Email Marketing Procedure

Email Marketing Procedure: Monthly Email Campaign Process

1. Create the Monthly Calendar
   • Responsibility: Marketing Specialist
   • Tasks:
   • Develop a monthly email calendar that includes:
   • Dates: Proposed send dates for each email.
   • Subject Lines: Initial ideas for each email’s subject line.
   • Preview Text: A brief teaser or pre-header for each email.
   • Target List: Specify the audience segment(s) for each email.
   • Ensure the calendar aligns with the client’s goals, promotions, and branding strategy.
   Example
   Deliverable: A complete email calendar is sent to the client for review every EOM of the month before.
   
2. Client & manager Approval
   • Responsibility: Marketing Specialist
   • Tasks:
   • Email the calendar to the manager for approval
   • Incorporate any feedback or requested changes
   • Send to client for final approval • Deliverable: Final, client-approved email calendar.
   
3. Draft the Email Copy
   • Responsibility: Copywriter or Marketing Specialist
   • Tasks:
   • Write the copy for each email based on the approved calendar.
   • Follow brand guidelines and tone of voice.
   • Ensure messaging aligns with the subject line and preview text.
   • Deliverable: Completed email copy for all campaigns.
   
4. Internal Review by Manager
   • Responsibility: Marketing Manager
   • Tasks:
   • Review the email copy for accuracy, tone, and alignment with goals.
   • Provide edits or approval.
   • Deliverable: Manager-approved email copy.
   
5. Graphic Design
   • Responsibility: Graphic Designer
   • Tasks:
   • Design email templates based on approved copy.
   • Ensure visuals match the branding guidelines.
   • Optimize for mobile and desktop views.
   • Create a test email in the email platform (e.g., Mailchimp, Klaviyo).
   • Ensure the design, copy, links, and functionality work as intended.
   • Deliverable: Designed email drafts ready for review.
   
6. Manager Approval of Test Email
   
7. Client Final Approval
   • Send the approved test email to the client for final review.
   • Address any client feedback or requested changes.
   
8. Schedule and Send
   • Schedule the email for the approved date and time.
   • Perform a final check to confirm:
   • Subject line and preview text are correct.
   • Target audience list is accurate.
   • Links and CTAs function correctly.
   • Deliverable: Successfully sent email campaign.
   
   Notes
   • Maintain a shared tracking sheet for approvals and statuses.
   • Use email for any client communication
   • Schedule periodic reviews with the team to ensure the process runs smoothly.