Enterprise email campaign brief.

Start with subscribers eligible for the planned message in each market. Define the segments by what you know about their relationship with your brand and what each group needs from the send.

Segment criteria

Record the first-party signals you will use, such as recent purchases, product interests, or email clicks. Define the lookback window and how you will handle missing data.

Overlap and priority

Deduplicate subscribers who qualify for multiple segments. Set a priority rule so each subscriber receives the appropriate version.

Exclusions

Apply opt-outs, bounce and complaint suppressions, and market exclusions. Account for completed actions, frequency limits, and overlap with scheduled lifecycle sends.

Write one sentence that states what subscribers should understand and one action they should take. Use that sentence to check the subject line, body, and call to action. Confirm that the landing page delivers the same promise and makes the next step easy to find.

If paid media supports the campaign, share the approved claim, offer, destination, and dates with that team. Use audiences approved for each channel and separate tracking links so reporting can distinguish email and paid traffic.

CRM lead

Approves segment definitions, exclusions, send priority, and the final go or hold decision.

Brand and product

Approve voice, creative, and evidence for campaign claims. Route claims through the company’s review process where required.

Campaign operations

Builds the approved versions in the email platform, reconciles segment counts, and runs test sends.

Web and analytics

Confirm the destination, offer details, tracking, and the event the campaign should drive. Set the reporting date before the send.

Approve audience and claims first, then creative, then the built send. Check sender identity, personalization fallbacks, mobile and dark mode rendering, accessible links, unsubscribe, tracking, and the destination. Hold the send when audience counts differ from the approved range, tracking fails, or the destination is unavailable.

If you test two versions, pick one variable and randomly assign subscribers within each eligible segment. For a subject line test, keep the sender, preheader, body, landing page, and send timing consistent between versions.

Define the primary outcome, its denominator, and the reporting window before launch. Use clicks to diagnose engagement and watch unsubscribe and complaint rates as guardrails. Set the minimum effect worth acting on and the sample you need to measure it. An A/B test compares versions. Use a randomized no-send group when you need to estimate the lift from sending the campaign.