Your brief is concrete! As always, before setting off your designer, the person in charge of your CRM selections, your HTML integrator, your editor... (or any other resource you'll need to make your campaign a success), you've drawn up a solid brief.
Like every time, you sent this brief to your manager/product manager/director (delete the unnecessary mentions or add the N+X of your choice) who said ok (or never answered you). A few drops of sweat later the holy BÀT is finally ready and you send it to this "famous" N+X and there ... you eat a volley of corrections to integrate ASAP for sending the campaign in 45 minutes.
Yes, but so what! What's the point of having a brief validated if no one cares?
Has it ever happened to you to find an error a few minutes or seconds before sending the final version of your campaign?
Let's be clear, it's not pleasant, but a brief is mainly used to brief and it remains ESSENTIAL. However, our hurried decision-makers are like you and me, what is abstract will hardly catch their attention and only the urgency and the production launch will be a real driver of attentive rereading.
Need help?
Reading content isn't everything. The best way is to talk to us.
Even the best executed wireframe, presented at a summit meeting, will get little attention.
However, a briefing is much more interesting than a discussion around the coffee machine or even a little drawing on a post-it. It is a tool that will serve to formalize your request and to have a trace of it. In many cases, a brief is an excellent time optimization tool for ... everyone!
Some tips for an effective brief
Your brief is therefore not intended for your boss, but for the various stakeholders in your production process. Here are some basic tips for creating effective eCRM campaign briefs that will be correctly interpreted by their readers:
- Set the context. If you want everyone in the chain to understand the objectives of the campaign, you must make them understand them. Also, don't hesitate to explain the mechanics of the action, how the consumer must interact to perform the task you want to direct them to.
- Talk about your KPIs. You have objectives, explain them clearly (and succinctly) so that they become the objectives of the entire production chain.
- Separate the different parts of your brief by stakeholder. While your editor will be interested in the type of audience you want to address, he or she doesn't necessarily need to know that you want to reject the segment of participants in your action from two years ago.
- Create brief templates. What a waste of time, these briefings that change every two days. Nobody can find their way around, it's frustrating, it wastes time.
- Provide a clear deadline. And not systematically for tomorrow. Even if everyone is working in a hurry (which seems inevitable in business), giving a little time to the various stakeholders can significantly improve performance and the work delivered.
- SEND YOUR BRIEF TO YOUR N+X. Maybe he won't read it, but he can't blame you for not receiving it!
Do you want to improve the processes of your eCRM/Emailing campaigns? Do not hesitate to discuss it with us !
