What are the most effective ways to create an email marketing calendar?

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Email marketing is a powerful way to connect with your audience, promote your products or services, and drive conversions. But to do it effectively, you need a plan. A email marketing calendar can help you map out your campaigns, align them with your goals, and track your performance. In this article, we'll show you the most effective ways to create an email marketing calendar that works for your business.

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Stefanie M.

Head of CRM at Exclaimer

1 Define your objectives

Before you start creating your email marketing calendar, you need to have a clear idea of what you want to achieve. What are your email marketing goals? How do they align with your overall business strategy? How will you measure your success? Having specific, measurable, achievable, relevant, and time-bound (SMART) objectives will help you focus your efforts and optimize your results.

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2 Choose your tools

When selecting the tools that will help create and manage an email marketing calendar, you have the option to use a simple spreadsheet, a dedicated software, or a combination of both. Essential features to look for are the capacity to create and edit a visual calendar with email campaigns, dates, and details; integrate the calendar with an email marketing platform, website, and analytics tools; collaborate with a team, assign tasks, and share feedback; and track and report on email marketing performance such as open rates, click-through rates, conversions, and revenue.

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3 Plan your content

When you have your tools ready, it's time to plan your email marketing content. You should take into account your audience's needs, preferences, and pain points, as well as segment them based on their behavior, interests, or demographics. Additionally, you need to consider your unique selling proposition and call to action. Furthermore, you should think about the frequency of your emails and the optimal time and day to reach your audience. You also need to decide what type of emails to send and how to design them to make them attractive, readable, and responsive. All of these factors will help you create effective email marketing content.

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Stefanie M.

Head of CRM at Exclaimer
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If you want to do segmentation and timing right, you need a planner. My approach is a timeline (day by day) across the top, and the segments and channels down the side. You can use the timeline to map important dates against the whole programme, like bank holidays, event dates, launch dates etc, or even campaign themes that span several days or weeks (eg run up to Black Friday) and then map the emails in detail in each of the cells corresponding with segments and channels. This way you can stay super organised but most importantly, this tool will allow you to show stakeholders the type of emails and messaging going out to each audience and help you justify whether or not an additional ad hoc email can be squeezed in.

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4 Create your calendar

Once you have planned your content, you should create an email marketing calendar that includes the title of the campaign, the objective or goal, the target audience, the content or message, the date and time of the campaign, the sender name and email address, the subject line and preview text, the landing page or URL, and any metrics or indicators for the campaign. This will ensure that all necessary information is included in your email marketing calendar.

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Stefanie M.

Head of CRM at Exclaimer
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This tip gives the impression that having separate planners by campaign is recommended - it’s not. You need to find a way to have an ongoing calendar for email that shows everything that is going out, both for your own keeping on top of your workload, but also for effective communication of the calendar to stakeholders.

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5 Review and refine

The final step is to review and refine your email marketing calendar. You should check for any errors, inconsistencies, or gaps in your plan. You should also test your emails for deliverability, readability, and functionality. You should also be ready to adapt your calendar to any changes in your business, your market, or your audience. You should monitor your email marketing performance and analyze your data to see what works and what doesn't. You should also solicit feedback from your subscribers and your team to improve your email marketing strategy.

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Stefanie M.

Head of CRM at Exclaimer
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The best thing about the approach I’ve described in the previous two steps is it’s flexibility. Having a clear view of the whole calendar of emails will allow you to potentially merge messages, postpone or bring forward messages which aren’t related to a fixed deadline to make space for ones that are, and increase or decrease segmentation to handle your workload effectively.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective ways to create an email marketing calendar?

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1 Define your objectives

2 Choose your tools

3 Plan your content

4 Create your calendar

5 Review and refine

6 Here’s what else to consider

Internet Services

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What are the most effective ways to create an email marketing calendar?

1

2

3

4

5

6

1 Define your objectives

2 Choose your tools

3 Plan your content

4 Create your calendar

5 Review and refine

6 Here’s what else to consider

Internet Services

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