Criteria for evaluating communications

Adherence to brand values
Is the tone and look of the information consistent with your brand attributes?
Customization
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?
Educational value
Did you take the opportunity to anticipate unfamiliar concepts or terminology?

Visual appeal
Does the communication look inviting and in keeping with a company’s positioning?
Marketing potential
Does the communication seize the opportunity to cross-sell products in a meaningful, informed way?
Loyalty support
Does the communication thank customers for their business or in some way reward them for extending their relationship with you?
Utility
Is the communication well suited to its function?

Process: Examining Language