Send Architecture Review (Delivery)
A sequence with 7 steps: Map every outbound message the client sends before touching a template.
By InnovaAI ResearchPublished
What are the steps?
Send Architecture Review (Delivery)
- 01
Map every outbound message the client sends before touching a template
Pull the full inventory: newsletter, promotional blasts, cart and browse abandonment, post-purchase, win-back, and transactional receipts. Most agencies discover two or three flows nobody owns.
- 02
Separate opt-in marketing streams from transactional notifications and route them through different sending identities
Transactional mail carries different compliance expectations and should not share a reputation pool with promotional sends. Platforms such as Mailjet expose both marketing campaigns and a transactional API from one account, which makes the split visible rather than assumed.
- 03
Assign one owner per stream and record the send cadence in a shared calendar
A weekly newsletter, a three-email welcome series, and a 14-day win-back sequence have different review windows. Naming the owner stops the client from approving copy the day it ships.
- 04
Define the segmentation logic in writing before any flow is built
State the field, the operator, and the fallback for missing data. A segment like 'engaged in 90 days' needs a definition of engaged, or two analysts will build two different lists.
- 05
Build the first flow end to end in a staging list of internal addresses
Send every branch, including the error path and the unsubscribe confirmation. Moosend and similar workflow builders let you trigger sequences on behavior, so the abandoned-cart branch is the one most likely to fire incorrectly in production.
- 06
Run a rendering pass across the three clients that matter to the account
Check Gmail web, Apple Mail on mobile, and Outlook desktop at minimum. Dark mode and image-blocked views are where template defects surface.
- 07
Lock the approved flow and version it before the first live send
Record the template ID, the segment definition, and the approval date in the client folder. When a client asks in month four why a segment changed, the version history answers it.