Email remains one of the most powerful communication tools, but standing out among the masses is the challenge. From the subject line, to the layout, to the content – you need to make it easy for your recipient to understand what it is you are communicating, and why it is relevant to them. Calls to action must be well thought out, in line with what your core business objective/s behind the communication. Measuring your performance is imperative. Another important factor to take into consideration is respecting the privacy rights of your databases, and being POPI (Protection of Personal Information) and GDPR compliant. The risk to your business of not observing these protocols is enormous. Finally, how does the email look across multiple browsers and on mobile devices? Testing, testing, testing is key!