Which target audience is the communication aimed at?
If you want to be incredibly thorough also look at:
- Which previous message(s) have they received – this will help with journey planning
- Most common pain point for this audience
- Highest perceived value you offer to this audience
Which channel does this communication piece use? E.g.
I use this a master heading, with a number of subheadings:
- Is the message compelling (with a strong call-to-action)?
- Is the message relevant?
- Is the message interesting?
- Have you included proof points?
Here you may need a number of subheadings, but find a style that works for you. I like to look at:
- Open rates
- Response rates
- Engagement stats
- Marketing Qualified lead stats
- Web stats
- Unsubscribe rates
Find the measures that most closely align with your business goals and focus on those.
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