Writing a cover letter: In your opinion, what's the element that attracts your attention when reading a cover letter?

Highlight the Skills and Brief about experience

Facts and personality. Also how much research they have done about the role/ company. I want to see its not just a mailshot to hundreds of companies and that they are interested in this particular role. I also want to see relevant information for example if they are in sales then i want too see sales/ volumes/ GP figures.

Thanks

In my opinion two things : 

1. Brief of experience ( recent and previous)  
2. Lighting the skills 

Description that reveals that how you are suitable for applied position. 

For me. a good Cover Lettre has to be precise, short, down to business, with all the main life events explained and described well, with all the main assets highlighted and all the requirements mentioned + there should be mentioning of what kind of job this person would like to get