A few months ago, I recorded the video for Klaviyo. Actually, we had a collaboration with, with Klaviyo, and they asked us to create the video about streamlining, how we streamline campaign creation process inside of our agency, because we create a lot of campaigns per week and sometimes even per day for all of our clients. So you will watch the video. I will explain the checklist. And also I will tell where you can download the checklist for yourself, the same checklist we use internally.
I would lie if I say it’s easy to set up and coordinate a lot of campaigns. It’s hard work. And even in our agency, when we first years in the business, we struggle all the time.
Right now we’re like setting up and sending out between 50 to a hundred emails every week. If we don’t have the right system, it’s impossible to do. That’s why we created a streamlined process and checklist, which I will share with you in a second. And yeah, we use internally in our business to set up campaigns for our customers. So I highly recommend for you copy what I will about to show you. Of course, you can modify it to suit your needs, but 90% of the setup will be there for you.
I will explain step by step how we do it and why we have it. But before I do this, I’m not sure which project management software you use, if any. If you don’t use this, fine, just print it out and checkmark it with your pen or pencil. But internally, we use Asana and you are able to set up this kind of campaigns in Asana. So you just like duplicate this task for every new campaign and just follow the steps and you can assign different subtasks to different parts of your team.
So let’s start. Before this checklist, first, we do the planning section and we plan out the strategy. We’ll create the calendar and we figure out what campaign to send and when. So let’s say Black Friday early bird we’ll send on Tuesday, then on Wednesday we’ll send follow up. And this is just, we use a spreadsheet or like a Googlesheet and we put a date, time and name, put some names for us so we understand what we are sending, the name of the campaigns.
Then the next step is to set up each campaign because each campaign is, you need to follow up this kind of checklist for each of your campaigns. So first we create a folder and in the folder, we have one-word document where we’ll be creating the copy and we name it a year, month, date. Why do we do that? It’s this is from my engineering background, because if you put it this way, your files will not repeat. And it’s easier for you to sort. Why? Because there’s only one 2020, there’s only one 2021 and so forth. But there’s multiple February, multiple January every year, same thing for dates. So that’s why we put file name year, month, day slash and then campaign name.
So when our assistant created a folder, created the file, then the next step, our strategies define the recipient and who will receive and not receive this email and when do we want to send out exactly.
Define send date and send time
In our campaign calendar, we specify date, but we do not specify time. So we then figure out when exactly do we want to send and if we want to use some other features as well, which software you use, but maybe you can send it in small batches or any other features.
So first in that word document, that assistant created, we create guideline. Guidelines for our copywriter to tell them what to write in that email.
Okay, so we are planning. This is promotional campaign and it’s only three days sale and we are selling gray bottles, let’s say. And so we specify to our copywriters, that information says like “Hey, we need to send it to somebody who never purchased from us. That we will be selling this gray bottle and it will be 10% off, but it’s only for three days”.
So first we’ll create, the strategies, we’ll create the guidelines, then provide that to the copywriter. So copywriter will create the copy. I mean, we have a client to approve. I mean, you shouldn’t have clients if you are a commerce store owner, you can skip this part basically or maybe your boss or manager has to approve it.
Then we create a coordinate design. So basically after the copy created is easier for the designer to create design because they know what it’s about. And for them it’s easier to lay out the graphic and so forth. Sorry, one more thing. I missed clients to approve design. Okay.
Setup email in your email marketing software
The next step we have a copy. We have a design. So the next logical step to set it up is your email marketing software, it doesn’t matter which one you use. You can set it up yourself, or maybe you have a technician who will be responsible for setting up those campaigns. Set it up and then either the same person or maybe another person has to do the testing.
And here are the testing steps we have to do. So first we want to check if the right segment or list was selected, so this campaign will go out to the right people.
Then, if there are any kind of exclusion, maybe you want to exclude who purchase in the past or so forth.
Of course, we want to change the default name. I know is like, if you’re doing this a lot, it’s like we have the default from name and it’s correct, but sometimes, I mean, we always check that. Then we also check from email. Is it like email@example.com or firstname.lastname@example.org?
Then we add the subject line, make sure it’s there. And preview text, make sure it’s there.
Then set up fallback value for personalization. For example, if you have their first name, so the first name, this is the easiest example. So if you have their first name and you say something, “Hi, ” and let’s say, you send it and you don’t have their first name then it’s like, “Hi, ” so forth. So that’s why you need to come up with a fallback value and make sure you have it, something like “friend” or “buddy” or whatever is appropriate for your brand. So we all say like, “Hi Steve”, when you have the first name or “Hi buddy”, if it is general.
Then make sure to add CTA URL to the logo image. And of course the CTA, we found that the conversion is higher and the click-through rate is higher When you, like, duplicate the CTA URL to the logo as well as the hero images and other images in the email.
Add alternative text for images in case your image is not showing up on the recipient side, at least they will see the text.
Add and check promo code. Check if it’s working in your store and also, if applicable, let’s say you have a deadline and we always recommend having a deadline, but it’s up to you. But if you have a deadline, make sure to mention that in the email. Another good idea is to add a countdown timer.
And then send the actual task, create a list like a task list or something where you will receive an email like recipient and make sure to check all links. So click on all parts, make sure it’s working, then check it on desktop, check it on mobile. Check unsubscribe link if it’s working or it’s visible because sometimes, we had issues when we made link white and it was on white and it was invisible or I believe. Sorry, the issue was the template was black and the unsubscribe link was black as well, so it was not visible for people. It was there, but people could not see it. And make sure the message is not clip.
And then when you’re ready, everything’s checked out, everything is cool, good then you will be scheduling like take the date and take the time zone. Some email marketing software have options to send on recipients’ time zone and if you don’t have that option, then it is Eastern standard, like Pacific, whatever standard time zone you want, but make sure to do it.
So this was like quite overview of the checklist. I highly recommend for you to use it. If you like to change it, please do it. Feel free to change it. But this checklist will help you streamline your campaign production. You’ll be like factory manufacturing campaigns.