The decision
Give the campaign one primary purpose and an appropriate audience. Keep secondary material subordinate so the subject, opening and destination support the same action.
Rehearse this before accepting the change
Read only the subject, first paragraph and main button. Ask a colleague to describe the promised next step and compare it with the actual landing page.
Use fictional examples and an authorised test environment. Record what happened, the evidence you inspected and any issue that still needs a responsible owner.
Choose a useful measure
Measure completion of the primary action rather than treating every open or click as equivalent.
Agree the definition and baseline with the team doing the work. Review the result over a comparable period and note other changes that could affect it.
Your planning worksheet
Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.
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Further reading
These primary sources provide additional context for the project decisions above.
Related decisions
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