RÜGAMER & STEINER · CAMPAIGN BRIEFING
Free-to-use template for online shops · Date: 5 October 2026
https://www.ruegamer-steiner.de/en/insights/newsletter-content-planning/

Copy for each edition. Mark any missing details as ‘to be clarified’.
Do not enter any login details or recipient lists containing personal data.

1. BACKGROUND
Shop / Brand:
Occasion and desired date:
Countries / Languages:
Contact person for product information:
Responsible for planning, implementation and approval:

2. READERS AND OBJECTIVE
What customer situation are we addressing?
What question does the email answer?
Why is it relevant to these recipients right now?
Planned recipient group and clear selection criteria:
Required exclusions / overlaps with other messages:
What should readers understand or be able to do afterwards?

3. CONTENT AND MATERIAL
Key message in one sentence:
Products / categories / required availability:
Factually verified features and product selling points:
Existing images and text / missing materials:
Terms and conditions of the offer, if applicable:
Main landing page and other useful entry points:
Subject line / preview text:

4. CHECKS BEFORE SENDING
[ ] Text, product details, prices and offer reviewed for accuracy
[ ] Target audience, language, exclusions and dates checked
[ ] Personalisation tested using appropriate in-house test data
[ ] Actual test email viewed on desktop and smartphone
[ ] Message verified with images disabled and link destinations checked
[ ] Landing pages match the content and are functional
[ ] Sender, contact details and unsubscribe option verified
[ ] Campaign name and link parameters reaching the landing page checked
[ ] Approval by the person responsible and verified version documented

5. EVALUATION
What question do we aim to answer with this issue?
What observation would support our hypothesis?
Selected metrics with denominators:
Measurement period, time zone, currency and revenue definition:
Attribution rules and reports used:
Appropriate comparison and known differences:
Person responsible for evaluation / planned deadline:
Result, uncertainties and next specific task:

This template is a planning aid. It does not replace a check within your own
account nor the approval of an actual mailing version.