- Owner
- Marketing Manager
- Effective date
- September 15, 2026
- Review cycle
- Every 12 months
1.Purpose
To send email campaigns that reach the right audience, respect their consent and preferences, and go out error-free after proper review.
2.Scope
Applies to marketing email campaigns sent through the email marketing platform, including newsletters and promotional sends. Transactional emails triggered by product usage are covered by a separate SOP.
Definitions
- Segment
- A defined subset of the contact list chosen to receive a specific campaign based on shared attributes or behavior.
- Suppression list
- The list of contacts excluded from a send because they've unsubscribed or should not be contacted.
3.Responsibilities
- Email Marketing Specialist
- Builds the campaign, sets up segmentation, and monitors performance after sending.
- Marketing Manager
- Approves the audience, content, and send time before the campaign goes out.
- Content Writer
- Writes the subject line and email copy for the campaign.
RACI matrix
| Activity | Email Marketing Specialist | Marketing Manager | Content Writer |
|---|---|---|---|
| Define the audience segment | R/A | C | - |
| Write the email copy | I | C | R/A |
| Check consent and suppression list | R/A | I | - |
| Approve the campaign to send | C | R/A | C |
| Review post-send performance | R/A | C | I |
R = Responsible, A = Accountable, C = Consulted, I = Informed
4.Materials and PPE
Materials, tools and systems
- →Email marketing platform
- →Contact list with consent and preference data
- →Suppression and unsubscribe list
- →Brand and style guide
- →Campaign brief template
5.Procedure
- 5.1
Define the campaign goal and audience
Email Marketing SpecialistDefine the campaign's goal and the specific segment of contacts it targets, based on attributes like interest, past behavior, or lifecycle stage.
- 5.2
Confirm consent for the segment
Email Marketing SpecialistConfirm every contact in the segment has given consent to receive marketing email under applicable law and the platform's own subscription status.
Checkpoint: The selected segment excludes every contact without valid marketing consent before the list is finalized.
- 5.3
Apply the suppression list
Email Marketing SpecialistApply the current suppression list to exclude unsubscribed or do-not-contact recipients before building the send list.
Warning: Never send to a contact on the suppression list, even for what seems like an urgent or one-time message.
- 5.4
Write the subject line and copy
Content WriterWrite the subject line and body copy for the campaign, following the brand voice and keeping the call to action clear and singular.
- 5.5
Build the email in the platform
Email Marketing SpecialistBuild the email using an approved template in the email marketing platform, inserting the copy, images, and links.
- 5.6
Test links and personalization
Email Marketing SpecialistTest every link and personalization field in the email, and check the rendering on both desktop and mobile preview before requesting approval.
- 5.7
Send a test email internally
Email Marketing SpecialistSend a test version of the campaign to the internal review list and confirm it renders correctly and matches the approved copy.
- 5.8
Get approval to send
Marketing ManagerReview the final campaign, audience segment, and send time, and approve it to go out or send it back with specific changes needed.
Checkpoint: Every campaign has a documented approval of the audience, content, and send time before it is scheduled.
- 5.9
Schedule or send the campaign
Email Marketing SpecialistSchedule the approved campaign for the planned send time, confirming the correct segment and suppression list are attached to the send.
- 5.10
Monitor delivery right after sending
Email Marketing SpecialistCheck delivery, bounce, and spam complaint rates shortly after the send completes, and investigate any unusual spike.
- 5.11
Review campaign performance
Email Marketing SpecialistReview open, click, and unsubscribe rates against past campaigns and the campaign's goal, and record findings for future campaign planning.
- 5.12
Process new unsubscribes promptly
Email Marketing SpecialistConfirm the platform's unsubscribe processing is applying to future sends immediately, and manually verify the suppression list updates for any manual removal requests received outside the platform.
6.Quality checks
- →Every send excludes contacts without valid consent or on the suppression list.
- →Campaigns have a documented approval before sending.
- →Links and personalization fields are tested before every send.
- →Post-send delivery and complaint rates are reviewed for anomalies.
7.Records
- →Campaign brief and approval history
- →Consent and suppression list exports
- →Test send confirmations
- →Post-send performance reports
8.KPIs
- →Delivery rate and bounce rate per campaign
- →Unsubscribe rate per campaign
- →Open and click-through rate against goal
9.Common mistakes
- →Sending to a segment that includes contacts without valid consent.
- →Skipping the internal test send and finding a broken link after sending.
- →Sending before getting documented approval on content and audience.
- →Not checking the suppression list is current before finalizing the send list.
- →Ignoring a spike in bounce or complaint rate right after a send.
10.Revision history
| Revision | Date | Description | Reviewed by |
|---|---|---|---|
| 1.0 | September 15, 2026 | Initial release | Alexa Uskova |
This is a template. Adapt it to your organization, equipment and local regulations before use.
