- Permission to create or approve outbound campaigns
- A defined audience with the required consent or other lawful basis
- Approved content and, where required, an approved provider template
- A connected account that is ready to send on the selected channel
Write the campaign brief first
Before building, document five sentences:
- Customer problem: Why is this message useful now?
- Audience: Which governed cohort has that problem and expects this channel?
- Promise: What value or information will the message provide?
- Action: What should the recipient do next?
- Primary outcome: What recorded evidence will show whether the campaign helped?
If the brief needs several unrelated audiences or actions, split the campaign.
Review the campaign as a product experience
| Lens | Review question |
|---|---|
| Relevance | Would this exact recipient understand why they received it? |
| Clarity | Is the value and next action obvious without internal context? |
| Trust | Are sender, claims, links, consent, and unsubscribe behavior accurate? |
| Operations | Can the team handle replies, failures, and promised follow-up? |
| Measurement | Does the declared outcome represent customer progress rather than vanity activity? |
| Learning | What one variation or decision will this campaign inform? |
Build the smallest responsible audience
Begin with the narrow cohort that matches the brief. Review exclusions and channel eligibility. A larger send is not automatically a better test; it increases customer and operational risk. Use contact pressure to prevent overlapping campaigns from creating fatigue.
Approve the exact experience
Test the rendered message, variables, media, links, sender, recipient funnel, schedule, and reply path. Capture the final decision through WRKZY’s launch review and any required organizational approval. Content approved in a document is not enough if the builder snapshot differs.
Review after the declared window
Open the campaign outcome snapshot and recipient evidence. Compare reached, delivered, engaged, replies, qualified responders, follow-up completion, and the primary business outcome. Separate delivery problems from message relevance and audience selection.
Use the responder queue to turn interest into owned work. Mark the campaign review complete only when exceptions and overdue follow-ups have been considered.
Create a purposeful variation
Change one meaningful factor—audience rule, value proposition, timing, or content—and link it to the source campaign where the workflow supports variations. Do not call two unrelated sends an A/B test. Record what changed and what you expect to learn.
- Customer problem and audience are explicit
- One primary outcome declared
- Final rendered snapshot approved
- Replies and failures have owners
- Outcome reviewed after the chosen window
- Next variation changes one explainable factor