If you are sending out an email message to hundreds or thousands of recipients, first send it to yourself as a test. This seems obvious, but many neglect this step. See how many characters appear in your subject header while it is in bold type before it’s opened. How does the text version look? Then show your email to someone who doesn’t know a thing about what you do or what your email is about. Can he or she make sense out of it? If so, then people within your target audience should get your gist faster. If it doesn’t make sense to your test reader, you may want to revisit the layout, copy, offer – or all of it.