About this process

  • Department: Marketing
  • Responsible: All
  • Accountable:
  • Consult: Vaughn
  • Inform: All
  • Date created: 01/08/19
  • Date last updated: 01/08/19

Following this process will help you to draft and send emails smoothly. 

Step 1 of the process

Choose an email template that is appropriate for the broadcast you need to send. For a newsletter there will already be a template (if there isn’t, follow the process for its creation here), for other emails the client will have a preference for either branded headers or a plain text email.

Step 2 of the process

Draft the copy for the email, remembering to include:

  • Subject line
  • ‘From’ address (ideally a real person) Make sure that you have set up your email sending domains to ensure better email deliverability.
  • ‘From’ name  (ideally a real person)
  • Preview text (unless the template says this isn’t necessary)
  • A personalisation token for at least the opening salutation and other relevant points.

If this email needs to come from the contact owner, select this option in the from name and address, as well as using the personalisation token in the sign-off. See a video explaining this here

If you are using images, make sure that you use the same size as those in the template already so that it works on mobile.

Step 3 of the process

Set the email to a relevant campaign and select the type of email (typically marketing email, unless the portal has different types based on events vs. general marketing for example) in the settings tab.

Step 4 of the process

Decide whether you are going to run an A/B test for this email send. This can only be done if you are not using Seventh Sense for the send. Remember, if the list you are sending to is below 1000 contacts the A/B function will naturally send 50/50, but over 1000 you can choose the test proportion before the winning version is sent to the remainder. Where possible, send 15% A, 15% B and then 70% winning.

Step 5 of the process

Go to the recipients tab and either select ‘publish for automation’ or select your recipients using the lists feature. 

Decide whether you want to send to unengaged contacts - if you do, uncheck the box.

Step 6 of the process

Review the email, checking for links, defaults on the personalisation tokens and the recipient lists.

Step 7 of the process

Test the email using the testing tool on the left hand side of the email editor screen. If the email is using imagery or a styled template, also remember to test different email clients as appearance can vary. 

Step 8 of the process

Do an internal review (second pair of eyes).

Step 9 of the process

Send to the client for review.

Step 10 of the process

Make any required amends following the client review.

Step 11 of the process

Send the email. If sending via Seventh Sense, follow that process here. If not, either send now or schedule for later as appropriate.

Topics: Marketing Services Processes