Many email programmes drift into batch-and-blast sends, with no clear segments, no sunset policy and no link between opens and revenue. This document gives a CRM lead one place to set goals, record consent, define segments, map automated journeys, schedule campaigns and agree the limits that protect sender reputation. Pages run from goals through to measures and service levels.

The sample follows Alderbrook Creative, a fictional design studio and print shop with 62,000 subscribers and £660k of annual email revenue, a third of it from journeys. Replace the list size, open and click baselines with your last 90 days of data, redefine inactive for your send frequency, and move the calendar to your real promotions.