Do Business Well

1. Describe how the required campaign fits into the overall marketing strategy and communications strategy, including targeting marketing and differentiation strategy.
2. State clearly the success criteria or objectives for the campaign.
3. Ensure that the brief should not be too prescriptive about the form of the execution; briefs often describe the exact media and offer to use and, by being too prescriptive, creativity is stifled. However this may be more practical if time is tight.
4. Detail the characteristics of the target audience(s). This may include database selects based on demographic profiles, or previous purchase or response patterns, and should include psychographics as well as demographics.Agencies will often not know the psychographics of the recipients. Thumbnail profiles or personas that show how the audience lives and what appeals to them can help here.
5. Outline competitors and how they differentiate their services.
6. Specify the testing required before the campaign and how the campaign will be modified (if needed) mid-campaign.
7. Provide brand guidelines, including tone, style and personality, for consistency with other campaigns
8. Give the constraints — time and money. CHOOSING E-MAIL MANAGEMENT SOFTWARE AND SERVICES

We now turn to look in more detail at software and services that can be used to manage the creation, broadcast and tracking of an e-mail marketing campaign.

Selecting the right combination of services is challenging, since there are many suppliers and different formats with a range of costs. Choosing the right supplier will help you use the best-practice advice on targeting and tracking. We will start by looking at the different aspects of campaign management that a supplier can assist with, and criteria for selecting tools, then we will look at some of the alternative approaches. Finally, we will look at some examples at different price points.

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