In the dynamic world of marketing, there’s one channel that consistently outshines the rest.
It’s called the Email Marketing!
Where, for every $1 invested, it brings back $42 in return.
But the challenge is that most brands struggle to come up with an effective, diversified, engaging email marketing calendar.
In this article, I’m going to walk you through the entire process of creating an Email Marketing Calendar!
But before I do that, I’ll be addressing some of the most common questions people have while making the campaign calendar for email marketing:
-How often should I send?
-What should I put in those emails?
-How to come up with campaign ideas?
-When should I send those emails?
My goal is to prepare your email marketing content calendar without any fuss.
You will also have FREE access to my email marketing campaign calendar from the link given below at the end of this article.
So, let’s get started!
To make this easier I’ve simplified the entire process in 4 simple steps.
Step #1 How Many Campaigns You Should Send? (Finalize your campaign frequency)
Now to understand how many campaigns you should send aka finalizing your frequency. You
first need to have the following things ready.
Setting Your Goals
The first step in creating your email content calendar is setting your goals. i.e.
you first need to understand, what are you trying to achieve with your emails.
Are you looking to increase sales, brand awareness, or customer engagement?
Knowing your goals will help you tailor your content accordingly.
For example:
1) To increase sales & clear old stock- it’s best to run good offers.
2) For brand awareness- it’s important to promote heavy UGC-based content because nothing works better than having strong and heavy word of mouth.
Product Range Or Niche
Consider the nature of your product range or niche.
If your products are purchased frequently, you can send more email campaigns. Adjust your email frequency based on seasonal variations and the average ticket size of your products.
Always remember that low-ticket-size products are generally easier to sell through email.
List Size
The size of your email list is a crucial factor in determining email frequency.
After working with numerous brands, we’ve observed that:
- For list size, under 20k subscribers, one email per week is recommended.
- For lists ranging from 20k to 50k subscribers, sending a maximum of two emails per week is recommended.
- For lists with 50k to 200k subscribers, sending up to three emails per week is feasible.
- For lists exceeding 200k subscribers, you can send up to four emails per week.
- If you have more than 1 million subscribers, segment your list and send as many campaigns as you can effectively manage.
Performance Data
Regularly analyze the performance data of your email campaigns.
Track the revenue generated by each campaign and assess whether it justifies the effort.
Increase the frequency if you see higher revenue and continue until you notice a drop in performance or a rise in unsubscribe rates.
Step #2 Plan Your Content Theme & Types
Now that you’ve determined your campaign frequency, it’s time to plan your content themes and types.
Your email marketing content calendar should feature a variety of content to keep your audience engaged.
Here’s how to do it:
Content Themes
Decide on the topics you’ll cover in your emails.
Your content can include:
– newsletters
– product announcements,
– theme-based campaigns,
– educational content,
– social proof
or even big sales and flash sales.
Be open to adapting your content calendar based on real-time events, trends, and subscriber feedback.
Agility can set you apart from the competition.
For example- Like how the Barbie campaign started trending a few months ago, during the
release of the Barbie movie.
But remember one thing! Not all emails can be treated as equal or work for everyone. Choose
the ones that align with your goals and audience.
Calendar Template
Consider using a sample email marketing calendar template to organize your content effectively.
This can help you keep track of the different types of emails you’ll send, such as:
- Monthly big sale campaigns.
- Flash sales or promotions based on brand offers.
- Theme-based campaigns that incorporate storytelling.
- Informative or engaging campaigns, such as social media updates, articles, and blogs.
Remember, variety keeps things interesting and prevents email fatigue among your subscribers.
Step #3 Generate Campaign Ideas
The third step involves coming up with engaging campaign ideas that align with your brand’s goals.
Here are some strategies to consider:
Review Past Campaigns
Look at the performance of your past campaigns. Identify those that worked well and consider repeating them or creating variations.
Upcoming Promotional Dates
Check the calendar for upcoming promotional dates that align with your niche. Special occasions, holidays, and niche-specific events can provide excellent opportunities for themed campaigns. For instance, you can plan campaigns for events like Pet Day, Chocolate Day, or Father’s Day.
Social Media Inspiration
Scour social media for inspiration. Observe trending topics, discussions, and popular content to incorporate into your email campaigns.
Utilize AI Assistance
Leverage tools like Chat GPT to search for ideas. You can input keywords and get a wealth of content ideas that align with your brand and audience.
Step #4 Map Out Your Calendar
Now, let’s have some fun by mapping out your email marketing calendar.
Start by identifying key dates, holidays, and events that are relevant to your ecommerce business.
Next, use a visual calendar to schedule your emails.
Determine the frequency of your emails to ensure you’re not overwhelming your subscribers or leaving long gaps between communications.
Some Additional Tips For Success
To make the process smoother and more effective, follow these tips:
- Use color coding to differentiate between email types.
- Set reminders for important dates and events.
- Regularly review and adjust your calendar based on performance data.
Remember, your job doesn’t end after hitting the ‘send’ button. Continuously monitor the performance of your email campaigns by tracking open rates, click-through rates, and conversions.
Use this data to refine your content and strategies.
In my experience, social proof campaigns with user-generated content consistently perform well.
Offering exclusive discounts to users can also create a sense of exclusivity and loyalty.
Be prepared to adapt your calendar to accommodate unexpected trends and changes in the market.
Creating your email marketing content calendar is just the beginning.
To ensure its continued effectiveness, maintain it by regularly reviewing the calendar, analyzing campaign performance, and making adjustments as needed.
This approach will help you stay agile and responsive to your audience’s needs.
Conclusion
A well-structured email marketing content calendar is a powerful tool for businesses aiming to boost revenue and engage their audience effectively.
By following these steps and tips, you can create a calendar that not only meets your brand’s goals but also generates substantial email revenue, just as it has done for numerous successful businesses.
It’s time to act and plan your campaign calendar now.
You can have the template of my campaign calendar 👉here