Email Execution Overview

Message Requirements

Message Preparation

Objective

Create the complete message and all its versions (A/B, Text, HTML) so that it can be viewed in the different email browsers

Process & Tasks

Message preparation begins as soon as your requirements are received and it involves the following key tasks

• Template modifications – if any
• Upload images and copy
• Track links
• Prepare HTML & Text Version
• Prepare Test Versions – if more than one
• Add/Modify Header information
• Add/Modify Footer information

Message QA

Objective

Do an internal review of the message to make sure that all the client requirements have been met

Process & Tasks

Message preparation begins as soon as your requirements are received and it involves the following key tasks

• Minor issues are addressed in this stage
• Major issues are sent back to message preparation step
• The checklist and issues (minor and major) are maintained for every campaign executed by the team – any insights are shared back with you for your reference
• The message is considered ready for test mailings only after satisfying every requirement on the check list
• Message QA also serves as the auditable record

Test Mailing

Objective

Review the full production email (all versions and full functionality) prior to get approval for sending

Process & Tasks

• Send every version of the message (using the email platform) to a pre-determined test group
• Notify test group about the time period with which to review and provide feedback
• Provide the test group access to message requirements

Review & Approval

Objective

Ensure that the message has received adequate scrutiny prior to sending all the emails

Process & Tasks

• Collect and clarify feedback as necessary
• Make modifications as needed
• Resend test messages and request review and approval
• Record approval (written or verbal as agreed upon by the client)

SEND

Objective

Ensure all versions of the message are sent to the target list at the time and rate requested in the message requirements

Process & Tasks

• Send the approved versions of the message to the target list(s)
• Ensure that delivery/sending is in progress by confirming receip by several members of the seed list for each message
• Issue “Message Sent” notification to client manager as requested

Campaign Monitoring

Objective

Ensure that the campaign delivery is complete and that the Key Performance Indicators record significant activity

Process & Tasks

• Review key metrics on the email service platform
  – Sent
  – Delivered
  – Opened
  – Clicks & Unique Clicks
  – Conversions – if tracked
  – Bounces
  – Spam complaints
• Notify client of any exceptions as soon as they are uncovered
• Keep a log of activity at an agreed upon frequency for an agreed upon time

Reporting

Objective

Provide dashboard and snapshot reports to demonstrate campaign progress after 1-day, 2-days, 5-days of execution and a final report after 14 days of completion

Process & Tasks

• Review key metrics on the email service platform
  – Sent
  – Delivered
  – Opened
  – Clicks & Unique Clicks
  – Conversions – if tracked
  – Bounces
  – Spam complaints
• Notify client of any exceptions as soon as they are uncovered
• Keep a log of activity at an agreed upon frequency for an agreed upon time

Benchmarking

Objective

Develop a comparative study of the campaign performance relative the other campaigns by the same client, the overall vertical and the market total based on metrics published by industry analysts such as Forrester and Marketing Sherpa

Process & Tasks

• Develop Campaign vs Best Practices score card for metrics such as:
  – Open rates
  – Click rates and unique click rates
  – Referral rates
  – Bounces
  – Opt-outs
  – Spam complaints
  – Number of links
• Develop trend charts to demonstrate overall increase or decrease in efficacy of the email channel

Client Deliverables

Objective

Provide you with as near-complete as possible final deliverables/presentation that your account managers can use with your clients

Process & Tasks

• Populate an agreed upon template with all the data, metrics and observations from the campaign
• Develop charts for the key performance indicators (KPIs)
• Show campaign performance relative to client history, vertical, and industry as applicable