The decision
Use the approved mailing platform and a documented audience selection process. Resolve exclusions and data ownership before sending, with appropriate advice on applicable marketing requirements.
Rehearse this before accepting the change
Use fictional contacts with different exclusion states in a test segment and confirm excluded records cannot enter the final send audience.
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
Track audience preparation errors and exclusion exceptions found before a campaign is released.
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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