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Campaign brief with segmentation and exclusions

Complete this before anyone writes copy, builds a list, or turns on automation. Unknown counts, permission, or source data stay unknown until checked.

Decision brief​

  • Objective: What relationship or business outcome should change?
  • Lifecycle job: Welcome, educate, support a decision, reconnect, appreciate, or request a next step.
  • Audience: Which relationship, buyer stage, project context, geography, and known behavior make someone relevant?
  • Exclusions: Who must not receive this? Consider missing or withdrawn permission, unresolved complaints, active projects requiring different communication, moved households, poor fit, duplicate records, recent contact, and sensitive loss reasons.
  • Trigger: What observed event or approved list places someone in the audience?
  • Known context: What has the person already been told, sent, or asked to do?
  • Timing and cadence: Why now, how many contacts, and what ends the sequence?
  • Offer or useful value: What does the recipient gain, and is it genuinely new or relevant?
  • Proof: Which approved facts, examples, or assets may support the message?
  • Channels: Which channel fits the permission and relationship? Why is it better than personal outreach?
  • One next step: What single action should the recipient take?

Ownership and evidence​

  • Reply owner: Who sees and answers replies or calls?
  • Source tracking: Which stable source and campaign fields must persist into the CRM and reporting?
  • Implementation owner: Who builds the audience, copy, QA, send, and recovery path?
  • Evidence: Which replies, qualified conversations, progression signals, opt-outs, bounces, and complaints will be reviewed?
  • Important cautions: What result would make the team reconsider the campaign or its audience?

Approval gate​

Before implementation, confirm the audience and exclusions against live data, verify permission and suppression behavior, test links and reply routing, and name the person authorized to send. A completed brief supports a decision. It does not authorize a CRM change, automation, or send.