CommonBond Case

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Locking Down an Email Marketing Process and Strategy The team spent a great deal of time at the end of 2015 and in the beginning of

2016 stepping up their email marketing efforts by refreshing their email

creation process and content strategy.

Process Process was becoming increasingly important as CommonBond grew as a

company, and email grew as a priority communication vehicle. Process would

enable the team to think through and align on each email’s objective, target

market, content, and layout. Borrowing from team members’ past experience,

they began to meet weekly to hash out critical components of upcoming

emails. Key details were documented in a shared document that was updated

by members throughout the week. As copy and layout evolved, all inputs were

updated in the a “Content Request Form” document (see a sample here) . The

document empowered the team to push projects forward and gain alignment

quickly.

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