Send Cadence Governance (Delivery)

Send Cadence Governance (Delivery)

1. 01

   Map every recurring send to a named owner and a business reason before the first month of the retainer

   List each newsletter, promo blast, and lifecycle flow with the client stakeholder who approves it. Anything without an owner gets paused, not scheduled.

2. 02

   Set a per-contact ceiling on promotional sends and write it into the client agreement

   A common working ceiling is four promotional sends per contact per month, with transactional and triggered messages excluded. Put the number in the scope document so cadence debates do not reopen every quarter.

3. 03

   Separate triggered flows from calendar sends in the production board

   Welcome, abandoned cart, and post-purchase sequences run on behavior, not dates. Mixing them into a monthly calendar hides the real send volume a subscriber receives.

4. 04

   Build the monthly calendar from the client's commercial moments, not from an arbitrary grid

   Anchor sends to product drops, seasonal peaks, renewal windows, and known slow weeks. A calendar with no commercial anchor produces filler email that trains subscribers to ignore the list.

5. 05

   Route every send through a two-person approval before scheduling

   One reviewer checks claims, pricing, and links; a second checks audience segment and suppression rules. Record both approvals in the campaign record so a disputed send has a paper trail.

6. 06

   Reconcile actual send volume against the ceiling at the end of each month

   Pull the send log, count promotional touches per contact, and flag any segment that exceeded the agreed limit. Adjust the next month's calendar rather than issuing a blanket apology email.

7. 07

   Review engagement decay by segment and retire the weakest recurring send each quarter

   If a recurring newsletter's open rate has fallen for three consecutive months, cut it or merge it. Cadence governance means removing sends, not only adding them.