CBS Brand Manager's Guide to Email Marketing Processes

Custom Brand Service - Monthly Email Workflow

Last Updated: Dec 9, 2024

Key Responsibilities for the Brand Manager

1. Client Communication:

   • Reach out early (1st–5th) to gather information.

   • Follow up proactively during drafting and review stages.

   • Schedule meetings between 20th–25th for strategic input.

2. Drafting and Revising:

   • Draft plans as soon as details are available.

   • Incorporate client feedback promptly to meet deadlines.

3. Planning and Tracking:

   • Ensure all plans are finalized and entered into Asana by the 1st.

   • Use downtime to pre-plan for the next cycle.

4. Reporting and Analysis:

   • Prepare reports on campaign performance, analyzing key metrics and providing actionable insights. Make a list of best-performing emails, worst performing emails or extract that from the monthly report and compile a list of key actions to implement across the company, unique to each client to optimize open rates, click rates, and sales.

   • Make recommendations for optimizing marketing strategies based on data analysis.

Email Marketing Planning Process:

Phase 1: Outreach and Drafting (1st–20th)

• Goal: Start drafting email content early, incorporating client-specific events, sales, or announcements, and complete drafts for client review by the 20th.

• Steps:

  1. 1st–5th:

     • Once the previous month’s plan is approved, reach out to clients to gather details about upcoming events, sales, or announcements.

     • Clients with recurring or predictable plans can be deprioritized for outreach but should still be checked for updates.

  2. 6th–15th:

     • Begin drafting email content for each account.

     • Prioritize high-volume or high-priority accounts (e.g., accounts with more emails or strategic campaigns).

     • Use placeholders for any information not yet confirmed by the client.

  3. 16th–20th:

     • Finalize initial drafts for all accounts.

     • Send completed drafts to clients for review by the 20th.

Phase 2: Client Review and Finalization (20th–1st)

• Goal: Revise and finalize email plans based on client feedback. Ensure plans are reviewed, approved, and entered into Asana by the 1st of the month.

• Steps:

  1. 20th–25th:

     • Review client feedback and make revisions to drafts.

     • Schedule meetings with clients if needed for clarifications or strategic discussions.

  2. 26th–28th:

     • Complete all necessary edits and finalize email plans.

     • For accounts with no feedback, confirm final approval or proceed as drafted.

  3. 29th–1st:

     • Ensure finalized plans are entered into Asana.

     • If time allows, start working on drafts for the next month.

Phase 3: Pre-Planning for the Next Month (Ongoing)

• Goal: Use downtime during client review and finalization periods to get ahead on the next month's plans.

• Steps:

  1. Between 20th–1st:

     • Begin pre-drafting for accounts with predictable or recurring plans.

     • Reach out to clients proactively if there are opportunities to gather information early.

Summary of Structure

Week	Focus	Total Time
Week 1 (1st–7th)	Start smaller accounts + 1 high-volume	~14.17 hours
Week 2 (8th–14th)	Medium-volume accounts + 1 high-volume	~13.5 hours
Week 3 (15th–20th)	Final accounts + 1 high-volume	~16.17 hours
Week 4 (21st–1st)	Client review, revisions, and finalizing	~18 hours

Email Design Process and Timeline for Brand Managers and Designers

To ensure timely execution and quality control of email campaigns, the following timeline and process should be adhered to:

Asana Task Creation: The Brand Manager is responsible for ensuring that all email campaign tasks are created in Asana at least one week before the scheduled launch date.

First Draft Completion: The Designer is expected to complete the first draft of the email design four days prior to the campaign launch date.

Internal Review: The Designer sends a test email to the internal review group no less than two days before the launch date. The Brand Manager reviews the email and provides feedback.

Client Approval: Upon internal approval, the Designer submits the email to the client for final approval. This should be done no later than the night before the scheduled launch.

Scheduling and Follow-Up: The email should be scheduled in the email marketing platform (e.g., Klaviyo) no later than the night before launch. Both the Brand Manager and Designer are responsible for following up with the client to ensure final approval is received.

Task Completion: Once the email campaign is launched successfully, the corresponding task in Asana should be marked as complete.

Note: This timeline provides a general framework. Adjustments may be necessary based on specific client needs or campaign complexities. Clear communication and collaboration between the Brand Manager and Designer are essential to ensure a smooth and efficient email design process.

Guidance for the Brand Manager to Optimize Remaining Time Each Week

Managing your remaining hours effectively is crucial to staying on track and meeting deadlines without feeling overwhelmed. Below are some strategies and suggestions to ensure you use your time wisely, streamline your workflow, and leverage the support available to you.

1. Limit Frequent Client Meetings or Unplanned Calls

• Clients Who Prefer Weekly Meetings:

  • Politely suggest biweekly or monthly check-ins instead, especially for accounts with predictable patterns.

  • If weekly meetings are unavoidable, limit them to 30 minutes and focus solely on essential updates.

• Alternative Communication:

  • Request clients provide information via email, a shared calendar, or a project management tool like Asana to reduce meeting time.

  • Use tools like Google Forms or Typeform to gather dates for sales, events, or announcements in bulk at the start of each planning cycle.

2. Streamline the Process for Gathering Information

• Create an Event Submission Form:

  • Design a simple form where clients can submit information on upcoming events, sales, or promotions.

  • Include fields for:

    • Event name

    • Date and time

    • Target audience or focus

    • Any additional assets (e.g., photos, promotional copy).

• Bulk Requests:

  • At the start of each planning period, request a full list of upcoming events or promotions for the next month.

  • Offer a clear deadline for their submission to keep the process on track.

3. Delegate Tasks to Marigny, the Brand Specialist

Maximize Marigny’s expertise and time to better control your workload. Here’s how she can help:

ASANA Management

• • Mariigny can set up new client projects in ASANA to ensure consistency in content and layout.

Drafting Email Plans

• Assign first drafts of each email plan to Marigny:

  • She can use previous plans or templates as a starting point.

  • Provide her with guidelines for tone, structure, and goals.

• Review and refine her drafts to ensure they align with the brand’s strategy.

Product Selections

• Have Marigny:

  • Curate product selections for email campaigns (e.g., featured products, bestsellers).

  • Verify that products are in stock in Shopify.

  • Flag any low inventory or discontinued items to avoid confusion.

Event Confirmation

• Brand Manager has the responsibility of:

  • Confirming the dates of upcoming events or promotions before the month begins.

  • Communicating with clients directly to gather missing details.

  • Adding finalized event information into Asana or the email plan draft.

• If postcards are required for an event, add tasks to Asana to allow for at least 14 days for printing and delivery.

• Add any sale tasks to Asana at least a week prior to the event.

• Add any special site updates to Asana at least a week prior to the event.

  • Marigny can assist with adding tasks to Asana if needed but the Brand Manager should be the one in primary contact.

4. Build a System for Efficiency

• Templates: Create reusable templates for email plans to standardize formatting and save time.

• Checklists: Develop checklists for Marigny to follow when confirming product availability, event dates, and promotional details.

• Automation: Use tools like Klaviyo or Shopify email scheduling to automate parts of the campaign process.

5. Prioritize Communication

• Keep clients updated on progress with regular status emails.

• Use Asana to provide real-time visibility into the status of their plans.

• Clearly communicate deadlines for providing information or approvals to avoid last-minute stress.

By setting boundaries on meeting time, systematizing how information is gathered, and relying heavily on Marigny for first drafts and organizational support, you can focus your energy on high-level strategy and quality control. This ensures a smoother, more efficient workflow while keeping all deadlines on track. Let me know if you’d like a detailed action plan for Marigny’s tasks or templates for forms and checklists!

Brand Manager Role Explained

• The brand manager is responsible for establishing the client's marketing strategy. They are tasked with comprehending the client's requirements, preferences, and workflow inclinations.

• Monthly Marketing Planning:

  • This undertaking entails several steps contingent upon the client and should encompass, at a minimum, the following:

    • Preparation and delivery of the monthly email plan to the client by the 20th of the month.

    • Convening a monthly marketing meeting with each client to ascertain their marketing objectives for the ensuing month. This meeting should transpire after sharing the plan with them but before the commencement of the month. Hence, if the plan is shared on the 20th, this meeting should be scheduled on or around the 25th.

    • The monthly plan should incorporate any forthcoming sales or promotions. If action is necessitated (which is invariably the case), additional tasks should be assigned to the relevant parties (e.g., creation of new banners, implementation of discounts, and reversion once the sale has concluded).

    • In the event that the client engages in social media posting, these activities should also be addressed during the monthly marketing meeting.

    • SMS blasts for applicable clients should be planned and incorporated into the tasks for the upcoming month in the same manner as any other task.

    • The monthly meeting should also encompass discussions on what is effective and ineffective for the client, as well as a segment where we solicit their feedback regarding potential areas for improvement.

• Weekly Client and Designer Recap Messages:

  • One of the most significant challenges encountered arises when products are not yet operational or when email tasks remain incomplete when the designer commences design work.

    • To rectify this situation, a new process is being introduced:

      • Every Friday, an email outlining the emails planned for the upcoming week should be dispatched to both the client and the designer.

      • This message should be tailored to the individual client and should encompass all campaigns scheduled for the upcoming week, as well as any questions or clarifications required.

      • For any campaign details that are uncertain, the Brand Manager is responsible for ensuring that all pertinent information is collated and entered into ASANA before the designer is expected to commence work on the task.

      • Should communication with the client be lacking, a meeting should be scheduled between Sam, the Brand Manager, and the client to identify and promptly rectify the issues, ideally within the same week.

• Monthly Website Updates:

  • The Brand Manager should scrutinize the client's website at least once a week to ascertain that the homepage aligns with the marketing content and that all relevant links are functional and visible.

    • Any necessary modifications should be assigned as tasks to the designated web lead for that particular account.

    • The homepage content should be updated at least once per month, necessitating the assignment of banner design tasks, as well as a web admin tasks.

Designers:

• Materializing Client Vision: Designers are entrusted with the responsibility of bringing the client's vision to life. They are tasked with collaborating closely with both the Brand Manager and the web lead assigned to a particular account. This collaboration ensures that all brand touchpoints adhere to consistency, clarity, and alignment with the brand's image.

• Onboarding Process: Upon acquiring a new client, the designer assumes the responsibility of establishing a brand kit in Canva. This brand kit must be linked on the project overview page for easy access.

• Email Marketing Campaigns: Designers are entrusted with the creation of email marketing campaigns on a regular basis, tailored to the specific needs of each client.

• Design and File Management: Email campaigns are to be designed in Canva and subsequently saved in the corresponding brand folder.

• Testing and Review: Prior to the scheduled send date, the designer must dispatch a test email to the internal review address at least four days in advance. Subsequently, the designer is responsible for collecting feedback from the Brand Manager and incorporating any requested modifications.

• Client Submission: The designer then submits the email campaign to the client at least forty-eight hours before the scheduled send date. It is crucial to avoid sending multiple campaigns to the client simultaneously for review. Client approval must be obtained for each email individually.

• Homepage Banners and Updates: Designers are responsible for creating homepage banners (for both mobile and desktop) when a client has a sale or any scheduled homepage updates.

• Additional Website Content: Upon request from the Brand Manager or the web lead, designers may be tasked with designing additional website content for the client.

• Social Media Components: Designers assume the responsibility of creating social media components for assigned accounts. The copy shall be provided by the Brand Manager, while the designer is responsible for the visual elements.

• Link and Product Verification: Designers are tasked with meticulously checking the links in every email campaign. In the event of a missing link, it must be noted on the Asana task and promptly communicated to the Brand Manager at least four days before the scheduled send date.

Additionally, designers are responsible for verifying the availability of products included in emails. This verification must be conducted before the email is submitted for internal review and subsequently before its distribution. The process involves clicking through each link to confirm that the product is listed on the website and is available for purchase.

In the event that a product is not live and cannot be located in the back end, a task must be created for the web lead to ensure that the product is created in a timely manner before the scheduled send date.

• Campaign Launch and Timeliness: Designers bear the responsibility of ensuring that campaigns are launched punctually at the agreed-upon send time (typically 6:30 AM in the recipient's local time zone).

• Klaviyo Proficiency: Designers are expected to possess knowledge of setting up customer segments in Klaviyo.

• Flow Understanding and Collaboration: Designers are required to comprehend the functioning of flows and collaborate with the web lead to ensure the proper operation of all flows.