Measure
Brief
Plan
Define what success looks like before you send
Describe the campaign and its goal; get a one-page measurement plan with baselines, targets, leading indicators, and a reporting plan.
The prompt
Define how we’ll measure [the campaign or initiative].
Context: what we’re communicating: [summary]. What we need people to do or understand: [outcome]. Channels: [list]. Baselines we already have: [e.g., average open rate x%, click rate y%, last survey score z].
Audience: the comms team and the sponsor who will ask “did it work?”
Tone: realistic; distinguish what we can measure from what we’d like to know.
Must include:
– One outcome metric (what changed in the business) and two or three engagement metrics (opens, clicks, read time, survey response)
– A target for each, with the baseline it’s compared to
– Leading indicators we can check in the first 48 hours
– What we’ll change mid-campaign if the leading indicators are weak
– How and when we’ll report results, and to whom
Constraints: no vanity metrics without a stated reason to track them.
Output: a one-page measurement plan as a table, plus the three questions I should be able to answer in the retrospective.
Works in
Any AI toolHow to use
Do this before the first send. It is much harder to define success after you have seen the numbers.
Related Resources
page
Need your baselines? Ask Insights Assistant for last quarter’s average open and click rates and paste them straight into Context.
The prompt
Define how we’ll measure [the campaign or initiative].
Context: what we’re communicating: [summary]. What we need people to do or understand: [outcome]. Channels: [list]. Baselines we already have: [e.g., average open rate x%, click rate y%, last survey score z].
Audience: the comms team and the sponsor who will ask “did it work?”
Tone: realistic; distinguish what we can measure from what we’d like to know.
Must include:
– One outcome metric (what changed in the business) and two or three engagement metrics (opens, clicks, read time, survey response)
– A target for each, with the baseline it’s compared to
– Leading indicators we can check in the first 48 hours
– What we’ll change mid-campaign if the leading indicators are weak
– How and when we’ll report results, and to whom
Constraints: no vanity metrics without a stated reason to track them.
Output: a one-page measurement plan as a table, plus the three questions I should be able to answer in the retrospective.
