Name the promotion and its purpose
Describe the promotion, the audience and the business objective. The brief should say what a person does to enter and what the business plans to do with eligible enquiries afterward. Do not use a single entry count to represent every outcome.
Separate entry from ongoing contact
Document how promotion participation and future marketing choices are presented and recorded. Platform behavior matters: a subscription form may add a subscriber even when a separate custom preference is unchecked. Confirm the actual implementation before launch.
Set dates and market boundaries
Record the start and end dates, time zone, intended countries and eligibility conditions that the responsible operator has approved. The brief is a planning record; it does not replace the promotion’s applicable terms or review process.
Agree duplicate and preference handling
Decide how repeated entries, changed details and withdrawn marketing choices are handled. Specify what is delivered to the receiving team and what remains with the promotion operator. Keep unnecessary participant information out of routine reports.
Report the outcomes accurately
Count entries, eligible participants, marketing opt-ins and qualified sales enquiries separately. A person may complete one stage without completing another. Keep the reporting definitions visible so the campaign can be evaluated on its actual purpose.
Turn the checklist into a brief
Use the campaign builder to choose the category, market, quantity and fields. Add the relevant delivery or qualification requirements from this guide, then review the result before emailing it.
Platform reference: Klaviyo’s contest and subscribe-page guidance.