Email: Step by Step

It’s a long list… I know. But don’t let the details intimidate you. This is an absolutely, 100% comprehensive step-by-step guide to creating your email campaign. Follow every step, and I’ll guarantee your campaign is a success.

1. Brainstorm
2. Develop the Creative Brief
3. Briefing session with Copywriter and Designer
4. Meet with/strategize with List Database Manager
5. Receive CSV file (house list of data) *
6. Clean and properly format CSV file *
7. Develop/approve deployment strategy plan
8. Create database
9. Import CSV file into database *
10. Review/Edit first draft of copy
11. Send first round of feedback to copywriter
12. Review/edit second draft of copy
13. Send approved copy to designer
14. Review/edit first draft of design
15. Send first round of feedback to designer
16. Review/edit second draft of design
17. Design approval/further review and edits
18. Code/format approved creative **
19. Critiques/reviews may continue for some time
20. Design coded in HTML **
21. Send images to server for hosting **
22. Receive hosted images and source links **
23. Create/add image sources in the HTML by including an absolute destination **
24. Create text/aol versions
25. Check all messages for intro copy that is appropriate to the list
26. Check messages for remove or unsubscribe copy
27. Check messages across platforms (e.g. Internet Explorer, Netscape, Mac, etc.)
28. Create and test remove links to insure functionality
29. Check/develop “FROM” alias so that it works in coordination with the message and list
30. Create subject line
31. Create/optimize final files of all versions
32. Load final files for each version **
33. Create unique tracking for each link in the message **
34. Insert HTML open tags **
35. Spot check all list fields to ensure they match headers needed for upload
36. Check data to insure correct file is being uploaded *
37. Upload list into database *
38. Create file (or filter) for any segmentation of the list *
39. Testing phase – test all messages internally
40. Proof all grammar and spelling
41. Check any personalization appearances
42. Check for inclusion of your company name and/or the website URL
43. Check ALL links for functionality as well as destination
44. Test messages for final approval
45. Final Deployment
46. Pull status reporting
47. Create final report 7 days after deployment
48. Develop analysis and assumptions reports based on campaign results

*  Database Administrator’s responsibility
** Web Developer’s responsibility