Here's the ultimate checklist you need for creating & sending an end-of-year email!

Define the who & why
☐ Identify who to send to
☐ Figure out the why for them

Define success
☐ Determine tactical-level metrics
☐ Determine strategic-level metrics

Get buy-in from stakeholders
☐ Customer Success
☐ Marketing
☐ Design
☐ Revenue/marketing operations
☐ Data Analytics

Creating the email content
☐ Ideate on best case
☐ Align on the real version
☐ Implement best practices
☐ For Email
☐ For data visualizations
☐ Determine A/B tests

Launching the email
☐ Determine timing
☐ Get data ready
☐ Figure out what data you're getting & from where
☐ Lock in filters for the data
☐ Run spot checks
☐ Prep email platform
☐ How are you getting the data in?
☐ How are you delivering the email?
☐ How are you dev'ing up the email in the platform?

Track metrics
☐ Email metric tracking
☐ Product usage tracking
☐ Connecting email activity to product usage
☐ Renewal and expansion tracking

Test
☐ Make sure email comes through correctly
☐ Get feedback from customer success managers
☐ Get feedback from trusted customers or customer advisory board

Enable/train customer success and sales teams
☐ How to speak to metrics
☐ How to respond to customer replies
☐ Coordinate post-send outreach

After the launch
☐ Get learnings
☐ How did email perform on a tactical level?
☐ What was the impact of the campaign on a strategic level?
☐ For tactical and strategic metrics that it did well on, why do you think it worked?
☐ For tactical and strategic metrics that it didn’t do well on, why do you think it didn’t work?
☐ How did customers respond to the email?
☐ When you ask select customers in your next meeting what they thought of it, what did they say?
☐ Identify which you want to pursue next in crawl / walk/run

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Get the playbook on creating an end-of-year email, with a step-by-step breakdown and including the above checklist.