Section 01
Start with audience intent
Campaigns perform better when the message matches a recent action: abandoned cart, reactivation, onboarding prompt, or event reminder. Generic blasts reduce trust quickly.
Section 02
Build the handoff path first
If replies are important, define tags, ownership, SLA expectations, and automation rules before the campaign is approved. Otherwise successful sends create operational chaos.
Section 03
Improve after every send
Track response quality by segment, not only aggregate conversion. The same send can perform very differently across intent groups and funnel stages.