What is in the HubSpot campaign brief?
A spreadsheet with six tabs: how to use it, a brief for the goal, audience, offer, dates, owner, budget and UTM value, an asset tracker for every page, form, email, workflow and post, email and landing page QA checklists, and a weekly results tab that calculates click and submission rates. It opens in Excel, Google Sheets or Numbers.
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How do you plan a campaign with the template?
Fill in the brief first and agree it with the team: one measurable goal, the segment and exclusions, the offer, key message, dates, owner and budget. Then list every asset in the asset tracker with its owner, due date and status, and mark when it's added to the HubSpot campaign, so reporting stays complete when the campaign ends.
- 01 BriefGoal, audience, offer
- 02 AssetsOwners, due dates
- 03 Email QABefore each send
- 04 Page QABefore publishing
- 05 ResultsWeekly
For how campaigns, UTMs and campaign metrics work in HubSpot, read our HubSpot campaigns guide.
What do the email and landing page checklists cover?
The email checklist covers domain authentication, marketing contacts and segment, subscription type, sender details, tokens, links and UTMs, the 102 KB Gmail clipping size, footer and unsubscribe link, plain text and a test send. The landing page checklist covers title, slug and meta description, one offer and form, the thank-you step, noindex on thank-you pages, canonical, domain and HTTPS.
Details on each are in our marketing email and landing pages guides.
How do you use the results tab?
Each week, enter sessions, page views, form submissions, emails delivered, clicks, new contacts and meetings booked. The sheet calculates the page submission rate and email click rate. Use the same weekly dates as the HubSpot campaign report, and add notes on changes such as a new subject line, so the final review explains what moved the numbers.
Want a second opinion on a campaign plan? Bring the brief to a free 30-minute call and we will review the goal, assets and tracking.
Campaign planning checklist
Key takeaway: Agree the goal and audience before building, track every asset to an owner, run the QA checklists before anything goes live, and log results weekly so the campaign review is based on numbers, not memory.
Frequently asked questions
What should a HubSpot campaign brief include?
One measurable goal and the date you'll judge it by, the audience segment and exclusions, the offer and key message, dates, owner and budget, the UTM campaign value, the channels, and how contacts are handed to sales. The brief tab lists each item with a hint, so the team agrees before anything is built.
What should you check before sending a HubSpot marketing email?
That the sending domain is authenticated, recipients are marketing contacts in the right segment, the subscription type fits, tokens have fallbacks, links carry UTMs, the email is under 102 KB so Gmail doesn't clip it, the footer has your address and an unsubscribe or preferences link, and a test email looks right.
Do you need the HubSpot campaigns tool to use this template?
No. The brief, asset tracker, QA checklists and results tab work on any plan. The campaigns tool itself, which groups assets and reports sessions, contacts and revenue, needs Marketing Hub Professional or Enterprise when we checked in October 2026; on other plans, use the template's results tab to collect the numbers by hand.
Sources
HubSpot documentation behind the feature and tier notes above, checked October 2026. HubSpot changes features and tiers often, so check your own portal too.