As we all know, coming up with creative for marketing campaigns is only half the battle.

​The other half: executing an email marketing campaign.

Between five million links that go in an email, the right list, segment, and send date and time, there are too many pieces to keep track of.

On top of that, if you're collaborating with multiple stakeholders (designers, copywriters, etc.) and have to get final sign-off from someone, you've got a mess on your hands.

How do you keep track of it all? An email marketing campaign brief.

What is an email marketing campaign brief?

A marketing campaign brief is like order form for a piece of marketing content.

It has everything you need to “order up” in one beautiful document that can be handed off between collaborators so they know what they need to do.

Take that and apply it specifically to email marketing campaigns and you have ONE PLACE where everyone goes in order to get their instructions for the campaign.

Flourish + Grit is an email marketing agency that nurtures people and profits with high-touch services, courses, and programs.

We blend email with customer journey strategies in order to guide people through the sales pipeline and onto your customer list.

That means treating subscribers like they are: human.

Founded by Emily McGuire in 2018, we've grown from a solo shop to a confidently curated team of marketers with a passion for helping clients build and retain customer relationships at scale.

Who is Emily McGuire?​

With lessons learned over a decade in tech, sending thousands of email campaigns, and earning clients over $80 million in email campaign revenue, Emily loves sharing the mistakes and strategies of email marketing done well.

You’ll typically find her with a cup of coffee in hand because #momlife. When her head isn’t in her laptop, you can find her chasing her kid, reading a book or binging trashy TV.

You have a couple of options on how to use this template.

• Extract the one page pdf from this download and edit it to fit your needs. Then, save a copy for each campaign you are planning.

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• Take the elements of this campaign brief and populate them in a task in your project management system. Create a template from it to duplicate every time you're planning an email campaign.

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• Copy and paste the information on the brief into a Word or Google doc to fill in and link to your next email campaign project task.​

Email Campaign Name __________________________________

Email Campaign Summary:

​Why are you sending this email out? What are your goals for it? Is there any context your team needs to know about the email?

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Design Direction:

Design Templates to Replicate:

Design Inspiration:

Design Collateral:

1. Asset 1 (dimensions)
2. Asset 2 (dimensions)
3. Asset 3 (dimensions)

Links to internal design assets. (stock, product, or editorial photography)

Copy Direction:

Copy Templates to Replicate:

Copy Inspiration:

Key Messaging:

1. Key Messaging 1
2. Key Messaging 2
3. Key Messaging 3

Links to source material and related content:

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Final Email Copy:

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CTA Button:

CTA Links:

Do this before you hit send.

As a final quality assurance check, go through the list below (and customize it) to double check you have everything right in your email campaign.

Add any extra things to double check that are unique to you.