Email Marketing Brief - Template
Email Marketing Brief - Template for capturing your key business and marketing requirements to create a successful marketing campaign for email.http://integrati.com.au/free-resources/email-marketing-brief-template/
Content
<Logo here>
INTEGRATI MARKETING CONSULTING
CUSTOMER ENGAGEMENT | DEMAND CREATION | KNOW
THE
CUSTOMER
<Email Brief Template/Project Name>
<Client Name>
<Contact Name> - <Position> [DD-MM-YYYY]
The purpose of this document is to provide a template to customers to assist them with writing an email marketing brief.
Integrati Marketing Consulting®
Client Email Brief Template V1.0
<logo here>
PROJECT OVERVIEW: CONTACT: AGENCY: DATE OF BRIEFING: Response to Brief:
<Promotional EDM/evite/Newsletter> <Client Name> Integrati Marketing Consulting <DD-MM-YYYY> <DD-MM-YYYY>
**Please note text in red is for writer to place their own information into the appropriate sections. Project Name <Client project name> Background <Information about the send • Key objectives • Why • When • Expectations> Objectives The core objective of <Client email> is to firstly have a great open rate and trusted sender status. This way we will build a list which grows through organic referral and recommendation. It is also a highly cost effective way to stay in touch with our customers and provide value back to our registered recipients. Ultimately though, <Client email> will also provide leads and sales for <Client> Key Objectives: • • • • • Target Customers <Build a trusted sender status and open rates for the e-News Drive customers to our site <site> Increase leads from the site Increase subscriptions for our Social Media assets Create prospect/customer data to build an eCRM marketing program>
The target customers for <Client> are predominantly <Small Medium Enterprise> Demographics • Age • Sex • Postcode • State • Income Segments
Author: Integrati Marketing Consultant Date Created: 4/05/2010 File Name: 33356339.doc Version Number: 01
2
Integrati Marketing Consulting®
Client Email Brief Template V1.0
<logo here>
• •
Empty nesters Late adopters
Profiles <City savvy profile • Like to have the latest gadgets like to show they have the latest gadgets> Firmographics: • Australian businesses with ABN, ACN • Victorian preferred at this stage in our business life cycle • No soloists (Sole Traders) or businesses employing less than 5 people. • Turnover of greater than 1M annually • Must have funds to support a marketing programme Requirements These requirements for the email: Requirements: 1. <Test send(s) a. All email campaign will have a test prior to the full send 2. Usability a. If the recipients email Client cannot open the email a link to the HTML version will be available in the header b. Fonts will be easily readable and potentially scalable c. Email load times will be quick and light on bandwidth d. Text version and .htm (hosted version) will be available 3. Links a. All logos will link back to the <Client site> 4. Tracking a. All clicks will be reported in the reporting dashboard b. Links in the email will be tracked via Google Analytics 5. Personalisation a. First_Name b. Business_Name c. Email_Address 6. Images a. Images will be able to be inserted into the e-News b. Logo’s from partners with links to their site will be able to be inserted into the e-News
Author: Integrati Marketing Consultant Date Created: 4/05/2010 File Name: 33356339.doc Version Number: 01 3
Integrati Marketing Consulting®
Client Email Brief Template V1.0
<logo here>
7. Refer a friend a. Build a subscriber template for Refer a friend b. With confirmation process for the new subscriber 8. Permission a. It will be easy for users to unsubscribe form the e-News and to re-subscribe 9. Layout a. The email will be built in an optimised layout> Metrics • • • • • • • • Branding Communications Method Timing Project Plan Budget Priority Contact Clear metrics to measure and improve the communications to Integrati Marketing customers. Such as; Response rate from the EDM sample Click through Open rates Hard Bounces, Soft Bounces Opt-in / Opt-outs Customer data quality Site pages – landing impressions Refer a Friend, manual forwards
<Client brand guidelines> Electronic Direct Mail: the EDM will be sent by Integrati Marketing Email Services The send will be scheduled for <DD-MM-YYYY>. <Client> <Client> <High – Medium – Low> <Client>
Author: Integrati Marketing Consultant Date Created: 4/05/2010 File Name: 33356339.doc Version Number: 01
4
INTEGRATI MARKETING CONSULTING
CUSTOMER ENGAGEMENT | DEMAND CREATION | KNOW
THE
CUSTOMER
<Email Brief Template/Project Name>
<Client Name>
<Contact Name> - <Position> [DD-MM-YYYY]
The purpose of this document is to provide a template to customers to assist them with writing an email marketing brief.
Integrati Marketing Consulting®
Client Email Brief Template V1.0
<logo here>
PROJECT OVERVIEW: CONTACT: AGENCY: DATE OF BRIEFING: Response to Brief:
<Promotional EDM/evite/Newsletter> <Client Name> Integrati Marketing Consulting <DD-MM-YYYY> <DD-MM-YYYY>
**Please note text in red is for writer to place their own information into the appropriate sections. Project Name <Client project name> Background <Information about the send • Key objectives • Why • When • Expectations> Objectives The core objective of <Client email> is to firstly have a great open rate and trusted sender status. This way we will build a list which grows through organic referral and recommendation. It is also a highly cost effective way to stay in touch with our customers and provide value back to our registered recipients. Ultimately though, <Client email> will also provide leads and sales for <Client> Key Objectives: • • • • • Target Customers <Build a trusted sender status and open rates for the e-News Drive customers to our site <site> Increase leads from the site Increase subscriptions for our Social Media assets Create prospect/customer data to build an eCRM marketing program>
The target customers for <Client> are predominantly <Small Medium Enterprise> Demographics • Age • Sex • Postcode • State • Income Segments
Author: Integrati Marketing Consultant Date Created: 4/05/2010 File Name: 33356339.doc Version Number: 01
2
Integrati Marketing Consulting®
Client Email Brief Template V1.0
<logo here>
• •
Empty nesters Late adopters
Profiles <City savvy profile • Like to have the latest gadgets like to show they have the latest gadgets> Firmographics: • Australian businesses with ABN, ACN • Victorian preferred at this stage in our business life cycle • No soloists (Sole Traders) or businesses employing less than 5 people. • Turnover of greater than 1M annually • Must have funds to support a marketing programme Requirements These requirements for the email: Requirements: 1. <Test send(s) a. All email campaign will have a test prior to the full send 2. Usability a. If the recipients email Client cannot open the email a link to the HTML version will be available in the header b. Fonts will be easily readable and potentially scalable c. Email load times will be quick and light on bandwidth d. Text version and .htm (hosted version) will be available 3. Links a. All logos will link back to the <Client site> 4. Tracking a. All clicks will be reported in the reporting dashboard b. Links in the email will be tracked via Google Analytics 5. Personalisation a. First_Name b. Business_Name c. Email_Address 6. Images a. Images will be able to be inserted into the e-News b. Logo’s from partners with links to their site will be able to be inserted into the e-News
Author: Integrati Marketing Consultant Date Created: 4/05/2010 File Name: 33356339.doc Version Number: 01 3
Integrati Marketing Consulting®
Client Email Brief Template V1.0
<logo here>
7. Refer a friend a. Build a subscriber template for Refer a friend b. With confirmation process for the new subscriber 8. Permission a. It will be easy for users to unsubscribe form the e-News and to re-subscribe 9. Layout a. The email will be built in an optimised layout> Metrics • • • • • • • • Branding Communications Method Timing Project Plan Budget Priority Contact Clear metrics to measure and improve the communications to Integrati Marketing customers. Such as; Response rate from the EDM sample Click through Open rates Hard Bounces, Soft Bounces Opt-in / Opt-outs Customer data quality Site pages – landing impressions Refer a Friend, manual forwards
<Client brand guidelines> Electronic Direct Mail: the EDM will be sent by Integrati Marketing Email Services The send will be scheduled for <DD-MM-YYYY>. <Client> <Client> <High – Medium – Low> <Client>
Author: Integrati Marketing Consultant Date Created: 4/05/2010 File Name: 33356339.doc Version Number: 01
4
