Campaign Operations
Part of Email campaign calendars and frequency
Planning sends around customer relevance rather than empty calendar slots
A vacant date is not a reason to email.
A vacant date is not a reason to email. Start with a customer need or a timely offer, then decide whether email is the right channel and who should receive it.
Write a one-line reason for the send: “Customers who bought this item need a setup reminder before first use” is more specific than “Tuesday newsletter.” Check eligibility, availability and the promised action.
Exclude people who already completed it, received a closely related message or should not receive commercial email.
The site's earlier segmentation guide shows how to build those audiences. This calendar decision is about timing and competing messages.
Place the send on a shared schedule with automated campaigns and service messages. Look at the recipient's likely total volume, not merely one team's slot. If two promotions compete, choose the more relevant one or separate audiences.
Afterwards, evaluate the intended action and complaints by audience. If a slot repeatedly needs filler content, remove the slot. A smaller calendar with clear reasons can be more useful than a perfectly full one.
Relevance-first send process
- Start with need or offerBegin with a customer need or timely offer, not a vacant calendar date.
- Write the reasonDraft a one-line reason that names the customer need and the promised action.
- Check fitConfirm eligibility, availability and whether email is the right channel.
- Filter the audienceExclude people who already completed it, received a closely related message, or should not receive commercial email.
- Schedule togetherPlace the send on a shared schedule with automated campaigns and service messages.
- Assess total volumeConsider the recipient's likely total volume, not merely one team's slot.
- Resolve competing promotionsIf two promotions compete, choose the more relevant one or separate audiences.
- Review outcomesEvaluate the intended action and complaints by audience.
- Prune filler slotsIf a slot repeatedly needs filler content, remove the slot.
Empty calendar slot vs customer relevance
- Empty calendar slotA vacant date prompts a send. Risk: filler content, one team's slot, and calendar fullness as the measure of success.
- Customer relevanceA customer need or timely offer prompts the send. Channel and audience are chosen deliberately. Success is the intended action and complaints by audience.
