Marketing Campaigns Workflow

Marketing campaigns connect the console, public site, email sender, consent posture, and measurement stack. Run this guide before sending the first newsletter, starting a paid campaign, or changing a high-traffic landing path.

Outcome

At the end:

• The Marketing console surface is available to the right operators.
• The sending domain is verified and the mailing address is saved.
• Subscribers, segments, and campaign audiences are understood.
• Campaign landing pages, consent, unsubscribe, and preference paths work.
• Google Analytics and Google Ads behavior matches the launch plan.
• Operators know the daily checks and first troubleshooting steps.

Before You Start

Collect:

• Workspace slug and production domain.
• Console URL and public site URL.
• Campaign owner, sender owner, and first-day monitoring owner.
• Final from name, reply-to owner, and mailing address.
• Launch audience: all confirmed subscribers, tags, or saved segment.
• Landing URL, fallback URL, and rollback plan.
• Google Analytics property and Google Ads conversion details, if used.
• Consent and privacy posture for analytics and marketing categories.

Do not send to a live audience until the sender, audience, landing page, unsubscribe path, and tracking posture have all passed.

Step 1: Confirm Marketing Access

Console surfaces:

• Marketing > Campaigns.
• Marketing > Subscribers.
• Marketing > Segments.
• Marketing > Sender setup.

Verify:

• The workspace has Marketing enabled.
• The operator has owner or admin access.
• The public domain and sender domain are the intended workspace domain.
• The workspace privacy and legal settings are ready for marketing email and tracking.

Failure checks:

• If Marketing routes are missing or return not found, confirm the newsletter feature flag for the workspace.
• If API actions fail, confirm the operator is in the active workspace and has admin access.
• If a workspace has no final domain yet, finish domain setup before provisioning the sender.

Step 2: Configure Sender Setup

Console surface: Marketing > Sender setup.

Setup:

1. Open Sender setup.
2. Provision the sending domain.
3. Copy each DNS record exactly as shown.
4. Add the records at the domain registrar or DNS provider.
5. Run Verify after DNS has propagated.
6. Confirm the sender status is verified.
7. Save the physical mailing address for the workspace.
8. Confirm the from address and reply handling with the campaign owner.

Pass conditions:

• Sender status is verified.
• DNS records show the expected verified state.
• Mailing address has line 1, city, postal code, and country.
• Campaigns can use the workspace domain as the sending identity.

Failure checks:

• DNS hostnames are often entered with too much or too little domain suffix. Compare the provider’s final record name against the console value.
• DNS propagation can take time. Recheck after the provider shows the record as saved.
• A verified domain without a mailing address is still not operationally ready.
• If the sender fails verification, do not send from a fallback identity without approval from the workspace owner.

Step 3: Prepare Public Landing And Consent Paths

Console surfaces: Website, Stories, Forms, Discovery, Settings > Privacy and Legal.

Prepare:

1. Choose the destination for each campaign link.
2. Confirm the page is published on the production domain.
3. Confirm the page has the intended call to action: book, buy, submit a form, call, or read.
4. Add campaign-specific redirects or short links when operators need stable URLs.
5. Review consent copy and cookie categories.
6. Verify privacy, terms, and marketing consent language.
7. Confirm newsletter signup copy makes the opt-in clear.

Public-site paths to verify:

Do not let GET requests mutate marketing state. Confirmation and unsubscribe pages should require a human button action so email scanners cannot confirm or unsubscribe a customer by prefetching a link.

Step 4: Operate Subscribers

Console surface: Marketing > Subscribers.

Daily uses:

• Search for a subscriber by email.
• Review status.
• Review tags.
• Resend confirmation for a pending subscriber.
• Manually unsubscribe an active or pending subscriber when requested.
• Permanently delete a subscriber only when the deletion request is approved.
• Export subscribers for an approved operational review.

Subscriber statuses:

1. Pending

   Include in campaigns?: No

   Operator posture: Wait for confirmation or resend only when expected.

2. Active

   Include in campaigns?: Yes

   Operator posture: Eligible for all confirmed, tag, and segment audiences.

3. Unsubscribed

   Include in campaigns?: No

   Operator posture: Suppressed. Do not override without a fresh opt-in.

4. Bounced

   Include in campaigns?: No

   Operator posture: Suppressed for deliverability. Review source quality.

5. Complained

   Include in campaigns?: No

   Operator posture: Suppressed. Treat as a serious quality signal.

Step 5: Build Segments

Console surface: Marketing > Segments.

Use segments when the same audience will be reused, reviewed, or handed off to another operator.

Setup:

1. Create a segment with a business-readable name.
2. Add conditions for tags, status, email, or name.
3. Choose whether all conditions or any condition must match.
4. Preview the count before saving.
5. Save the segment.
6. Use the segment in a draft campaign.

Good segments:

• Use stable tags and statuses.
• Have a clear owner and reason.
• Avoid mixing unrelated audiences.
• Exclude suppressed statuses by relying on confirmed subscriber rules.

Failure checks:

• A segment with zero recipients may be correct, but it cannot launch a campaign.
• If a tag-based segment is unexpectedly empty, check spelling and capitalization.
• If a segment is too broad, split it into clearer audiences before sending.

Step 6: Compose And Test A Campaign

Console surface: Marketing > Campaigns.

Draft:

1. Create a new campaign.
2. Set an internal campaign name.
3. Write the subject line.
4. Add preview text.
5. Build the email body.
6. Add the unsubscribe field or unsubscribe link.
7. Insert only supported personalization fields.
8. Choose all confirmed subscribers, tags, or a saved segment.
9. Wait for the recipient count to update.
10. Save and send a test.

Supported personalization fields:

• first_name.
• last_name.
• email.
• business_name.
• unsubscribe_url.

Pre-send guardrails:

1. Subject

   Pass condition: Subject line is not blank.

2. Audience

   Pass condition: Recipient count is greater than zero.

3. Unsubscribe

   Pass condition: Body includes an unsubscribe link or unsubscribe field.

4. Personalization

   Pass condition: No unresolved merge fields remain.

5. Sender

   Pass condition: Sender domain is verified.

6. Save state

   Pass condition: Latest edits are saved before send.

Review the test email on desktop and mobile. Check subject, preview text, layout, links, unsubscribe footer, mailing address, landing page URLs, and reply handling.

Step 7: Send Or Schedule

Use Send only when the campaign should go immediately. Use Schedule when the campaign should wait for a specific send time.

Before confirming:

• Verify the selected workspace.
• Recheck recipient count and audience type.
• Recheck landing URL and public page state.
• Confirm the scheduled time with the campaign owner.
• Confirm paid ads are paused until the destination is ready.
• Confirm someone will monitor bounces, complaints, unsubscribes, and conversion activity.

After sending:

1. Open the campaign report.
2. Confirm recipient count.
3. Watch delivered, opened, clicked, bounced, complained, and unsubscribed counters.
4. Open the landing page from the sent email.
5. Confirm the public conversion path still works.
6. Record the send in the operator handoff channel.

Step 8: Configure Google Analytics And Ads

Console surfaces: Settings > Integrations > Google Analytics, Settings > Integrations > Google Ads, Discovery.

Google Analytics setup:

1. Confirm the correct property and web stream.
2. Confirm the Measurement ID is entered.
3. Enable the integration.
4. Visit the campaign landing page after consent allows analytics.
5. Confirm page views appear in the expected property after reporting delay.

Google Ads setup:

1. Confirm the correct Ads account.
2. Confirm the Conversion ID.
3. Confirm conversion label when explicit events are required.
4. Confirm consent mode and legal acknowledgements.
5. Test the intended conversion path, such as booking confirmation.
6. Confirm ads point to production landing URLs.

Consent rules:

• Analytics depends on analytics consent.
• Ads depends on marketing consent unless the workspace has approved advanced consent behavior.
• Global Privacy Control should suppress advertising signals.
• Booking confirmation events should not expose booking tokens or sensitive query parameters.

Launch QA Checklist

Run this before the first live send or new paid campaign.

Daily Operations

Run this at the start of each business day when campaigns are active.

After-Send Review

Within the first business day after a send:

1. Review campaign metrics.
2. Review bounces and complaints before sending again.
3. Review unsubscribe volume.
4. Check landing page engagement.
5. Check conversion records in the console.
6. Compare Google Analytics and Ads behavior with the campaign goal.
7. Add or adjust subscriber tags based on approved follow-up rules.
8. Record what should change for the next campaign.

Troubleshooting

Rollback And Mitigation

Use the smallest mitigation that stops customer impact:

• Cancel a scheduled campaign before it sends.
• Pause paid ads before changing public landing paths.
• Hide or update a broken landing page call to action.
• Disable a campaign redirect or short link that points to the wrong place.
• Stop the next send when bounce, complaint, or unsubscribe signals are abnormal.
• Fix console configuration first, then retest the public path.

For any customer-impacting issue, record the workspace, campaign, audience, URL, time window, customer impact, owner, and next action.