Guide to Developing a Content Calendar



This course picks up from where our Black Friday / Cyber Monday and Holiday Marketing Crash Courses left off. We recommend watching those first, if you haven't already.

Now that the holiday marketing marathon is over, it’s time to start thinking about your plan for the rest of the year. Covering the next ten months can seem daunting, but don’t worry -- your goal shouldn’t be to detail each email campaign down to the letter, but instead establish a sending pattern and cadence that you can apply to the rest of the year. Once you have this, it’s easy to come up with a high-level overview of what your email marketing strategy is going to look like.

Plan Out Content Calendar and Schedule

Define Key Segments

60-Day Engaged Master List

Your 60-day engaged master list will include people who are on your newsletter list and were recently added or have recently engaged with your emails. This "60 days" will vary from business to business, and you may adjust this as makes sense for you. If you are only sending newsletter campaigns once a week, you can make this number larger. If you send more than twice a week, this number may need to be smaller. Use your open rates as a guide, too. If your open rates are above 16%, you can increase this number. If they're lower than 10%, you'll need to decrease it.



Your VIPs are your most active and valuable customers. In the example below, $300 is triple our average order value (AOV). When building your VIP segment, fill in this number with triple your store's AOV.


Set Up a Winback Flow

Grow Your Email List


  1. Mark the days on your content calendar that your sales will coincide with. Most often these are holidays or holiday weekends.
  2. Mark your content calendar with the types of emails you’re going to send, and when; e.g. when you’re going to send sale campaigns vs. new product announcements.
  3. Determine how many times a week you are going to send email campaigns. Two emails a week is the most manageable option, but you can send more frequently if you have open rates above 16%.
  4. Run A/B tests to determine the optimal time of day to send your campaigns; don’t include time-sensitive emails, like sale emails, in the tests.
  5. Define the segments that you’re going to send to:
    1. 60-day engaged master list
    2. VIPs
  6. Set up a win-back flow.
  7. Ongoing: Grow your list using:
    1. Signup forms
    2. Facebook Lead Ads
    3. Instagram Ads
    4. Research other ad channels relevant to your audience

Additional Resources

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