Simple Email - System eComm Checklist
Download this checklist (scroll to bottom) if you are building and sending an eComm Marketing Cloud email that does NOT include a link to a Cvent event registration form. Kate's role is to provide an audience report (or list).
STEPS |
TIME FRAME |
TASK |
---|---|---|
STEP 1: STRATEGIZE |
5 weeks |
IDENTIFY GOAL, MESSAGE, AUDIENCE & DESIRED ACTIONThis is a fictitious example
GOAL: To announce employee award MESSAGE: CU President announces Employee of the Year AUDIENCE(S): CU System employees ACTION: Read email and visit www.cu.edu webpage for more info
SET IMPORTANT DATESDates often drive communications. Identifying dates and working backwards from there and building in plenty of time for your readers to take action is the best strategy. Using our fictitious example, here's important dates that our email campaign will work towards.
JUNE 1: Employee is awarded Employee of the Year award JUNE 2: www.cu.edu website is updated with a press release JUNE 2: Email announcement is sent to CU System employees It's important to plan for reminder emails at this stage as well. Plan for them and engage the right people so you are not making your emergency theirs. |
STEP 2: EXISTING CHANNELS |
5 weeks |
CAPITALIZE ON EXISTING CHANNELSNo need to reinvent the wheel. Check out existing campus communication channels (eg; 1800 Grant elevator calendar). If any are being sent to your desired audience, request to have your topic included in their next issue. This will broaden your reach and increase engagement. |
STEP 3: AUDIENCE |
5 weeks |
IDENTIFY YOUR AUDIENCESending everything to everyone is not the best way to increase engagement and overall goodwill with CU constituents. This practice could lead to global unsubscribe activities, which affect all CU communications, including any future communications you send.
Who would be most interested in your message?
OTHER AUDIENCE DETAILSIf you have a list of individuals who need to receive your communication and who are not in a CU source system, prepare a spreadsheet and include as many details as possible. |
STEP 4: CONTENT |
4 weeks |
WRITE THE MESSAGE1. Write email message and ensure it meets email marketing best practices. You can do this is a Word doc or text editor. Get all the details ready before you build it in Marketing Cloud.
2. Write a compelling subject line 3. Write a pre-header (for mobile devices). Learn more about pre-headers.
DEVELOP LANDING PAGEMost, if not all, email communications should send reader somewhere else, such as a website, registration form, etc. This must be ready in advance. Create a clear and easy-to-follow landing page so your reader can quickly accomplish your desired task.
COLLECT ASSETSeComm already has CU branded headers and buttons (eg; register, donate, etc.), but if you would like to include additional or other assets, such as a photo or special graphic, you'll need to acquire these assets. All images should be no larger than 600 px wide. Learn more about image sizes.
BUILD EMAIL IN MARKETING CLOUDCheck out our training page if you're new to eComm or if you want to browse our eComm Wiki for details on specific topics. You can also look through the System eComm Team (SET) blog. |
STEP 5: SUBMIT |
2 WEEKS (at least) |
SUBMIT LIST REQUESTKate will develop your audience list(s). Don't forget about reminder and follow-up email lists. Put your request in now! |
STEP 6: REVIEW |
1 week |
REVIEW
|
STEP 7: SEND |
Day of |
Send your email and celebrate! |
STEP 8: ANALYZE |
Day after - 1 week after send |
ANALYZE DATA
|
Download the Checklist
Download the Checklist
Do you have something to add?
Send a note to Kate.