Bring people back / Note 17
Write a venue campaign brief
Give your next guest email one audience, one reason to exist and one action.
Start with the decision.
A campaign brief prevents a message from becoming a list of everything the venue wants to sell. Start with a useful reason to contact people who have chosen to hear from you. Choose the sending tool separately and confirm that the necessary capability is in your plan.
Three moves to make.
Define the audience
Write who should receive the message and why it is relevant now. Include the exclusions and the source of the audience permission record.
Choose the promise
Describe the event, menu or useful update in one sentence. Check availability, dates and terms with the person who will deliver the experience.
Name the action
Choose one primary destination and test it on a phone. Decide who will answer replies and what evidence will be reviewed after sending.
What it could look like.
Fictional brief: invite opted-in café guests to a Saturday tasting. The action is to view the event details, not to click three unrelated offers. A sold-out event changes the message before it changes the guest’s expectations.
Make the idea concrete.
Use these five prompts with your team. The downloadable text worksheet includes the prompts, practical steps and review check. Save it, edit it or print it.
- Audience and exclusionsRecord your decision and the evidence behind it.
- Reason to sendRecord your decision and the evidence behind it.
- Primary destinationRecord your decision and the evidence behind it.
- Operational ownerRecord your decision and the evidence behind it.
- Success measureRecord your decision and the evidence behind it.
The final check.
Review the delivered message, destination and venue readiness together. A campaign is not ready just because its subject line is approved.
Do not treat a WiFi connection by itself as evidence that someone requested marketing.
How many offers should one email contain?
Start with one main action. Secondary information should support it rather than compete for attention.
Meet your next connection.
See the guest journey in the interactive demo or prepare a setup plan for your venue. For current features and allowances, review the pricing page.