{"id":79317,"date":"2022-11-14T08:00:00","date_gmt":"2022-11-14T16:00:00","guid":{"rendered":"https:\/\/honeybook.site.strattic.io\/?p=79317"},"modified":"2023-02-08T14:27:11","modified_gmt":"2023-02-08T22:27:11","slug":"plan-email-marketing-campaign","status":"publish","type":"post","link":"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/plan-email-marketing-campaign","title":{"rendered":"How to plan a sales-skyrocketing email marketing calendar"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><em>Do you have a system for creating a stellar email marketing calendar? Designing your communication calendar is as easy as 1-2-3<\/em>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"2000\" height=\"1548\" src=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4.jpg\" alt=\"Black woman uses touch screen tablet to organize clients and sell services.\" class=\"wp-image-79319\" srcset=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4.jpg 2000w, https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4-300x232.jpg 300w, https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4-1024x793.jpg 1024w, https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4-768x594.jpg 768w, https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4-1536x1189.jpg 1536w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><figcaption class=\"wp-element-caption\">Do you have an email marketing calendar that drives sales? Follow our guidelines and we&#8217;ll get you sorted.<\/figcaption><\/figure>\n\n\n\n<p>Have you ever received an email from a brand with the subject line, \u201cLAST DAY!\u201d or \u201c10 hours left!\u201d only to feel super confused about why you have such little time to decide to make a purchase?<\/p>\n\n\n\n<p>That feeling indicates the brand did not thoughtfully plan its marketing to your inbox.<\/p>\n\n\n\n<p>Customers and prospects feel confused about no context, high-octane CTAs. Which details did they miss earlier? Why should they care now?&nbsp; Worst-case scenario, they feel upset or unsubscribe because they confuse a poorly planned email with spam.&nbsp;<\/p>\n\n\n\n<p>Without smart email planning, your brand may not only miss out on sales opportunities but also on opportunities to nurture and deepen subscriber relationships. Heard enough buzz? Read on to learn how your email marketing calendar can turn clicks into cash.&nbsp;<\/p>\n\n\n\n<p><strong>Jump to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#why-plan\">Why you should plan your email marketing<\/a><\/li>\n\n\n\n<li><a href=\"#plan-backward\">How to backward plan your email calendar<\/a><\/li>\n\n\n\n<li><a href=\"#email-schedule\">How to email schedule for efficiency<\/a><\/li>\n\n\n\n<li><a href=\"#sell-more\">Sell more with better emails<\/a><\/li>\n<\/ul>\n\n\n\n<a id=\"why-plan\"><\/a>\n\n\n\n<div class=\"banner banner--dark banner--sparkles\">\n<div class=\"banner__text-container\">\n<h2 class=\"banner__title\">Need more sales tips?<\/h2>\n<p class=\"banner__body\">Check out our full guide dedicated to making the sale.<\/p>\n<a class=\"banner__cta\" data-sumome-listbuilder-id=\"0e5d6356-7b9a-43e9-87f2-b305fee9ebf1\">Download the Guide<\/a><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Why should you plan email marketing?<\/h2>\n\n\n\n<p>\u201cIf you fail to plan, you plan to fail,\u201d as the adage goes. But let\u2019s go a little deeper about why it\u2019s important to ditch the last-minute sales emails with anxiety-inducing \u201cLAST DAY!\u201d subject lines.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Planning gives you more time.<\/strong> And time is money. With more time, you can create design templates and copy that fits your <a class=\"wpil_keyword_link\" href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/sales-strategy\" target=\"_blank\" rel=\"noopener\" title=\"sales strategy\" data-wpil-keyword-link=\"linked\">sales strategy<\/a>. This powerful branding combo will allow you to create email content that nurtures current subscribers and sell to new clients in an authentic, consistent way.<\/li>\n\n\n\n<li><strong>Planning allows you to deepen relationships with your customers.<\/strong> When you <a href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/level-up-your-email-marketing\">plan an email promotion<\/a> with your customer journey in mind, your audience will be more likely to convert from an observer to a client. Your business exists to serve both you and your customers, so it\u2019s important to prioritize their happiness\u2014especially when it comes to their inboxes.&nbsp;<\/li>\n\n\n\n<li><strong>Planning your email marketing promotions helps you stay organized.<\/strong> You\u2019ve probably heard of a social media content calendar. An email marketing calendar is similar: While the purpose of a social media content calendar is to grow brand awareness at your top-of-funnel, the purpose of an email marketing calendar is to drive sales.<\/li>\n<\/ul>\n\n\n\n<a id=\"plan-backward\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">How to plan your email marketing campaign (backward!)<\/h2>\n\n\n\n<p>I spent part of my life as a music teacher, teaching five different grade levels daily. Between that and managing 8 to 10 musical performances a year, I heavily relied on <a href=\"https:\/\/www.ascd.org\/el\/articles\/the-fundamentals-of-backward-planning\">backward planning<\/a> to ensure the success of each musical performance. The same practice applied to email marketing can drive sales. Backward planning requires establishing clear goals for your endeavor\u2014increase sales, decrease client journey steps, grow revenue\u2014before writing copy, designing templates, or deciding when to schedule a round of \u201csends.\u201d<\/p>\n\n\n\n<p>How do I start backward planning? Here is my short guide to backward planning your email campaign.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Plan your email marketing calendar around events in your life. <\/h3>\n\n\n\n<p>Start by identifying your out-of-office time for the calendar year. If you\u2019re not promoting anything due to a holiday or vacation, it\u2019s important to add it to your marketing calendar. Knowing your scheduled time off in advance will help you decide how early you\u2019ll need to write your emails (or delegate to a copywriter) and when to schedule emails for promotions.&nbsp;<\/p>\n\n\n\n<p>The benefits of adding out-of-office dates to your marketing calendar are numerous. It allows you to plan for promotion and rest instead of feeling the pressure to sell all year\u2014and burn out! Let\u2019s say goodbye to the hustle and grind lifestyle, shall we? That\u2019s what an email marketing calendar is supposed to help you do: balance periods of promotion with periods of rest.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Structure email marketing pushes around your product launch schedule.<\/h3>\n\n\n\n<p>Do you have any upcoming product launches that you anticipate selling more digital products, courses or programs? Do you plan to have a sale in your e-commerce shop during the holidays? Add those dates to your marketing calendar.&nbsp;<\/p>\n\n\n\n<p>It&#8217;s easier to space out promotions and avoid audience fatigue when you plan with the end in mind. Keep track of engagement patterns and conversions, then reverse engineer your strategy to repeat your success during your next sales push.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Identify your high-conversion and cross-market content in your email campaigns<\/h3>\n\n\n\n<p>Reflect on when peak interaction takes place and your most engaging content type. Decide how frequently you need to publish content to nurture your audience:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do you post on a YouTube channel or write blog articles?&nbsp;<\/li>\n\n\n\n<li>How often do you post on Instagram and TikTok?<\/li>\n\n\n\n<li>Have you thought about free lead gen events (like webinars and Instagram Live events) that nurture viewers to buy paid offers?&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Keep your audience entertained with the content they<em> choose<\/em>. When you don\u2019t add unique, well-liked content to your email marketing calendar, you risk making the rookie mistake of emailing your list only when you have something to sell.&nbsp;<\/p>\n\n\n\n<p>You can plan backward on an annual, quarterly or even monthly basis. Regardless of your approach, I recommend starting by mapping out major events throughout the year. From there, get granular with the details of your product launch schedule. Lastly, entice your audience with fun, unique, sought-after content that is product agnostic.<\/p>\n\n\n\n<p>You\u2019ve identified your major events throughout the year and are ready to dive into the nitty gritty of email marketing: the email campaign schedule! How do you design an email campaign schedule that converts for your target audience? Look no further!<\/p>\n\n\n\n<a id=\"email-schedule\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">What should be included in an email marketing calendar?<\/h2>\n\n\n\n<p>A simple way to sketch your email marketing plan is with a spreadsheet! Your email calendar should include these columns:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Campaign frequency: <\/strong>Use this column to identify how frequently you\u2019ll send your emails. Many businesses choose a cadence of weekly or biweekly newsletters. During promotional seasons, you can increase it with a three, five or seven-day promotional period.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Campaign type:<\/strong> Once you\u2019ve identified your major product launch events for the year, now it\u2019s time to decide what type of email to send: newsletter\/nurture or sales! Remember that balancing nurture and sales emails engage your audience <em>and <\/em>foster trust.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Delegate: <\/strong>Create a column to determine who will take on what task. Writing, editing and scheduling an entire email campaign can be a lot for one person. If you\u2019re writing all of your emails, consider hiring an editor and\/or <a class=\"wpil_keyword_link\" href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/how-to-delegate\" target=\"_blank\" rel=\"noopener\" title=\"delegating\" data-wpil-keyword-link=\"linked\">delegating<\/a> scheduling. If you have a team, role delineation is key for efficiency. Doing duplicate or unnecessary work costs your business time and money.&nbsp; Hiring help clears up your time to focus on how you can best <em>leverage<\/em> your email campaign to connect and sell.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Offer\/Funnel<\/strong>: In this column, plan for which specific offer or offers you intend to tell your audience about via email. Studying your <a href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/category\/business-best-practices\">qualified audience<\/a> members and best-fit clients can help you shape copy, offers and media in each email. Your goal is to bring qualified leads down your funnel and <a href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/what-is-a-clientflow\">into your clientflow<\/a>!<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Recipients (List or Tag):<\/strong> Is your email list segmented? Whether you\u2019re sending emails on your own or delegating to an assistant, here is where the list and tag features of your <a href=\"https:\/\/www.makeuseof.com\/best-email-scheduling-tools-should-try\/\">email scheduling application<\/a> come into play. When you have some idea of your list\u2019s needs you can better cater to their interests.&nbsp; Only scheduling responses one at a time? Using HoneyBook Desktop you can <a href=\"https:\/\/help.honeybook.com\/en\/articles\/3727195-scheduling-an-email-or-file-send#:~:text=If%20you've%20selected%20the,scheduled%20time%20from%20this%20email.\">create and schedule email responses<\/a> to go out when you want them!&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Send date:<\/strong> No business wants to fatigue its audience with promotions. <a href=\"https:\/\/www.cleverism.com\/email-marketing-calendar\/\">Consider timing<\/a>. Refer to your marketing plan or calendar: How often are you flooding inboxes with a pitch? A funny Instagram story or Gif? You don\u2019t want to send too many or too few communications where you\u2019re asking for the sale.&nbsp;<\/li>\n<\/ul>\n\n\n\n<a id=\"sell-more\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">How to write a strong email (that sells)<\/h2>\n\n\n\n<p>Once your calendar is sketched out, you can focus on the content of each one of your emails. What makes <em>you <\/em>want to open an email? Reflect on this question while you create emails that will &#8220;wow&#8221; your subscribers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Copywriting techniques<\/h3>\n\n\n\n<p>If the goal is more click-through rates in your emails, try using a copywriting formula like <a href=\"https:\/\/www.verygoodcopy.com\/verygoodcopy-blogs-10\/copywriting-formula\">Problem-Agitation-Solution<\/a> or <a href=\"https:\/\/corporatefinanceinstitute.com\/resources\/knowledge\/other\/aida-model-marketing\/\">Attention-Interest-Desire-Action<\/a>. A proven copywriting formula acts as a guide for creating an intriguing story around your goal. The goal of good copywriting is conversions. Creating intrigue around your product by telling a story is a great way to keep your qualified clients engaged and interested in making the purchase.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Storytelling<\/h3>\n\n\n\n<p>It\u2019s time to ditch the old practices of giving email subscribers only one to two days&#8217; notice to buy. Instead, use <em>stories<\/em> to promote your product in a way that sells <em>you <\/em>first. Create a cohesive narrative for your customers before hitting them with a pitch. If they identify with your story, they will be more interested in converting to your services.<\/p>\n\n\n\n<p>If you\u2019re a personal brand or have powerful brand stories, you can use stories from your life as a hook in your email. Use this foundation to segue into a lesson or idea that is relevant to your reader. Telling stories from your life will increase engagement, create likability and <a href=\"https:\/\/www.drip.com\/blog\/story-based-emails\">motivate people to reply or click<\/a>\u2014all of which build strong connections to your brand over time.&nbsp;<\/p>\n\n\n\n<p>Think about your audience and what resonates with them. What will it take for your storytelling to connect with your audience?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Subject lines<\/h3>\n\n\n\n<p>Before driving sales via email, focus on driving opens. Challenge yourself to create more than one compelling or creative subject line that will intrigue your client. Then, use <a href=\"https:\/\/neilpatel.com\/blog\/ab-testing-introduction\/\">A\/B testing<\/a> to determine which was more effective. This strategy will help you hone in on which subject line yields the most clicks\u2014subject A or B!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Call to action<\/h3>\n\n\n\n<p>A good call to action instructs users what to do next. A <em>great <\/em>call to action helps with decision fatigue, create community, and stoke urgency subconsciously. They also ease anxiety and are supportive\u2014read, they\u2019re \u201clow pressure.\u201d Here are a few examples of <a href=\"https:\/\/blog.hubspot.com\/marketing\/call-to-action-examples\">great CTAs<\/a> compiled by HubSpot:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Schedule a free consultation!<\/li>\n\n\n\n<li>I\u2019m in!<\/li>\n\n\n\n<li>Sign up for free<\/li>\n<\/ul>\n\n\n\n<p>Successful CTAs deliver what the customer wants: a low-risk answer to their concerns.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">HoneyBook helps streamline client communication<\/h2>\n\n\n\n<p>As you can see, planning a sales-driving email marketing plan takes some time and dedication, but it doesn\u2019t have to be difficult. My number one secret for keeping up with my sales growth is <a href=\"https:\/\/honeybook.com\">HoneyBook<\/a>, an all-in-one clientflow platform that makes personalized responses to prospective clients so easy!<\/p>\n\n\n\n<div class=\"banner banner--workflow\">\n<div class=\"banner__text-container\">\n<h2 class=\"banner__title\">Use a better business system<\/h2>\n<a class=\"banner__cta\" href=\"https:\/\/hbbadmin.reliablepenguin.com\/all-in-one-business-platform\">Start free trial<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Do you have a system for creating a stellar email marketing calendar? Designing your communication calendar is as easy as 1-2-3. Have you ever received an email from a brand with the subject line, \u201cLAST DAY!\u201d or \u201c10 hours left!\u201d only to feel super confused about why you have such little time to decide to [&hellip;]<\/p>\n","protected":false},"author":831,"featured_media":79319,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20],"tags":[475],"class_list":["post-79317","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-best-practices","tag-business-processes"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4.jpg",2000,1548,false],"thumbnail":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4-150x150.jpg",150,150,true],"medium":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4-300x232.jpg",300,232,true],"medium_large":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4-768x594.jpg",768,594,true],"large":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4-1024x793.jpg",1024,793,true],"1536x1536":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4-1536x1189.jpg",1536,1189,true],"2048x2048":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4.jpg",2000,1548,false]},"post_excerpt_stackable_v2":"<p>Do you have a system for creating a stellar email marketing calendar? Designing your communication calendar is as easy as 1-2-3. Do you have an email marketing calendar that drives sales? Follow our guidelines and we&#8217;ll get you sorted. Have you ever received an email from a brand with the subject line, \u201cLAST DAY!\u201d or \u201c10 hours left!\u201d only to feel super confused about why you have such little time to decide to make a purchase? That feeling indicates the brand did not thoughtfully plan its marketing to your inbox. Customers and prospects feel confused about no context, high-octane CTAs.&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/category\/business-best-practices\" rel=\"category tag\">Business best practices<\/a>","author_info_v2":{"name":"Jackie Sunga","url":"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/author\/jackie-sunga"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Campaign Calendar To Boost Sales | HoneyBook<\/title>\n<meta name=\"description\" content=\"Plan your email campaign calendar for increased open rates, conversions, and sales. Make email your #1 marketing tool with these tips.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/plan-email-marketing-campaign\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Campaign Calendar To Boost Sales | HoneyBook\" \/>\n<meta property=\"og:description\" content=\"Plan your email campaign calendar for increased open rates, conversions, and sales. Make email your #1 marketing tool with these tips.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/plan-email-marketing-campaign\" \/>\n<meta property=\"og:site_name\" content=\"HoneyBook\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/honeybook.co\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-14T16:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-02-08T22:27:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1548\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jackie Sunga\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@honeybook\" \/>\n<meta name=\"twitter:site\" content=\"@honeybook\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jackie Sunga\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/plan-email-marketing-campaign\",\"url\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/plan-email-marketing-campaign\",\"name\":\"Email Campaign Calendar To Boost Sales | HoneyBook\",\"isPartOf\":{\"@id\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/plan-email-marketing-campaign#primaryimage\"},\"image\":{\"@id\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/plan-email-marketing-campaign#primaryimage\"},\"thumbnailUrl\":\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2022\/10\/Feature-Images-4.jpg\",\"datePublished\":\"2022-11-14T16:00:00+00:00\",\"dateModified\":\"2023-02-08T22:27:11+00:00\",\"author\":{\"@id\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/#\/schema\/person\/1929151b532207bd8c24eed07413ff5c\"},\"description\":\"Plan your email campaign calendar for increased open rates, conversions, and sales. 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