Email Ops SLAs

Last updated: 10/24/2024
Last reviewed: 10/24/2024

 Table of Contents

1. Jira Ticket Status Descriptions 

2. Simple Emails  

3. Newsletters 

4. Partner/Vendor HTML Email Requests 

5. Custom Link or Redirect Request (redirect for ungated/UTMs for gated assets) 

6. Tradeshow Emails 

7. Instapage Review and Registration/Demo Form Requests 

8. Triggers and Nurtures 

9. Deliverables required from Demand Gen/Customer/Partner Marketing 

10. Extenuating Circumstances 

Jira Ticket Status Descriptions

See this section of Confluence for explanations about Statuses and Task Assignment Ownership:

• Jira Work Management Overview | Task status definitions

• Jira Work Management Overview | Assigning and changing task statuses from NEW to TO DO

[New]

[In Progress]
 

Simple Emails 

This includes our usual emails promoting assets/surveys/ABM, a demo email, and webinar invites. 

Timeline:  

• 5 business days: DG/CM/PM submits request through Jira

• 4 business days or earlier: Email copy, links, banners, lists, etc. to be submitted – if you do not have all deliverables by this time, we may need to push the email.  

• 2 business days: Email QA’d by Ops, DGM/CM/PM approval / Email scheduled for next day 

• Day of: Email is sent 

Timeline of what needs to happen each day to meet the Friday, 12/9 deadline: 

• By noon on Fri 12/2 (or sooner): DG to submit AT ticket 

• By noon on Mon 12/5 (or sooner): DG needs to submit email all copy/links/images/etc. 

• By noon on Wed 12/6 (or sooner): Email Ops sends draft for approval from DG  

• Fri 12/9: Email is sent!

 
Additional things to note:  

ALL TEAMS (DG/CM/PM and Email/Media/WBN Ops) are responsible for checking in on Jira tasks/projects daily, regardless of whether you receive an email notification or not. If you are not receiving notifications, please reach out to your Manager.

Deliverables: DGM/CM/PM is responsible for providing all deliverables needed to execute an email project, including but not limited to email copy (e.g., subject lines, headers, body copy, demo footer copy, etc.), all images, all asset links (e.g., blog links, on-demand webinar links, demo links, Instapage links, etc.), so that we have all materials needed to build and launch the email on schedule.    

If there are extenuating circumstances, please contact your Email Ops counterpart as soon as you are aware of something impacting the launch of your email so we can discuss options. 

If DG/CM/PM is unable to supply all deliverables to Email Ops under the above agreed-upon timelines (assuming no extenuating circumstances that we previously discussed), then the send date can be pushed out at the Email Ops manager’s discretion. 

Newsletters 

• 8 business days: Since we have multiple that need to be built each month, with some going out on the same day as other newsletters, these will require more time. 

• This means copy is due by noon, 4 business days before the send date (e.g., copy due by noon Thurs. 1/26 to be sent on Wed. 2/1).  

• Add 1 business day for each additional newsletter: If multiple newsletters are going out on the same date, (e.g., if 3 are going out on the same day, then copy is due 6 business days prior to the send date) more time is needed. 

Partner/Vendor HTML Email Requests 

• 5 business days: These requests follow same the same 5 business day timeline as a simple email request. 

Custom Link or Redirect Request (redirect for ungated/UTMs for gated assets) 

• 2 business days: If you need a redirect link or a custom link with UTMs, please expect at least 2 business days for (1) link. 

Tradeshow Emails  

• 5 business days: A tradeshow pre/post-show email follows the same 5 business day timeline as a simple email request. 

  • Please confirm the list will be available in time for the send date, tell your Email Ops Manager when it is ready, and provide the list or SFDC campaign name. Refer to DG-CM-PM Steps and Timelines for List Upload Requests for further clarification on list upload timelines.  

Instapage Review and Registration/Demo Form Requests 

• 7 business days: Instapage QA and/or a registration/demo form 

  • Submit request with all necessary information to build form 7 business days out from the intended page/form launch 

  • For more guidance on the entire instapage process/requirements, check out this Confluence page: https://relias.atlassian.net/wiki/x/AYDZ1Q

Forms 

• 5 business days: If requesting a Pardot form only, for any reason; more than 1 form might require more time 

Triggers and Nurtures 

Triggers  

• 8 business days: For 3 or less emails 

• 10 business days: For 4 to 6 emails 

  • NOTE: These timelines assume a linear trigger, more complicated triggers and triggers over 6 emails need to be discussed in advance with Email Operations Team. 

Nurtures 

• 20 business days (minimum) 

  • This number is only applicable to one, linear nurture with approx. 8-10 emails. If additional nurtures are requested, or additional complexity is needed for the cadence (e.g., more action steps/rules/etc. are required for the build, etc.), additional business days might be required. This final launch date should be discussed during the initial planning meeting, before submitting to Jira.  

• NOTE: If requestor doesn't have all copy/links/images ready in time for the nurture to launch, then the email doesn't get added to the stream until it's ready, OR the nurture is on hold until all copy/links/images are provided. Emails that are in the nurture should be final emails; we will no longer use placeholders. 
   

  • Deliverables we need to receive/info we need to know:  

    • **Refer to Nurtures Checklist for more detailed info** 

    • What’s the topic/theme? (e.g., Trauma-informed care; nurture for MCLs) 

    • Who’s the audience? (e.g., All ACU prospects; PAC MCL prospects, etc.)  

    • Does a list upload need to be considered, or are we referencing an existing list? 

    • How many emails total?  

    • Frequency of sends (1/week, biweekly, etc.)  

    • Goal of Nurture (e.g., to score up into next content series; demo request)  

    • Layout of Nurture (great example: https://miro.com/app/board/uXjVMlb1hnQ=/ ) - a visual plan in some form will be very helpful for us to figure out how we should best set up the nurture program 

    • Intended launch date 

Deliverables required from Demand Gen/Customer/Partner Marketing

1. All copy/links/images/etc. should be submitted when the Jira project is submitted. 

2. If a nurture will be segmented into a different audiences (e.g. an MQL track, an MCL track, and an inactive track), each track must be submitted as a different Jira project.  

3. A clear outline/visual representation of the flow of the nurture/trigger is needed unless it follows a linear path with basic flow steps and audience (e.g., all HHS prospects who completed X nurture, 1 email per week with no specifications). 

4. Please submit all copy and images together. As mentioned above, please provide the original image file to the ticket – for example, do not paste an image into a Word document for us to use, we need the actual final file provided by Creative. This way we can look in Pardot to see if the image has already been saved and we won’t upload a duplicate file. Images in Word documents should only be used to give the team guidance for image placement.  

Extenuating Circumstances