Getting to Your Audience – and to Your Point

Research is more than polling. Good research, for example, is knowing what it takes to open branded emails on the range of browsers and devices used by your target audience.

Sometimes research is using common sense. Such as, keeping it brief and to the point. People are busy and bombarded with "messages." You need to make yours stick out, be useful and be mercifully short.

Follow the example of the Princeton University admissions office in meeting your audience's expectations. It sent 1-word letters of acceptance. The letter said, "Yes."