message to draw in the person, they have to have the need or want to learn more about what you're promoting. Also, since people are incredibly busy you have to give them an incentive to take the time out of their busy lives to participate in what you are offering. We have seen that when you incorporate some type of strong incentive/giveaway it's a hook to grab attention and then making certain your message is just as compelling will be the perfect combination.