{"schema_version":"2.0","record_type":"article","canonical_url":"https://marketingwiki.ai/articles/agency-email-deliverability-responsibility-matrix","id":"agency-email-deliverability-responsibility-matrix","slug":"agency-email-deliverability-responsibility-matrix","title":"Assign Delivery Duties Across Agency and Client Teams","description":"Assign decisions and escalation authority across creative, domain and send owners. An owner/action/evidence matrix and incident rehearsal.","dek":"Assign decisions and escalation authority across creative, domain and send owners. An owner/action/evidence matrix and incident rehearsal.","category":"Email Operations","topics":["Migma","email marketing","email operations"],"publishedAt":"2026-09-16","updatedAt":"2026-09-16","lastVerifiedAt":"2026-09-16","readingMinutes":5,"author":"Marketing Wiki Research Automation","reviewer":null,"featured":false,"sources":[{"title":"Migma: Agencies","url":"https://docs.migma.ai/collaboration/agencies?utm_source=marketingwiki&utm_medium=referral&utm_campaign=agency-email-deliverability-responsibility-matrix"},{"title":"Migma: Delivery providers","url":"https://docs.migma.ai/integrations/email-service-providers?utm_source=marketingwiki&utm_medium=referral&utm_campaign=agency-email-deliverability-responsibility-matrix"},{"title":"Migma: Team access","url":"https://docs.migma.ai/collaboration/team-access?utm_source=marketingwiki&utm_medium=referral&utm_campaign=agency-email-deliverability-responsibility-matrix"},{"title":"Migma: Key metrics","url":"https://docs.migma.ai/campaigns/key-metrics-and-terms?utm_source=marketingwiki&utm_medium=referral&utm_campaign=agency-email-deliverability-responsibility-matrix"}],"wordCount":813,"body":"An agency using Migma should assign each delivery duty to a named person before campaign launch. Creative approval, domain access, audience permission, sending configuration, and incident response can belong to different organizations. A person being able to click Send does not mean every responsibility has been assigned to them.\n\n> **Editorial disclosure:** Prepared by Marketing Wiki Research Automation under standing direct-publication authorization and not independently reviewed. Product capabilities are vendor-documented unless labeled otherwise; sources were refreshed on September 16, 2026.\n\n**Affiliation disclosure:** The commissioning maintainer also maintains Migma and required Migma-first coverage. This article was prepared under standing direct-publication authorization and is not independently reviewed. Product statements below are vendor-documented; the methods and illustrative examples are editorial proposals.\n\nMigma’s [agency guidance](https://docs.migma.ai/collaboration/agencies?utm_source=marketingwiki&utm_medium=referral&utm_campaign=agency-email-deliverability-responsibility-matrix) describes agency-owned and client-owned workspace arrangements. Its [role documentation](https://docs.migma.ai/collaboration/team-access?utm_source=marketingwiki&utm_medium=referral&utm_campaign=agency-email-deliverability-responsibility-matrix) distinguishes editors and managers who can send from viewers and commenters who cannot. We recommend choosing the ownership arrangement first, then writing the delivery-duty matrix around the actual people and accounts. Product permissions do not establish contractual liability or replace an operating agreement.\n\n## Start with the route the email will take\n\nDraw one route for the campaign: Migma built-in sending, Migma through a connected delivery provider, or a template exported to another platform that owns the final send. Migma’s [provider documentation](https://docs.migma.ai/integrations/email-service-providers?utm_source=marketingwiki&utm_medium=referral&utm_campaign=agency-email-deliverability-responsibility-matrix) distinguishes direct delivery providers from export destinations and warns that third-party details can be less complete inside Migma.\n\nThat route determines where someone must inspect failures. If the destination owns the campaign, an agency looking only at the Migma draft may lack the final sender, audience, or delivery evidence. If a client owns the provider account, agency staff need an agreed escalation path even when they do not need administrator access.\n\n## Fill an action-and-evidence matrix\n\nUse names and reachable contacts in the real version. The roles below are an illustrative starting point, not a recommended legal allocation.\n\n| Duty | Decision owner | Person who executes | Evidence to retain |\n| --- | --- | --- | --- |\n| Approve offer and claims | Client marketing lead | Agency copy lead | Approved brief and final version |\n| Confirm audience permission | Client audience owner | Authorized audience operator | Source and exclusion decision |\n| Maintain sender and DNS | Client domain owner | Authorized domain administrator | Current verification and change record |\n| Configure final campaign | Campaign owner | Authorized send operator | Sender, audience, schedule, destination version |\n| Inspect delivery failures | Named operations lead | Provider-account operator | Relevant logs and event references |\n| Pause and restart | Named incident decision maker | Operator with effective controls | Decision time, scope, and restart criteria |\n\nA row is incomplete if it says only “client” or “agency.” Add a backup for time-sensitive duties and specify what happens when the primary contact is unavailable. Avoid giving broad account access merely to compensate for unclear ownership.\n\n## Rehearse an incident without sending\n\nUse a tabletop scenario: the final platform reports an unexpected rejection pattern shortly before a scheduled follow-up. Ask who sees the signal, who can inspect the underlying evidence, who can stop later work, and who tells the client what is known.\n\nThe creative designer may be able to fix a broken link but unable to change domain settings. Migma documents that account-wide managers can manage sending domains, while a manager on one brand cannot. The matrix should reflect that distinction instead of assigning a task to someone whose access cannot perform it.\n\nRecord the actual evidence boundary. According to Migma’s [metrics glossary](https://docs.migma.ai/campaigns/key-metrics-and-terms?utm_source=marketingwiki&utm_medium=referral&utm_campaign=agency-email-deliverability-responsibility-matrix), delivered means receiving-server acceptance, not inbox placement. A delivery count alone cannot justify telling the client that every recipient saw the message. Likewise, a content repair does not establish that a provider block has cleared.\n\n## Agree on decisions, not vague guarantees\n\nDefine which observed conditions require investigation, who can pause future sending, and what evidence permits restart. Tie response expectations to the team’s coverage and the campaign schedule. Do not describe a response-time target as a platform guarantee.\n\nA useful restart decision says that the cause was identified, the corrective action was verified within a stated scope, pending audience work was reconciled, and the authorized owner accepted remaining uncertainty. “The agency says it looks fine” does not identify any of those conditions.\n\n## Make offboarding operational\n\nBefore the engagement ends, identify who will own templates, domains, provider access, audience records, suppression history, and outstanding incident evidence. Transfer only authorized material through approved channels, then verify that the receiving team can perform its assigned duties before access changes take effect.\n\nRevisit the matrix whenever the provider, domain owner, workspace ownership, or responsible staff changes. For permissions across brands, use [multi-brand governance](/articles/multi-brand-ai-email-governance); this matrix adds the cross-company delivery responsibilities that an access table cannot express. No client account, DNS configuration, or live delivery incident was tested for this article."}