BEFORE A CAMPAIGN - [campaign name]     Date: ________     Owner: ________

GOAL
[ ] What the campaign should achieve, as one measure (orders, sign-ups, form submissions, readers)
[ ] The figure before the campaign noted, to compare afterwards

PAGES (two weeks before)
[ ] Landing page built as a draft and previewed on a phone
[ ] Layout and its rule set to the right pages and period
[ ] Every link on the page tested; no address points at a draft or a hidden page
[ ] A short, readable address for print and social media (URL alias)
[ ] Images with alternative text; page metadata and sharing image set

MAIL (one week before)
[ ] Newsletter sent only to people who opted in
[ ] Test send to the team, opened on a phone and in two mail programs
[ ] Sender and reply address at your own domain; replies reach a person
[ ] Unsubscribe link works

STORE (if you sell)
[ ] Prices and discounts prepared, start and end with a named person
[ ] A test order end to end, with payment

CAPACITY AND SAFETY (with the host)
[ ] Host told the date and the expected scale
[ ] Change freeze agreed for the days around the campaign
[ ] Who to call if the site is slow or down, written down

ON THE DAY
[ ] Landing page published at the agreed time
[ ] The page opens from outside, on a phone
[ ] Mail sent; the first replies and bounces looked at

AFTER
[ ] The measure compared with the figure before
[ ] Discounts and campaign layouts ended as planned
[ ] What to do differently next time, written down