How to use it
Copy the brief for one campaign. Fill verified facts, then send it to the person writing and building the email.
Do not ask a provider to guess prices, dates, or claims.
The template
Business: {{business}}
Campaign name: {{campaign_name}}
Prepared by: {{owner}}
Target send date: {{send_date}}
Audience
Who should receive this? {{audience}}
Why are they permitted to receive it? {{permission_basis}}
Who should be excluded? {{exclusions}}
Message
What is happening? {{offer_or_update}}
Why now? {{reason}}
One action to take: {{primary_action}}
Destination link: {{url}}
Facts and checks
- Verified price: {{price}}
- Verified dates: {{dates}}
- Required disclosure: {{disclosure}}
- Sender name and reply address: {{sender}}
- Assets and alt text: {{assets}}
Draft review
Check facts, links, audience, sender, unsubscribe tools, and mobile reading order. Client approval: {{approval_name}} on {{approval_date}}.
Use the outsourcing guide to define the handoff and the done-for-you guide to define scope.