Do customers see your emails in their inbox and automatically hit “delete”? Or maybe they aren’t seeing your email at all?

If you’re starting to see the ROI for your email marketing campaign take a tumble, it might be time to reevaluate your strategy by asking yourself some basic, important questions.

Do You Have Permission?

One of the easiest ways to alienate customers is to send them emails when they’ve asked you to stop. Make sure that your unsubscribe process is relatively easy and that you respect customers’ wishes when they ask to stop receiving emails. Also, rather than buying a list and blasting everyone on the list with your emails, create a more effective marketing list by using opt-in forms or websites.

Is the Email Relevant?

Take an objective look at your subject lines. The subject line is your best (and only) chance to persuade your customer to open. Make sure that the subject matches the body of the email. For example: might seem obvious, but don’t say something about a free item in your subject line if there’s nothing being offered for free in the email. Clearly.

Some copywriters use popular magazines to get ideas for email subject lines. Not a bad idea as thinking (and writing) more like an editor in your subject lines is an easy way to entice people to read on. Other suggestions: look at ads you love, listen to jingles, watch movie trailers, sift through junk mail. Which of the things you see and hear make you stop and take a second look or a give it a second thought?

Does the Email Have a Purpose?

Never send an email if you can’t state the purpose. For every email message sent, ask yourself whether the purpose is to educate, to launch a product, to deliver a promotional offer or to start a dialogue. If you can’t answer that question, you’ve got a serious problem. Reevaluate the very email – make sure you know why you’re sending it and don’t send it until you do. When your emails seem purposeful, your customers are more likely to respect your strategy because ultimately, it shows you are respecting their time.

In email marketing, quality always trumps quantity. Customers decide in one second whether to open or to delete emails. That second is critical. Make that second count.