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This is the anthem of your campaigns

A little blog post about the guy behind the machine.
Still a bit shaken up from the end of my day yesterday, we're going to decipher daily life an email campaign manager.
But if it's the guy behind the pc over there, the one at the end of the chain!
Well, first of all, we have the whole marketing layer that plans/forecasts/controls the commercial animation and the customer relationship.
Then we pass the ball to a project manager who will brief the teams.
Then comes the design phase with a DA or graphic designer.
Once the model is validated, the email integrator takes over.
And during all these phases, we have a certain number of round trips. And it's the whole schedule that is a little bit out of sync with the original forecast.
EVERYTHING? Well, no, except the date of the campaign shoot!
It is now the campaign manager's turn to take over for the final step.

Super Gestio - the market superhero

"Come on man, it's 11:30 and the campaign leaves at 1:00. And I'd love to go to lunch with Jean-Pierre this noon. Send in the BATs steup!"
His daily routine is the emergency. He is a bit like the surgeon of the countryside or the fireman of the market. But who is this superhero?
THE campaign manager!!!
As you have understood, all the pressure is on him.

  • The pressure of timing
  • The pressure of targeting
  • The pressure of the BATs that look the same but are not sent to the same target
  • The pressure not to screw up
  • ...

"Michel, put some pressure on 12!"

Heard at the Bistrot "Chez Michel

In short, the "Pressure" of the whole operation rests on these frail shoulders.
Especially since the mistake is fatal. When you launch a campaign, it often goes off as fast as lightning on a stormy night. Sometimes you can stop it in progress if the target has a large volume, but otherwise it's dead.
Why am I telling you this? Because yesterday I did! And I admit that I slept very badly...
Don't worry, it doesn't happen often, but sometimes we crack up.
I even remember my last mistake before yesterday's. More than a year ago, I had sent the same campaign twice in a row. A bug on the management tool and distracted by the meeting I had to attend. Bim shoot x2...
Good error mitigated because the numbers had not been so good for a long time!!! Let's not turn the error into a bargain though!
But we remember our mistakes. Every manager has an anecdote on the subject.

Bison Fûté eud'email

So what are the best practices to make a good campaign management side:

  • Plan the steps and timings of each of the parties involved.
  • Provide the cleanest possible elements to the manager: excel files that are clean for targeting, correct intel, and a routing brief. The routing brief is detailed below 😉
  • Take into account all the possible elements in certain timings: sometimes a routing tool takes time to run to get targets or send BATS. Yes, some workflows take 45 minutes... (dedication to Salim!) Or on the other hand, if you work internationally, you have to wait for the validation with the time difference, ...
  • Check, check & check.
    Reread the targeting sometimes we don't have the same vocabulary. I quote: "And don't forget the inactive! Very clear, huh? "And don't forget to exclude (include) the inactive.
    Check all the texts and all the links of the proof, especially if there is some personal information. And especially the desabo link (unless you like to have complaints and get spammed).
    Check that the tools are working well behind (website, landing page, operational tracking,...). And if possible with several people, don't involve just one person.
  • Never think that doing things in a hurry on Friday night at 6:30 pm, at the doors of the weekly aperitif, is a good idea. "Let's finish the weekend campaign and go get a ti-punch (no abuse in the excess on alcohol eh!)."
  • Take into account previous campaigns. Everyone will understand this but don't forget to learn from your previous campaigns. For example, you can deduce a nice sending time, or avoid a co overpressure.
  • Keep in mind that this is often a routine job. And that's when you stop paying attention to things and are prone to error.

A brief? What for?

As agreed, we will detail what a routing brief can cover. A document not to be neglected. It is the campaign manager's guide.

  • targeting
  • the subject of the email
  • the sender's address and the reply address
  • elements of email personalization
  • tracking elements
  • A/B testing
  • the flow of the broadcast (fast one-shot routing or spread over several hours/days)
  • the seed list / control population
  • the date and time of sending

All this to come to this conclusion:
Timings are not to be neglected and we often think that everything is easy and fast. Putting a campaign manager under pressure is a bad idea, or at least not for most operations.
I would also like to say something about the time it takes to integrate, but that's another story.
Let's not forget the human side and respect the needs of each profession in the chain. This is the success of campaigns well done without stress.

As the saying goes:
There's no point in running; you have to route on time...

Oh, and if you have any doubts about your choice of campaign tools, consult the guide here. And don't forget ThePatron that can greatly help your campaign manager for email design.

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