Launching a campaign
1
Follow the process
Launching an email campaign covers a broadcast and an automated sequence, and lists every input that has to exist first.
2
Fill in the brief
The email campaign brief fixes send type, conversion action, segment, content, send settings, and deliverability.
3
Check before you send
The email pre-send checklist is the last pass. Email is the one channel with no pause button.
Template
- Email copy template Subject line, preheader, body, and CTA, with the character guidance for each.
- Template directory Every template that applies to a send, including the shared ones.
Tagging email sends
Email traffic has to appear in the same flat file as everything else, which means it needs the same tags.
Untagged email links are the most common reason a channel looks smaller in reporting than it actually is.
What governs an email’s content
Bad-news emails (a price change, an outage, a cancellation) are worth handling deliberately. Section E of brand voice and tone is where a team decides how those sound.
Automations and segmentation
Neither is documented yet. When they are, they belong here, and both depend on the event tracking plan being in place first, since a trigger is an event.Related resources
- Template directory Every email template in one list.
- Email creative specs
- Naming conventions overview
- UTM standards
- Customer profile naming conventions
- Email copy template