Telling people things.
WHAT TO SEND
Things the person needs or wants to know.
WHAT NOT TO SEND
Anything sent because it is possible.
WHAT TO ASK OF EACH
Would the person act on this? What happens if they do not see it?
WHAT TO CATEGORISE
Urgent, requiring attention now Informational, worth knowing Promotional, which needs consent
WHAT TO GIVE CONTROL OVER
Which categories they receive, and by what channel.
WHY
Without control, people disable everything.
WHAT TO PUT IN A MESSAGE
What happened What it means for them What to do, if anything
WHAT TO AVOID
Vague subject lines Messages requiring the person to log in to discover what they are about Volume that trains people to ignore
WHAT TO TIME CAREFULLY
Anything arriving outside working hours.
WHAT TO TEST
Whether the message makes sense alone, without context.
WHAT TO MONITOR
Whether people disable them.
