{"id":84597,"date":"2025-03-28T16:21:32","date_gmt":"2025-03-28T16:21:32","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/briefing\/"},"modified":"2026-10-21T17:08:33","modified_gmt":"2026-10-21T17:08:33","slug":"briefing","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/briefing\/","title":{"rendered":"Briefing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A briefing, or brief, is a short document that gathers the information a team needs to carry out a project: what it aims to achieve, for whom, with what message, by when and on what budget.<\/p>\n\n<p class=\"wp-block-paragraph\">The word comes from &#8220;brief&#8221;, which means short or summary. It can be described as a &#8220;report&#8221;, &#8220;summary&#8221; or set of &#8220;instructions&#8221;, but in marketing the term brief is almost always used.<\/p>\n\n<h2 class=\"wp-block-heading\">What is a briefing for?<\/h2>\n\n<p class=\"wp-block-paragraph\">A good briefing prevents misunderstandings and rework. When the client and the agency, or two departments, work from the same document, the work gets done faster and better.<\/p>\n\n<p class=\"wp-block-paragraph\">It helps you:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Align everyone involved on the goal.<\/li>\n\n\n\n<li>Give the creative team the information it needs without endless meetings.<\/li>\n\n\n\n<li>Set deadlines, budget and deliverables.<\/li>\n\n\n\n<li>Have a yardstick for evaluating the result.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Without a briefing, everyone interprets the assignment in their own way. And the revisions pile up.<\/p>\n\n<h2 class=\"wp-block-heading\">What types of briefing are there?<\/h2>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Type<\/th><th>Who writes it<\/th><th>Used for<\/th><\/tr><\/thead><tbody><tr><td>Marketing brief<\/td><td>The advertiser or the marketing manager<\/td><td>Explain the product, the market and the business goals<\/td><\/tr><tr><td>Creative brief<\/td><td>The agency or the strategist<\/td><td>Give the creative team the message and the tone<\/td><\/tr><tr><td>Media brief<\/td><td>The media planner<\/td><td>Decide on channels, dates and the media budget<\/td><\/tr><tr><td>Design or web brief<\/td><td>The client or the project manager<\/td><td>Specify pieces, formats and technical requirements<\/td><\/tr><tr><td>Counter-brief<\/td><td>The agency, in response<\/td><td>Confirm what was understood or point out what is missing<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-briefing-1024x576.png\" alt=\"Types of briefing: marketing, creative, media, design or web, and counter-brief\" class=\"wp-image-107716\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-briefing-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-briefing-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-briefing-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-briefing-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-briefing-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-briefing-60x34.png 60w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-briefing.png 1672w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>From brief to send, all in one place<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Create, segment and schedule the campaigns in your brief with Mailrelay&#8217;s free account.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&amp;utm_campaign=briefing\">Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">What are the parts of a briefing?<\/h2>\n\n<p class=\"wp-block-paragraph\">Every company has its own template, but almost all of them include these sections:<\/p>\n\n<ol class=\"wp-block-list\">\n<li><strong>Context:<\/strong> the situation of the brand, the product and the market.<\/li>\n\n\n\n<li><strong>Goal:<\/strong> what you want to achieve, with a figure if possible.<\/li>\n\n\n\n<li><strong>Target audience:<\/strong> who it is aimed at, and their problem or desire.<\/li>\n\n\n\n<li><strong>Main message:<\/strong> the <a href=\"https:\/\/mailrelay.com\/en\/glossary\/single-minded-proposition\/\">single-minded proposition<\/a>, the one idea that should stick.<\/li>\n\n\n\n<li><strong>Reasons to believe:<\/strong> data, proof or testimonials that back up the message.<\/li>\n\n\n\n<li><strong>Tone and style:<\/strong> how it should sound and look.<\/li>\n\n\n\n<li><strong>Deliverables and channels:<\/strong> which pieces are needed and where they will be published.<\/li>\n\n\n\n<li><strong>Deadlines and budget.<\/strong><\/li>\n\n\n\n<li><strong>How success will be measured.<\/strong><\/li>\n<\/ol>\n\n<h2 class=\"wp-block-heading\">Briefing example<\/h2>\n\n<p class=\"wp-block-paragraph\">Here is a made-up example for an email campaign by an online coffee shop:<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Item<\/th><th>Content<\/th><\/tr><\/thead><tbody><tr><td>Context<\/td><td>Online specialty coffee shop. Steady sales, but few customers buy again<\/td><\/tr><tr><td>Goal<\/td><td>Get 15% of this year&#8217;s customers to make a second purchase before January 31<\/td><\/tr><tr><td>Audience<\/td><td>People who bought once in the last 6 months<\/td><\/tr><tr><td>Main message<\/td><td>Your favorite coffee, at home before you run out<\/td><\/tr><tr><td>Reasons to believe<\/td><td>24-hour delivery and a subscription you can pause whenever you want<\/td><\/tr><tr><td>Tone<\/td><td>Friendly and simple, without barista jargon<\/td><\/tr><tr><td>Deliverables<\/td><td>A sequence of 3 emails and an SMS reminder<\/td><\/tr><tr><td>Deadlines<\/td><td>First send on November 10<\/td><\/tr><tr><td>Measurement<\/td><td>Repeat purchase rate and sales attributed to the campaign<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<h2 class=\"wp-block-heading\">How to write a briefing step by step<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Start with the goal.<\/strong>  If you can&#8217;t say in one sentence what you want to achieve, the briefing isn&#8217;t ready yet.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Keep it short.<\/strong>  A one- or two-page brief gets read in full. A twenty-page one doesn&#8217;t.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Talk about the audience, not just the product.<\/strong>  Explain what worries them and what they expect.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Choose a single message.<\/strong>  Everything else goes under reasons to believe.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Leave room for creativity.<\/strong>  The briefing says what needs to be achieved, not what the design should look like.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Ask for a counter-brief.<\/strong>  Have the team tell you what they&#8217;ve understood before they start.<\/p>\n\n<h2 class=\"wp-block-heading\">Common briefing mistakes<\/h2>\n\n<p class=\"wp-block-paragraph\">The most common one is asking for &#8220;something creative&#8221; without saying what for. Without a measurable goal, nobody knows whether the campaign worked.<\/p>\n\n<p class=\"wp-block-paragraph\">Other briefings that fail are those with five main messages, those that describe the audience as &#8220;everyone&#8221; and those that set the deadline without allowing for revisions. And a classic: changing the goal halfway through the project without updating the document.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/partes-de-un-briefing-1024x576.png\" alt=\"The 9 parts of a briefing\" class=\"wp-image-107720\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/partes-de-un-briefing-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/partes-de-un-briefing-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/partes-de-un-briefing-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/partes-de-un-briefing-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/partes-de-un-briefing-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/partes-de-un-briefing-60x34.png 60w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/partes-de-un-briefing.png 1672w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">How Mailrelay helps you<\/h2>\n\n<p class=\"wp-block-paragraph\">If your briefing includes email or <a href=\"https:\/\/mailrelay.com\/en\/sms\/\">SMS<\/a>, Mailrelay helps you put it into practice. You can create <a href=\"https:\/\/mailrelay.com\/en\/glossary\/segmentation-in-email-marketing\/\">segments<\/a> for each audience in the brief, design the pieces with templates and schedule the sends for the agreed dates.<\/p>\n\n<p class=\"wp-block-paragraph\">With the statistics, you can check whether the campaign meets its goal: opens and clicks (on the free account and on Enterprise), unsubscribes and bounces. And with an <a href=\"https:\/\/mailrelay.com\/en\/glossary\/a-b-testing\/\">A\/B test<\/a> you can try out two ways of presenting the main message.<\/p>\n\n<p class=\"wp-block-paragraph\">The free account lets you send up to 80,000 emails a month to 20,000 contacts, with human support on every plan.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Measure whether your campaign meets its goal<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Real-time opens, clicks and unsubscribes on the free account.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&amp;utm_campaign=briefing\">Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Frequently asked questions about briefings<\/h2>\n\n<p class=\"wp-block-paragraph\">These are the most frequently asked questions about the briefing and the brief.<\/p>\n\n<h3 class=\"wp-block-heading\">What does briefing mean?<\/h3>\n\n<p class=\"wp-block-paragraph\">It is a summary or report with the instructions for a project. In marketing, both forms of the word are used: briefing or brief.<\/p>\n\n<h3 class=\"wp-block-heading\">What is the difference between a brief and a briefing?<\/h3>\n\n<p class=\"wp-block-paragraph\">In practice, none: both names are used for the same document. Some people use briefing for the meeting where the brief is presented.<\/p>\n\n<h3 class=\"wp-block-heading\">What is a counter-brief?<\/h3>\n\n<p class=\"wp-block-paragraph\">It is the response from the team that receives the briefing. It confirms what they have understood, raises questions and points out the missing information.<\/p>\n\n<h3 class=\"wp-block-heading\">How long should a briefing be?<\/h3>\n\n<p class=\"wp-block-paragraph\">One or two pages are usually enough. If you need more, attach appendices separately and keep the main document short.<\/p>\n\n<h3 class=\"wp-block-heading\">Who should approve the briefing?<\/h3>\n\n<p class=\"wp-block-paragraph\">The person who commissions the project and whoever is accountable for the result. If both sign off on it before work starts, there will be fewer revisions later.<\/p>\n\n<h2 class=\"wp-block-heading\">Related entries<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/single-minded-proposition\/\">Single-minded proposition (SMP)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/usp-unique-selling-proposition\/\">USP (Unique Selling Proposition)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/buyer-persona\/\">Buyer persona<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/target\/\">Target<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/branding\/\">Branding<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/copywriting\/\">Copywriting<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-marketing-strategy\/\">Email marketing strategy<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-marketing-campaign\/\">Email marketing campaign<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/segmentation-in-email-marketing\/\">Segmentation in email marketing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/kpi-key-performance-indicator\/\">KPI (Key Performance Indicator)<\/a><\/li>\n<\/ul>\n","protected":false},"template":"","class_list":["post-84597","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Briefing: what it is, types, parts and an example (template)<\/title>\n<meta name=\"description\" content=\"A briefing is the document that sums up what a project needs. 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