Send Cadence and Segmentation Map (Delivery)

Send Cadence and Segmentation Map (Delivery)

1. 01

   Inventory every message the client currently sends, including transactional receipts and lifecycle triggers

   Pull the last 90 days of sends from the platform and tag each one as promotional, lifecycle, or transactional. Most agencies discover 20 to 40 percent of active sends were never documented in the original scope.

2. 02

   Map each message to a funnel stage and a named audience segment

   A welcome series belongs to new subscribers, an abandoned-cart flow belongs to browsers with a cart event, and a re-engagement send belongs to 60-day inactive contacts. Any message without a segment assignment is a candidate for deletion.

3. 03

   Set a weekly send ceiling per segment and write it into the client-facing calendar

   Cap promotional sends at two per segment per week for ecommerce and one per week for service businesses. Publish the calendar so the client can see the full month before the first send goes out.

4. 04

   Define the suppression rules that run before every campaign

   Suppress recent purchasers from discount sends, suppress openers from re-engagement sends, and suppress anyone who received a send in the prior 48 hours. These rules live in the platform, not in a spreadsheet.

5. 05

   Assign an owner and a review gate for each message in the sequence

   Name the strategist who writes the brief, the designer who builds the template, and the account lead who approves the final send. A sequence with no named approver stalls at the first holiday week.

6. 06

   Build the first two sends of each sequence and schedule the rest as drafts

   Scheduling a full quarter of sends before the first two have performance data locks in creative that may not work. Draft the remainder and release them after the first send clears the client's benchmark.

7. 07

   Log the cadence map as the retainer deliverable and version it monthly

   The map is the artifact that justifies a monthly retainer beyond the platform fee. Update it at the start of each month so the client sees what changed and why.