All about Email Marketing Plan

Trying to achieve your email marketing goals without a plan is like starting a trip without an itinerary. Email marketing typically stands as part of the digital marketing strategy, so before you dive right into developing a custom email marketing plan, take a step back, and make sure it fits into the overall big picture.

A well-devised email marketing plan should serve as your guide to identify and reach your customers, and stay engaged with them. It also provides a SMART* roadmap that outlines the strategies, tactics, budgets, costs and projected results over a specific time frame. In addition, it should delineate ways to adjust your methods as you learn what works and what doesn’t.

An email marketing plan should include these key elements:

  1. Goals and objectives

  2. Budget

  3. Roadmap

  4. Target audience personas

  5. List content and list building strategies

  6. Segmentation

  7. Campaigns

  8. Types of marketing email

  9. Frequency of emails

  10. Email marketing calendar

  11. Key Performance Indicators (KPIs) and Metrics

  12. Process to monitor and evaluate the results

Tool / Format:

  • Word document and/or

  • Spreadsheet


  1. Goals and objectives - Identify what you want to achieve through your email marketing campaigns. For example, growing your subscriber list to 5x of the existing collection, increasing 12% of email open rates, obtaining 200 user reviews of your newly launched product, etc.

Marketing activities -> Marketing objectives (short-term achievements ) -> Goals (longer-term mission).

  1. Budget - An estimation of such as Email service provider fee that will be required to promote your products or services. The approach can be either top-down or bottom-up.

  2. Roadmap - It should match short-term and long-term marketing goals and be time-based.

  3. Target audience personas- Define your target market by asking questions such as "Who is our current customer?", "What is the demographic of people we are trying to reach?", and "Who is buying from my competitor?"

  4. List contents and list building strategies- There are hundreds of great strategies available online -- find the ones that work best for you.

  5. Segmentation - Segmentation is used to provide more relevant content to your email recipients. To do that, you'll have to take the time to craft targeted campaigns that take into account not just list segments, but also lead data, and trigger events that help customize your email campaigns further. It can significantly improve open and clickthrough rates.

  6. Campaigns - State your campaigns with clear deliverables. Highly organized and take place on a predefined timeframe based on the marketing roadmap.

  7. Types of marketing email - The best email marketing programs integrate these email marketing types -- Customer acquisition and sales generation, loyalty and Brand , retention, and win-back.

  8. Frequency of emails - Timing is crucial in email marketing. Careful decide on how often to send out each type of email. For instance, promotional emails may only need to go out when a new sale begins. Newsletters are typically sent out on a weekly or monthly basis. Finding the optimal email frequency can be tricky. Send too often, and you risk losing subscribers; not often enough, and you risk losing the customer’s attachment to your company. Since every target audience is different, we recommend you test out varying frequencies, and analyze the metrics afterwards to see what your audience responds to most successfully.

  9. Email marketing calendar - Use any format that works best for your team, and organize your calendar to include the following items: schedule and frequency, email types, themes, specific content topics, and writers. If you’ve identified multiple different target audiences, you may want to use a separate calendar for each audience group, or simply include audience group as its own column in your calendar.

  10. Key Performance Indicators (KPIs) and Metrics - Email Marketing KPIs and Metrics are values used by marketing teams to measure the performance of their email marketing efforts. If you want to run a successful email marketing program, you need to monitor your campaigns closely. Having an understanding of campaign performance through email marketing metrics like open rate and click-through rate can help you tweak, refine, and improve your programs.

  11. Monitoring and evaluation processes - These are actionable steps to track and analyze your campaign effectiveness, e.g. the number of prospective customers visit your website as the result of your marketing email.

Helpful Tips:

  1. Do your research - There are tons of great information and resources available online.

  2. Don't try to make a perfect plan in one go - nor spend too much on the first draft.

  3. Don't be afraid to make estimates and assumptions - As long as you've followed the number one advice.

  4. Think like your customers - The one big no-no is flooding your customers' inbox with your marketing messages. Always try to put yourself in their shoes.

  5. Create and use templates- Save a sent email campaign as a master template and use it to create future email campaigns. They will save you lots of time and money later on.

  6. Check out your competition - Wherever possible, look at existing businesses similar to your own to see how reasonable your campaigns are and make adjustments accordingly.

  7. Collaborate and communicate - Engage cross functional teams such as product, engineering, sales and customer service teams in brainstorming and planning.

  8. Remember: Content is king!

  9. Align and integrate marketing activities across channels - Optimize your marketing mix planning across channels to generate greater impact and higher return on investment.

  10. Follow your plan, but be flexible - Working and re-working your email marketing plan is important. For example, making adjustments after each campaign based on the success or failure of each campaign outcome.

  11. Schedule routine review and evaluation meetings with your marketing planning contributors.

  12. Lastly, don't forget to celebrate all the wins - big or small! 🎉🎊👑


* SMART - Specific, Measurable, Achievable, Relevant, Time-based

"A goal without a plan is just a wish." ~ Antoine de Saint-Exupery

#ContentMarketing #MarketingStrategy #GrowthStrategies #GrowthHacking #BusinessGrowth #BrandMarketing #BusinessIdeas

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