Plan Before You Write
A short plan keeps the email focused and prevents last-minute mistakes with subscribers, the offer, and timing.
Overview
Most sending mistakes happen before the editor opens. A team starts writing and later asks who should receive the email, what the main point is, whether the offer is ready, or whether the right sender exists.
A simple plan prevents those mistakes. You do not need a long document. You need clear answers to a few basic questions.
What to Do
- Write the goal in one sentence. For example,
Get trial users to attend the setup webinarorTell customers about the new pricing page. - Choose the subscribers. Decide who should receive the email and who should be excluded.
- Choose the sending method: broadcast, sequence, or automation.
- Confirm the sender. Check that the From name, From email, reply-to address, and delivery connection are ready to use.
- Write the one action you want readers to take. If there are three possible actions, choose the most important one.
- Choose the send timing. Some emails are useful now, while others should wait until subscribers are more ready.
- Decide who must review and approve the email before it sends.
Note
If you cannot explain the email in one sentence, the subscriber will probably not understand it in a crowded inbox either.