• http://www.emailvendorselection.com Jordie van Rijn

    I love the tips you are ginving here Cara. Before sending “the right email” you have to know your email is all-right.

    I dont think an SLA (which is usually a document) will be enough to stop all the last minute rushes, but it will at least help to set the right expectations.

    I crafted a pre-launch checklist some weeks ago, just for that quality ensurance topic.
    Free to download here:

  • http://twitter.com/EmailGirl Cara Olson

    Thanks Jordie! Checklists definitely help, and this is really where the direction document comes into play. Checks at each step in the process, i.e. design, build, test, deploy. That way, you aren’t verifying the graphics are accurate when you start to build, they are verified at time of completion. If there is an issue, it doesn’t cause a delay because design approval checklist completion is factored into the SLA. But you’re right, last minute campaigns will still happen. If all other campaigns followed the SLA then it’s easier to fit those additional short-turn around emails into the schedule. Thanks for your feedback!

  • http://twitter.com/EMT_Harvey Harvey Meale

    I think you’re perhaps being a little too technical with everything. You should be communicating with your subscribers in a laid back, personal way, as though you’re a friend talking to their friend. Well, of course that depends on your particular list and its goals. I think we just need to be a little more relaxed when approaching email campaigns.