4 Questions That Every Email Should Answer

By February 23, 2011 Email Marketing No Comments

Backstory: I absorb a lot of thought leadership about business strategy, demand generation, marketing automation, digital marketing, campaign optimization, etc. — so our clients don’t have to. When I’m watching a webinar, I open a Stickie note (yup – Mac guy) and whenever something strikes me as pithy, useful, and deployable, I make a little note of it. So, I’ve had this Stickie note on my desktop for about 6 months. It was from a email best practices presentation, and as embarrassed as I am to admit it, I honestly forgot to write down the source. It’s quick though, and I hope they’ll forgive me.

I think it’s good to remind ourselves of the fundamentals — basic blocking and tackling, to borrow a football metaphor.   Here’s a good check list.


  1. WHO is the email from?
  2. WHAT is the topic / subject of this email? What is this email really about?
  3. What ACTION do we want them to take? How should they respond?
  4. WHY should they take that action? What’s in it for them? Why should they care? Remember to lower their perceived risks of taking that action.

Learn how we engage prospects and encourage them to take action. Contact us today.


Author John Common

More posts by John Common

John is Intelligent Demand’s founder, chief strategist and CEO. His energy and enthusiasm for transforming companies with modern approaches to marketing, sales, and customer success is palpable. He’ll happily geek out with you during a 2-hour conversation about your customer journey. He’ll cover any whiteboard or tablecloth in sight with revenue growth strategies, messaging concepts, and program designs. But his primary passion is connecting those ideas to highly executable programs that deliver measurable results.

Leave a Reply