You’ve probably heard that it is super important to send relevant and on-time messages to your audience if you want to generate conversions. But when you have hundreds or thousands of people in your email list, not everyone on the list will have the same interests.
Neither will they be on the same funnel stage or take the same action to your emails. That is why you need to create an email marketing strategy to send relevant emails to different audiences.
In this article, we have included a free, customizable, and easy-to-use Google Sheets email marketing calendar template which you can download below. This free template will help you plan, schedule, and successfully execute your email marketing plan.
Why Is An Email Marketing Calendar Important?
Before we start to create an email marketing calendar for your marketing campaign, let’s understand what an email marketing calendar is.
The email marketing calendar is a monthly or yearly plan of the content your marketing team will send to your email subscribers. If you don’t plan out your activities, things will get complicated.
We have added a simple yet informative email content calendar template to help you and your team in your marketing efforts.
Our easy-to-use email marketing calendar is a roadmap to keep you and your team on the right track.
How can an Email Marketing Calendar Help My Business?
An email marketing calendar contains valuable information like the email send date, current status, subject line, email body, and other essential factors in your email marketing campaigns. It also helps you communicate efficiently with others working in your marketing team.
Our email marketing calendar will help you do the following things:
- Create an email and go through rounds of edits to make improvements
- Assign the task to a team member and set a deadline for the email
- Keep an eye on the status of the email creation and the overall workflow of the campaign
- Find all information related to your campaign in one place.
To help you get started here is a step-by-step tutorial on how to create an email marketing strategy.
Step One: Set Marketing Goals
What do you want to achieve in the coming year? Is gaining an audience your priority, or is revenue generation your main focus in this term?
Understand your marketing goal, and then see for yourself if your goal is realistic. Check the following:
- Is your goal quantifiable and achievable?
- Can it be achieved with an email marketing campaign?
- What open rate or click-through rate will you need to achieve your goal?
Once you have set your marketing goal, it is now your turn to plan your marketing campaign keeping in mind the relevant events and holidays in the year.
Step Two: Plan Your Content Revolving Around Important Dates and Events of the Year
To start with, create seasonal marketing emails revolving around main dates around the year. To do so, incorporate the dates creatively with your brand identity and then create compelling stories with special offers and discounts.
Some important dates for an e-commerce brand around the year can be Christmas, New Year, Black Friday, Valentine’s Day, or any other holidays relevant to the brand.
Once you know when you want to send your emails, the next step is to understand what you want to send in your email.
Step Three: Create a Clear Email Structure
You have to create a clear framework for your emails, keeping in mind what you want to convey to your audience.
Your email should be specific to your goals and relevant to your customers.
Your primary email structure should have:
- A compelling story to entice your audience.
- A clear call to action that you want your audience to take after they read your emails.
- Concise and relevant information for your audience.
- Images, videos, infographics, etc. Don’t send boring emails with plain text.
- An unsubscribe button towards the end so that uninterested subscribers may leave.
Determine a suitable time to send your email to your audience. Avoid sending it at the last hour of Christmas. Also, don't send identical emails to everyone on your mailing list.
Step Four: Different Content for Different Audience Segments
A study shows that personalized emails deliver a transaction rate six times higher than non-personalized emails. Still not convinced?
Every audience is unique, and also they are at different levels of the marketing funnel. That’s why sending targeted emails will always do better than sending the same email to everyone on your mailing list.
You will need to segment your emails depending on which part of the funnel your audience belongs to at the moment. Someone at the top of the funnel is not the same as someone at the bottom of the funnel. Therefore, identical emails to both of them don’t make sense.
Step Five: Be Consistent With Your Emails
By this, I don’t mean to bombard your audience with too many irrelevant emails at once. Plan out when and what to send to your audience.
Remember, if you disappear for a while, they'll slowly forget about you, and some other brand will take your place on their mailing list.
You can send promotional emails, weekly newsletters, blog updates, webinar requests, infographics, product launches, follow-ups, and other related emails to your audience to keep them engaged.
Use your marketing calendar to fill in new ideas and track your marketing emails to keep your email campaign on the top.
Download our free template, which will be an essential marketing tool for your email marketing campaign.