SlackThe structure
- Subject: the headline number and the week, such as 'MER 3.1 this week, week 41'.
- Line one: how the week went against the break-even line, in plain words.
- Three changes: what we changed, why, and who approved it.
- One decision we need, with the options and our recommendation.
- One risk or gap, including anything we could not measure.
A made-up example
MER was 3.1 this week against a break-even of 2.4. We moved 15 percent of budget from prospecting to the best two ads, approved by you on Tuesday. We need your decision on a spring offer by Friday. Risk: the purchase event misfired for one day, so Tuesday's orders are counted from the store, not the ad platform.
Rules
- No attachments needed to understand it. Link to the report for detail.
- Same day and time each week, so it becomes a habit.
- Write 'not measured' when it is not, never zero.
