Brief and audience: who gets your campaign
Write a short brief, then choose everyone subscribed or narrow it with rules on tags, dates, forms, past campaigns and contact fields.
Updated 2 min read
The brief
Brief keeps the email focused, and writing help builds its draft from it. Only your team sees it.
- The goal, like "Sell the new autumn range".
- Who it is for, like "Customers who bought tea in the last year".
- The offer or the news. Only facts you can stand behind: prices, dates and claims here are used as given and never invented.
- The one thing they should do, like "Visit the autumn collection".
- Tone: Warm, Professional, Playful, Direct or Calm.
Under What writing help can draw on, you can add a web page about it (an https:// address, read when you ask for a draft) and notes or a document of up to about 20,000 characters. Both are read as material, never as instructions.
The audience
Only people who agreed to hear from you are included. Anyone who unsubscribed, bounced or complained is left out automatically, and the list is checked again when it sends. With no rules, it goes to everyone subscribed.
Narrow it with rules
Choose Add a rule, then pick what to look at. Choose whether people must match all or any of the rules. Add an either-or group adds a group with its own all or any, for audiences like "tagged vip, or joined this month".
| Rule | Choices |
|---|---|
| Tag | is tagged, is not tagged |
| Joined | on or after, before a date |
| Signed up through | the form, not the form |
| Came from | a sign-up form, an import, added by hand |
| Campaign | received, did not receive, opened, clicked in, did not click in a past campaign |
| Contact field | is, is not, contains, is filled in, is empty |
| Name | is on file, is missing |
Up to 20 rules, and 20 in each group. The side panel shows Will receive it as you go, how many are left out and why, and a few example people. The rules are also written out in words underneath.
What kind of email it is
If you use kinds of email, pick one under What kind of email it is. People who said no to that kind are left out, and the unsubscribe page lets readers stop just that kind.