We believe in treating our user’s inboxes with respect, so the first step before sending an email is figuring out why it actually needs to be sent.

Goals like increasing revenue, building awareness and engagement around new features and reengaging users are all great reasons to send an email.

If you don’t have a goal set for each email you’re sending, you’re just throwing emails into the wind and hoping they perform. Not great.

A quick sanity check and way to figure out if you should send the email is by asking yourself “What product related goal do I hope to achieve with this email?”.

At the same time, it’s important to have specific and trackable KPIs in mind so that you can continue to measure and improve upon the emails that you’re sending.

If you’re sending an email just to send the email, it’s probably one you don’t need to send.