Timing is everything—especially when it comes to marketing content like emails. When you send your emails can be just as important as the actual email content itself—send an email out too soon and you run the risk of scaring away a potential customer or sharing a company announcement before it’s ready. Send it too late, and you might miss an opportunity.
That’s why your email marketing strategy needs to include an organized schedule. With an email marketing calendar, you can plan your emails in advance. For larger organizations where many teams send emails, you need something to make sure that all emails, company-wide, are scheduled in the same way. That’s where an email marketing calendar template comes in.
An email marketing calendar template is a reusable calendar where you organize and schedule upcoming marketing emails. Many companies have dedicated email marketing teams who use a calendar, but they’re not the only ones who send out marketing emails. Social media, content marketing, and product teams can also all create their own email marketing campaigns. You want to be sure that no matter who deploys emails, they have a calendar that shows what they’re sending and when. This helps you spot potential red flags and coordinate sends across the company, so emails don’t go out too soon or too far apart.
A template ensures that your email marketing calendar is planned the same way, no matter which team uses it. Plus, if you have a template that’s easy to share across departments, anyone can easily view upcoming email campaigns. This helps to coordinate topics, themes, and launches to ensure you’re not sending a bunch of emails at once from different teams and potentially spamming your customers.
For example, let’s say you’re an eCommerce company and you’re planning promotional emails for a Black Friday sale. You can use one email marketing calendar template to coordinate all Black Friday emails across teams to make sure that each email is timed right and your messaging is consistent.
Do you send emails? If so, you need an email marketing calendar template. Almost every digital marketing program these days uses email marketing as part of their overall marketing strategy, which is why it’s so important to have a cohesive plan for when you’re going to send emails. In general, the template should show everyone in the company how to build their own email marketing calendars.
Standardized calendars are really useful when you have many different people and teams sending emails at once, all of which may have the same target audience. Even if you alter the type of content you’re sending to different lists, without a calendar to reference, you run the risk of sending duplicate emails and spamming your customers—and no one wants to receive three emails from the same company about the same topic. An email marketing calendar template encourages every team who sends out emails to build their own calendar, so you can quickly and easily know who’s sending what, and when.
Once you build your template, use it to:
Standardize and streamline an email scheduling workflow: Build out your template as a step-by-step guide, so team members know exactly how they should be building their email marketing calendars.
Share with other team members: Share the template with everyone responsible for sending emails to ensure you don’t overlap on themes or topics, which can feel like spamming to your audience.
Structure a specific type of email campaign: Outline how specific types of campaigns should be scheduled, such as creating a product-specific email marketing calendar template for new product launches.
Depending on the software you use to build your template, it can be a flexible and adaptable tool. For example:
In a dynamic tool—like project management software—your email marketing calendar template can…
Organize your email content management schedule, so you never miss a campaign.
Give stakeholders a bird’s-eye view of your current email marketing calendar.
Store crucial metrics to determine your email’s success, such as open and click-through rates (CTR).
In a static tool—like Excel or Google Sheets—your email marketing calendar template can’t…
Use automations or easily connect with other teams.
Update stakeholders in real-time about important metrics like conversions or unsubscribe rates.
Alongside other marketing templates—such as a content calendar template or social media marketing template—your email marketing calendar template is another marketing tool in your kit. A successful email marketing calendar doesn’t need to be complex, but it does need to work for your team. Here are some basic details to include:
Campaign: This is especially important if you want to connect specific campaigns back to larger marketing efforts.
Assignee: Show who’s responsible for each email, campaign, or tasks right on the calendar.
Important dates: Here, you can include due dates for tasks (for example, when the written content for the email is due) and the date you’ll send out each email.
Email list: If you have segmented email lists, show which one is receiving the email blast.
Content: If you want, you can include all the content here for your emails, including the subject lines and body copy. Or to keep the email calendar a bit cleaner, you can link out to content docs.
A/B testing: Review email performance by tracking A/B tests in your calendar.
Metrics: Keep tabs on delivery rates, open rates, click-through rates, and any other analytics important for your email reporting metrics.
Goals: List the specific marketing goal, business initiative, or content marketing strategy that each email contributes to.
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An email marketing calendar template is a reusable calendar for you to organize and schedule upcoming marketing emails. Using a template encourages more teams to use their own email marketing calendar. In turn, this provides a birds-eye view of all the scheduled emails company-wide, so you can coordinate campaigns for an even greater impact.
To create your template, build a calendar where you can schedule all your email marketing campaigns. For the most functionality and flexibility, create your email marketing calendar template in project management software with built-in calendar tools and templates. From there, add in necessary details such as the content, team members responsible for the emails, send dates, and any metrics you need to track (including open rates and CTRs).
The main benefit of creating an email marketing calendar template is that it’s easier for other team members to adopt the process and create their own calendar. This is crucial for companies that send a lot of emails—higher visibility of the who, what, and when’s of email sends across the company ensures that teams aren’t sending duplicate information to the same customers or missing key opportunities to connect with your audience.
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