Client guidelines

How we work together.

Please read these guidelines so your team and ours run in step from day one. Everything here exists to keep your campaigns on schedule and the work at the standard you signed up for.

Walkthrough · Watch this first

Contents

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01 / Getting started

Onboarding and setup

The four stages between your start date and your first campaigns going out.

Brand immersion

We familiarise ourselves with your brand identity and customer demographics.

Klaviyo setup

We integrate your account, organise content, and set up templates and flows.

Strategy planning

We develop a strategic plan aligned with your goals and seasonal needs.

Campaigns and flows go live

Given the comprehensive onboarding process, please note that flows and campaigns are unlikely to go live on your start date. This initial setup period allows us to create well-aligned campaigns that truly resonate with your audience, setting us up for long-term success.

02 / What we need from you

Content guideline

In order to design beautiful emails, we need to be aligned on the following.

High-quality visuals

Provide fresh, engaging content like photos, videos and testimonials.

Product and lifestyle images

Clear, high-resolution photos of your products in action.

Videos

Short videos that highlight product features, customer testimonials or brand stories.

Product and lifestyle images

Short videos that highlight product features, customer testimonials or brand stories.

Product and lifestyle images

Images tailored to special promotions, product launches or seasonal themes.

Regular updates

Keep us informed about new products, website changes and best-performing ads. Keep note of the following, and be sure to update us during your monthly campaign planning calls.

New content

If URLs change on the website

A/B tests being run on the website

Monthly best-performing ads

New products launching

Nearly sold out or sold out products

Theme changes to the website

Website messaging or front-end offer

03 / If you need help

Content support options

If you need assistance generating content, we have partnerships with highly skilled content agencies that can deliver professional visuals, product photography and brand storytelling. These agencies understand the needs of e-commerce brands and can provide custom content tailored to your target audience.

04 / Where it lives

Content organisation

If possible, a brief video walkthrough of your content folder is extremely helpful. It can show us where everything is located, highlight recent additions, and give us any tips on your preferred usage of assets.

Centralised access

Use a single platform, such as Google Drive, Dropbox or another preferred platform, where all content can be easily accessed by our team.

Clear structure

Organise folders by categories such as product images, lifestyle photos, video assets, user-generated content and campaign-specific graphics. Consistent naming conventions within folders also help us locate files quickly.

Regular updates

Notify us when new content is added so we can use it in campaigns. Keeping your folders organised and telling us about updates makes it easier for our team to work efficiently and create standout emails that align with your brand.

05 / Reviewing the work

Email feedback on Figma

Feedback is expected within 1 to 2 business days. If you need additional time to review, just reach out. Any delays in feedback may cause delays in final delivery, and send dates may be pushed to accommodate the new timeline. If feedback is delayed more than one week, we will provide you with an updated timeline via Slack.

Do this

Be specific. Use the comment feature on Figma to highlight the exact portion you are leaving feedback on, and give us relevant examples, links or notes.
Tell us what you love. Positive feedback helps us hone in on your vision and lets us know what we are doing right.
Take notes. It is fine to sit with your thoughts before sending final feedback. If you need extra time, just let us know.
Follow up. Send us a message on Slack once you have completed your feedback so we can review it.

Not this

Being vague. If you do or do not like something, give us the context and reasoning behind it, so we can apply the same thinking going forward.
Feeling rushed. There is no need to give all of your feedback right away. You have 48 hours to complete your notes.
Boxing yourself in. We want to hear all of your thoughts, however small they may seem. In the beginning, give us as much feedback as possible so we get aligned with your brand.
Thinking small. Your first review will take the longest because we are still getting to know your brand. As we continue working together, we hone in on your branding and the review process gets easier..

Watch how to review emails in Figma

06 / Rounds

Email revisions

To keep our workflow efficient and your campaigns on schedule, we offer up to two revisions per email. As we often send multiple emails or entire flows for your review at once, please take time to review each thoroughly and provide clear, specific feedback. Including examples, where applicable, helps us understand your preferences and make precise adjustments.

This process allows us to deliver emails that align with your vision while keeping projects on track and running smoothly. Thank you for your partnership and attention to detail.

07 / Turnaround

Last minute and urgent requests

We believe a well-planned and thoughtful approach leads to the best possible results. Because of this, we operate under a no-urgency policy. We only work with clients that allow for adequate planning, experimentation and data-driven decision-making.

If any deliverable (email campaigns, flows and so on) is requested with a turnaround of 12 hours or less, a rush fee of $150 to $500 will be added to your next invoice, depending on how much time it takes the team. We understand unexpected things come up and we can be flexible, but if it becomes a pattern we will let you know that the rush fee applies.
Please understand that we may not be able to handle requests that require immediate attention. If you do have an urgent matter, communicate it to us as far in advance as possible so we can prioritise it accordingly.

If any deliverable (email campaigns, flows and so on) is requested with a turnaround of 12 hours or less, a rush fee of $150 to $500 will be added to your next invoice, depending on how much time it takes the team. We understand unexpected things come up and we can be flexible, but if it becomes a pattern we will let you know that the rush fee applies.
Please understand that we may not be able to handle requests that require immediate attention. If you do have an urgent matter, communicate it to us as far in advance as possible so we can prioritise it accordingly.

08 / When we are here

Office hours and response time

We are available Monday to Friday via Slack.

Each account manager works in a different time zone based on their clients, so please check when they are online so we can communicate as efficiently as possible.
It is common for us to respond to messages and emails outside office hours if we happen to be online, but it is not to be expected.
If you have a question or comment outside our office hours, send it via Slack and we will respond during regular hours.

We are available Monday to Friday via Slack.

Each account manager works in a different time zone based on their clients, so please check when they are online so we can communicate as efficiently as possible.
It is common for us to respond to messages and emails outside office hours if we happen to be online, but it is not to be expected.
If you have a question or comment outside our office hours, send it via Slack and we will respond during regular hours.

What

The standard

Response time

Within 12 hours, Monday to Friday. Often much faster, sometimes within an hour if your account manager is online.

Why it is not instant

Account managers spend most of the day managing campaign calendars, crafting emails, monitoring performance in Klaviyo and building strategy, rather than sitting in Slack.

This balance is what lets us deliver high-quality results and stay proactive with your account. Thank you for your understanding and trust in our process.

09 / Deadlines

Weekend cut-off and asset submission

To ensure your campaigns launch smoothly and on schedule, we have specific cut-off times for submitting assets, content and email approvals.

Asset and approval submission deadlines

For any upcoming launches or email campaigns, please submit all necessary assets (images, videos, URLs or special offers) and final email approvals by Friday at midday GMT at the latest. This lead time gives our team enough room to move approved emails from Figma into Klaviyo, schedule them, and double-check that everything is ready for launch.

Weekend availability

Our team primarily operates Monday to Friday and we are typically offline over the weekend. During peak periods such as BFCM we may increase weekend availability. Even then, proactive planning is essential. Providing content, URLs and approvals well in advance keeps the workflow smooth and avoids last-minute issues.

Best practice

To avoid delays, finalise all content and approvals early, especially during peak seasons. Last-minute submissions are difficult to accommodate once emails are set in Klaviyo and queued for deployment.

10 / The monthly rhythm

Monthly campaign planning process

To keep campaigns on track we need clients to prioritise these monthly calls and review the campaign plan promptly. This collaborative structure is essential to delivering timely, high-quality campaigns.

Monthly planning call

We meet once a month to discuss what is coming up over the next 4 to 6 weeks, reviewing your priorities, seasonal events and any new promotions. Our team brings campaign ideas based on what is currently working in your industry and with your audience.

Campaign breakdown

After the call we send you a complete breakdown of the campaigns we plan to add to the calendar. This overview is your chance to review and make sure everything aligns with your vision.

Email review and approval

Provide feedback on the campaign list and confirm any adjustments. This is crucial, because our team begins creating the campaigns immediately after your approval. Once each email is created it is uploaded to Figma, where you can review, comment and approve the final drafts.

Scheduling

After your approval the emails are added to Klaviyo and scheduled according to the calendar plan.

11 / Changes

Campaign calendar changes

After our monthly planning call we send you a list of upcoming campaigns for review, and these are added to the shared campaign calendar, which you can access at any time. To keep everything running smoothly, we require at least 7 days' notice for any major change to a scheduled campaign.

Most campaigns are fully prepared in advance, including copy, design and scheduling in Klaviyo, so last-minute changes create significant additional work for our team. Minor edits are always welcome, but switching to a different campaign with less than 7 days' notice cannot be guaranteed.

Why this matters

This policy is what keeps your campaigns on track while maintaining an efficient workflow.

12 / Quick reference

One last thing

Please reply within 12 hours on weekdays.

Learn how to use Figma and add comments. There is a Loom walkthrough here.

Keep all communication in the Slack channel. For billing questions, DM Adam or Jordan on Slack or email adam@retentionforbrands.com or jordan@retentionforbrands.com.

Use Slack threads as much as possible. It is a far more efficient way to communicate.

Send one Slack message rather than ten one-line messages.

Schedule a monthly call each month, and show up on time.

Provide clear timelines and expectations for product releases and content.

RETENTION FOR BRANDS

Client guidelines