When sending the right email, there are three key things you’ll need to understand: why you are sending that email, your goal, and the value you’re delivering to the person on the other end of the send. This gives you the foundation to __________.

set the right buyer personas to send email by setting appropriate segments in your database that will match with the content you’re creating
set the right template for your emails to send the most contextual message to the appropriate segments
set the right expectations with those receiving your email by setting an appropriate and contextual goal and then pairing that with information that will provide the most value
set the right foundations to send your transactional emails at the right time