What this means for your practice
Give the campaign one primary purpose and an appropriate audience. Keep secondary material subordinate so the subject, opening and destination support the same action.
An example to discuss with your team
Read only the subject, first paragraph and main button. Ask a colleague to describe the promised next step and compare it with the actual landing page.
What to discuss with your agency
Read the subject, opening and main link together. Would someone expect the destination they actually reach? Ask the agency to explain how it will judge the intended action, such as a relevant enquiry, rather than celebrate any click anywhere. Secondary information should support rather than obscure that purpose.
Put the brief into practice
Write the intended reader action as one sentence before drafting the email. Then check whether the audience has a relevant reason to receive it under the organisation's approved arrangements. The subject, opening and main link should all support that same purpose. Secondary items can be included when useful, but should not compete so strongly that the main point disappears. Ask the agency to identify the destination that fulfils the promise and verify its current information before sending.
Consider the reader who only scans the opening: would they understand what is being offered and what happens after clicking? Agree how the desired action will be measured and what cannot be inferred from the available information. For a service announcement, a click alone may not show that a useful enquiry followed. Review the complete journey, including the receiving team's readiness, so a successful-looking send does not create interest that the practice is unable to handle clearly.
How to check the result
Measure completion of the primary action rather than treating every open or click as equivalent.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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