# Welcome-email worksheet

## Brief

- Business / product:
- Who receives this message:
- What they already did:
- What result they want:
- First useful action:
- Destination that completes that action:

## Draft

- Subject:
- Preview text:
- Greeting:
- Body (one or two sentences):
- Main button:
- Reassurance / relevant help:
- Supporting image's job:
- Image alternative text, chosen for its purpose:

## Personalization

| Field | Why it helps | Known source | Complete sample | Empty-field behavior |
| --- | --- | --- | --- | --- |
| | | | | |
| | | | | |

## Before sending

- [ ] Subject, body, button, and destination agree.
- [ ] The destination honors any preference promised in the message.
- [ ] The main task and button remain in live email HTML.
- [ ] Complete recipient preview reviewed.
- [ ] Missing-data preview reviewed; body fallbacks configured separately.
- [ ] Long-name preview reviewed.
- [ ] Images-hidden behavior reviewed in relevant clients.
- [ ] Required account/sender links retained.

## Experiment brief

- Hypothesis:
- Eligible audience and exclusions:
- Control:
- Treatment:
- What stays constant:
- Primary outcome:
- Observation window:
- Sample and stopping plan based on your historical baseline:
- Secondary measures and practical guardrails:
- What the result will and will not establish:

Fictional Weekwell example: new accounts without a menu; fixed card versus recipient-specific card; primary outcome could be first three dinners selected within seven days. No measured result is supplied.