The Process

Initiation

• Proposal sent
• Proposal signed
• Pre-payment received
• Brainstorm

Address List

• List person contacted, or internal list person contacted
• Mailing list received
• Mailing list cleaned and properly formatted
• File imported into database

Creative

Email

• First draft of copy written
• Revisions
• Second draft of copy written
• Copy approved
  
  
• First draft of design created
• Revisions
• Second draft of design created
• Design approved
• Design coded in HTML
• Images sent to client and/or server for hosting
• Text and AOL versions created
• All messages checked for intro copy that is appropriate to the list (e.g., "You are receiving this because...")
• All messages checked for remove or unsubscribe copy
• All messages checked across platforms (Internet Explorer, Netscape, Outlook, Eudora, Mac, etc.)
• Remove links are created and tested to ensure functionality
• "From" address is determined so that it can capture bounces, reply to's, and so on.
• Check "From" address is live
• "From" name is determined so that it works in coordination with the message and the list
• Subject line is created
• Final files created for HTML
• Each link in the message is created with unique tracking
• Dynamic list fields spot-checked to match headers needed for upload. General check of data to ensure correct file is being uploaded

Call to Action Page

• First draft of copy written
• Revisions
• Second draft of copy written
• Copy approved
  
  
• First draft of design created
• Revisions
• Second draft of design created
• Design approved
• Design coded completed in HTML
• Images sent to client and/or server for hosting
• Page checked across platforms (Internet Explorer, Netscape, Mac, etc.)

Tracking Technology

• Customer tracking environment created
• Campaign specific tracking devices created
  • Email beacons (zaq)
  • CTA link (cfm)
  • CTA beacon (xsw)
• Tracking code inserted into database
• Tracking code inserted into Email
• Tracking code inserted into CTA page
• Real-time reporting environment established

Testing

• Message tested internally (Whitcom)
• Message tested externally (Whitcom/Client)
• Messages proofed for grammar and spelling
• Any personalization uses checked
• Inclusion of your company name and/or Web site URL checked (if you are taking recipients to a separate page, you can make this static text)
• All links checked for functionality as well as destination.
• Check tracking measurements
  • Email read
  • Call to Action read
  • Call to Action complete
• Final approval received

Deployment

• Message deployed

Report/Analysis

• Live status reporting
• Final report created seven days after deployment
• Analysis and assumptions created based on campaign results
• Planning meeting date set for next campaign