To generate content and design for each individual campaign, we’ll need some basic information to make sure we can tailor the messaging, layout, and testing strategy to your goals. See below for the general requirements, and read on for some unique, channel-specific needs.
📅Required Inputs per Individual Campaign
Campaign objective
Key message and product/offer details
Desired action the audience should take (e.g. apply, sign up, learn more). This is the CTA intent, not the exact CTA copy
Audience criteria (i.e., pre-approved, segmentation)
Legal requirements (mandatory elements, disclaimers, etc. — think of the “footers”)
For regulated industries: Required disclosures
Approval workflow (mandatory approvers and their email addresses)
Desired deliverables (specific outputs, formats, and/or naming conventions your team needs from us)
If applicable: Functional requirements (e.g., mobile-first, modular, AMP, interactive)
Nice to have: Launch date.
It’s likely that most, if not all, of this information may already exist in your brand’s creative brief, so you may find that easier to send along, or feel free to use Persado’s Campaign Brief template here. Please supply any information above that isn’t in the brief via email, or discuss live in our meetings.
Additional Requirements per Channel
Depending on the channel your campaign is running in, we may need some additional technical details. Check out the requirements below for:
🖥️ Additional Web Banner Requirements
There are a few additional inputs for web banner deliverables that we’ll need with each campaign.
Ad platforms and publishers
Supported formats per platform
File size limits
Animation constraints (max seconds, max loops, polite load)
Clicktag requirements
Backup static requirements
Tracking requirements (UTMs, macros).
⌨️ Additional Web Page Requirements
There are a few additional specifications for web page deliverables that we’ll need with each campaign.
Technical Constraints and Output Requirements
These define how the page must perform, be tracked, and be packaged for your systems.
Device support (desktop, mobile, tablet)
Browser support (list)
Performance constraints (page weight limits if any)
Tracking placeholders (UTMs, pixels, analytics hooks)
Cookie/consent handling expectations
File packaging expectations (single ZIP, folder structure, README).
Final Delivery & Handoff
Please confirm what Persado should deliver and what is out of scope, ensuring a clean and accountable launch:
Design mockups
HTML/CSS files
Assets (images, fonts)
Documentation/README
Implementation notes
Limitations documented (what the delivered asset does NOT handle)
Final approval recorded.
📫Additional Direct Mail Requirements
There are a few additional requirements specifically for print deliverables that we’ll need with each campaign. These details are critical to ensure the file is built correctly for printing and mailing without production issues or rework.
Technical Specifications (From Client or Printer)
Final dimensions
Paper stock
Envelope size/type
Folding type
Bleed requirements
Finishing (foil, embossing, perforation, die-cut, coatings)
Postal constraints (weight limits, size rules, postal class).
Variable Data & Personalization
List of fields to personalize (e.g., name, balance, product, branch)
Conditional rules (when to show or hide content)
Sample CSV or data schema
Segmentation definitions
Rules for missing or invalid data.
Data Logistics & Security
This ensures data is transferred securely and complies with privacy and regulatory requirements:
Who provides the data (client, agency, or printer)
File format (CSV, XLSX, secure export)
Delivery method (SFTP, secure portal, encrypted email)
Data privacy rules (GDPR, PCI, banking or internal compliance policies).
🌐Additional Facebook/Instagram Requirements
There are a few additional specifications for Facebook/Instagram deliverables that we’ll need with each campaign.
Ad format (e.g., image, carousel, video, collection, static)
Legal/disclaimer placement requirements (e.g., ad copy vs. in image).
The below information is nice to have for Facebook/Instagram, but not required for us to get started:
Hashtags (required/optional/banned)
Emojis usage preference
Landing page URL
Predefined Meta/Paid Ad call-to-action applicable.
🔎Additional Paid Search (Google Ads) Requirements
There are a few additional specifications for Google Ads deliverables that we’ll need with each campaign.
Final URL (landing page)
Display URL (ad appearance)
Target keywords (audience alignment and competition)
Key terms/keywords (specific terms and historical performance data).
The below information is nice to have for Google Ads, but not required for us to get started. Please share any of these additional details if you have them available!
Words/phrases to avoid
Possible extensions used (call extensions, sitelinks, etc.).
👥Additional LinkedIn Ads Requirements
There are a few additional specifications for LinkedIn Ads deliverables that we’ll need with each campaign:
Ad placement and format (e.g., text-only, carousel/PDF, video, poll, event, newsletter, article)
Legal/disclaimer placement requirements (e.g., ad copy vs. in image).
The below information is nice to have for LinkedIn, but not required for us to get started. Please share any of these additional details if you have them available!
Custom button preferences (e.g., such as follow, visit website, learn more, or sign up)
Content focus and approach (e.g., thought leadership, educational, company news, testimonials, etc)
Landing page or URL
B2B consideration stage (target funnel stage such as awareness/problem, consideration/solution, or decision/vector)
Specific mentions (e.g., partners, employees, or influencers)
Hashtag requirements.
📱Additional In-App Requirements
There are a few additional specifications for In-App that we’ll need with each campaign:
The triggering event/condition, if any
Any custom technical requirements (how your App is built, any limitations, etc.)
The information below is nice to have for In-App, but not required for us to get started:
Required touchpoints (preheadline, headline, body, CTA[s])
Any variables (e.g., personalization)
Length limitations per touchpoint.