| Focus on the business purpose and goals of each message |
| Target your unique audience |
| Assure brand and image continuity |
| Design for optimal viewing across multiple platforms |
| Add fresh and interesting design elements |
| Design for the preview pane |
| Position the call to action |
| Design with image-blocking in mind |
| Optimize and test subject lines |
| Optimize for mobile mail users |
| Add a viral marketing component |
| Optimize and test for spam filters |
| Ensure legality and safeguard your reputation |
| Edit for clarity and brevity |
| Proof for syntax and professionalism |
| Test, test, test |
