Email campaign brief
Plan an email campaign that reaches the right subscribers with a clear message and dependable delivery.
Marketing and campaigns · 45 min · Standard · 34 questions
Recipients
Who should receive the email?
What permission allows us to contact them?
Who must be excluded from the send?
Do regional rules change who can receive it?
Timing
What should trigger the email?
How soon after the trigger should it arrive?
Whose local timezone should control email delivery?
When would the email become irrelevant?
Which action should cancel the send?
How often may this person receive similar emails?
Message
What value should the email promise?
Who should the email appear to come from?
What should the subject line communicate?
What should the preview text add?
What is the main call to action?
What should happen after someone clicks?
Personalization
Which data should personalize the email?
Do recipients expect us to use that data?
What appears when personalization data is missing?
Could any personalized detail feel sensitive?
Content and accessibility
Which content blocks does the email need?
Which content should change by recipient?
What should the plain-text version contain?
How will the email remain accessible?
Does the message still work when images are blocked?
Deliverability
Which deliverability checks must pass before sending?
Is the sending domain authenticated?
How will invalid addresses be removed?
How will bounces be handled?
How will complaints affect future sends?
Which email clients must be tested?
Testing
Which email hypothesis can we isolate?
Which result will decide the test?
Which negative result would stop the test?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when you need to plan an email campaign that reaches the right subscribers with a clear message and dependable delivery.
Best used as: Live call · Async intake
- Category
- Marketing and campaigns
- Discussion time
- 45 minutes
- Depth
- Standard
- Last updated
- Jul 21, 2026
- Scope
- Design briefs
- Best used as
- Live callAsync intake
- Design roles
- Marketing designer
- Audience
- Marketing teamsDesign agenciesFounders and operatorsDesign leads
- Platforms
- WebEmailSocialAdvertising
- Company type
- B2BB2CAgency
- Product stage
- LaunchGrowth
- Tags
- marketing-and-campaignsemail-campaignbrand-and-communicationlifecycle-emailpromotional-email