Criteria for evaluating communications
Adherence to brand values
Is the tone and look of the information consistent with your brand attributes?
Is content based on what you already know about the customer?
Structure and navigational ease
Is the purpose of the communication readily apparent, and is the communication easy to use?
Did you take the opportunity to anticipate unfamiliar concepts or terminology?
Does the communication look inviting and in keeping with a company’s positioning?
Does the communication seize the opportunity to cross-sell products in a meaningful, informed way?
Does the communication thank customers for their business or in some way reward them for extending their relationship with you?
Is the communication well suited to its function?