Email Operations: Templates & Build Process - Project Details / Task List
Tag: email-templates
Total Hours: 30h
Structure: Single Milestone (<=50h)
Milestone: Email Operations: Templates & Build Process
Description: A marketing operations project that establishes a library of standardized, reusable email templates and defines a repeatable build process for creating, customizing, and deploying email campaigns within HubSpot or Marketo.
Task List: (Email Templates) 1. Discovery & Development
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Audit Current Email Operations | 2h | Assess the current state of email templates and build processes to identify gaps and establish a baseline. End state: Documented inventory of existing templates and clear understanding of current pain points. • Pull list of all email templates currently in the MAP (HubSpot/Marketo) • Review 10-15 recent emails sent to assess design consistency and quality • Interview 2-3 marketing team members on current email build workflow • Document time spent per email build (average hours from request to send) • Identify which email types are missing templates (promotional, transactional, newsletter, event) • Note any mobile responsiveness or rendering issues in current emails |
| 2. Define Template Requirements and Use Cases | 2.5h | Work with stakeholders to define the template types needed and specific requirements for each. End state: Approved template requirements document with use cases, design specs, and personalization needs. • Meet with marketing leadership to prioritize email use cases (welcome, promotional, newsletter, event invite, transactional) • Document required personalization tokens for each template type • Gather brand guidelines (colors, fonts, logo usage, CTA button styles) • Define content block requirements (header, hero image, body text, CTA, footer) • Identify accessibility requirements (alt text, color contrast, font size minimums) • Get stakeholder sign-off on template scope (number and types of templates) |
| 3. Map Email Build Process Current State | 2h | Document the existing email build workflow to identify bottlenecks and improvement opportunities. End state: Process map showing current workflow with pain points highlighted. • Map current workflow from email request to deployment • Identify handoff points between team members (copywriter, designer, ops) • Document approval process and typical review cycles • Note where delays or errors commonly occur • Assess current QA/testing process for emails • Calculate average lead time from request to send |
| 4. Design Template Architecture | 2.5h | Create the modular architecture that will enable templates to be flexible yet consistent. End state: Approved design system with reusable content blocks and layout variations. • Define modular content block library (header, hero, 1-column, 2-column, CTA, footer, social) • Create 2-3 layout variations for each major email type • Design responsive breakpoints for mobile, tablet, and desktop • Establish consistent spacing, padding, and margin standards • Build color and typography style guide specific to email • Get design approval from marketing/brand team before development |
| 5. Build Core Email Templates in MAP | 3.5h | Develop the approved templates within HubSpot or Marketo using the modular design system. End state: 5-10 functional email templates in the MAP ready for testing. • Set up template folder structure in MAP for organization • Build master template with all modular blocks as starting point • Create promotional email template (sale, discount, product launch) • Create newsletter/roundup email template with multi-section layout • Create event invitation template with RSVP/registration CTA • Create transactional email templates (confirmation, receipt, notification) • Build welcome email template for new subscriber/customer onboarding • Add personalization tokens and dynamic content placeholders • Configure pre-header text and subject line variable fields |
| 6. Implement Dynamic Content and Personalization | 3h | Add advanced personalization capabilities to templates for segmented messaging. End state: Templates support dynamic content swapping based on contact properties. • Set up dynamic content modules for industry-specific messaging • Configure smart content rules based on lifecycle stage • Add conditional logic for different product lines or regions • Test personalization token fallback values • Document which fields drive dynamic content decisions • Verify personalization renders correctly across email clients |
Task List: (Email Templates) 2. Testing & Enablement
Contains: Parts 3-4
| Task | Est | Description |
|---|---|---|
| 7. Conduct Cross-Client Rendering Tests | 2.5h | Test all templates across major email clients and devices to ensure consistent rendering. End state: Templates render correctly on 95%+ of target email clients. • Run templates through email testing tool (Litmus, Email on Acid, or MAP preview) • Test on Gmail, Outlook (desktop and web), Apple Mail, Yahoo, mobile clients • Verify responsive design adapts correctly on iOS and Android • Check dark mode rendering and compatibility • Document and fix any rendering issues discovered • Create screenshot library showing expected rendering per client |
| 8. Validate Accessibility and Compliance | 2h | Ensure templates meet accessibility standards and email compliance requirements. End state: Templates pass accessibility audit and include required compliance elements. • Verify all images have descriptive alt text • Check color contrast ratios meet WCAG AA standards • Confirm font sizes are readable (minimum 14px body, 22px headers) • Validate unsubscribe link is present and functional • Add physical mailing address to footer per CAN-SPAM • Test screen reader compatibility for key content • Document accessibility compliance for audit purposes |
| 9. Perform End-to-End Build Process Test | 2h | Run a complete email build using new templates and process to validate workflow. End state: Confirmed that a marketing team member can build a production-ready email using the new system. • Have a marketing team member (not the builder) attempt to create an email • Time the end-to-end build process from start to finish • Document any confusion or friction points encountered • Verify QA checklist catches common errors • Test approval workflow functions correctly • Confirm email deploys successfully to test segment |
| 10. Create Template Documentation and Style Guide | 1.5h | Document all templates, their intended use cases, and customization guidelines. End state: Comprehensive template guide that enables self-service email creation. • Write template overview document describing each template and use case • Create customization guide (what can/cannot be changed) • Document personalization options and how to use them • Build content block reference with examples • Include image specifications (dimensions, file size, format) • Add copywriting guidelines for CTAs, subject lines, and body text |
| 11. Develop Email Build Process Runbook | 1.5h | Document the standardized email build process with step-by-step instructions. End state: Runbook that any team member can follow to produce consistent, quality emails. • Create step-by-step email build checklist • Document the request intake process (form, ticket, or brief template) • Define roles and responsibilities (who does what) • Establish review and approval workflow with SLAs • Build QA checklist for pre-send verification • Include troubleshooting guide for common issues |
| 12. Conduct Team Training Session | 1.5h | Train the marketing team on using templates and following the new build process. End state: Team is enabled to build emails independently using the new system. • Schedule 45-60 minute training session with marketing team • Walk through template library and when to use each template • Demonstrate email build process step-by-step • Cover customization best practices and common mistakes to avoid • Practice building an email together (hands-on exercise) • Record training session for future reference • Distribute documentation package to all attendees |
| 13. Execute Handoff and Close Project | 1.5h | Transfer ownership to client team and establish ongoing support plan. End state: Client team is self-sufficient with templates and process. • Transfer template ownership/access to client marketing ops • Deliver all documentation (template guide, runbook, training recording) • Schedule 30-day check-in to address questions • Provide recommendations for template iteration and expansion • Document metrics baseline for measuring improvement • Close out project and gather feedback |
Summary
- Total Task Lists: 2 (consolidated from 4 Parts)
- Total Tasks: 13 (one per Step)
- Total Hours: 30h
- Generated from: playbook_email-operations-templates-and-build-process.md
- Generated on: 2025-12-31