Email Marketing: How To Plan A Series Of Emails

Hi and Welcome to 2012.

I have purposely refrained from posting about looking back at 2011 and writing
down what worked, what didn’t, and then to start writing what your goals for
2012 will be.

I mean to say all that is good but the reality is only around 2% of people actually
do it.

That leaves a massive 98% of people NOT doing it.

And I can see why.  It’s just too hard for most and the reward you expect to gain
is not worth the effort.

One motivation theory is all based on the reward you receive from the effort you
put in.  And I intend to agree.

Why would you go to exceptional lengths only to be underwhelmed by the
reward/the prize at the end.

But you do need to do something.

Don’t let the year just tick over like the clock in your bedroom, only making sense
for a fleeting 2 minutes a day when you get up and go back to bed.

The other 1,438 minutes in a day your bedroom clock is irrelevant.
Or in percentage terms, your bedroom clock is only relevant for 0.14% of the

So what should you do?

What magical wand do you need to ensure your email marketing is successful in

You need to have a tool which makes total sense to you 100% of the time and
steers you in the right direction all of the time.

Well in actual fact you need two tools.

1. Is a simple Yearly Planner.  You can get these anywhere.  It’s  a planner which
allows you to program  email marketing campaigns throughout the year.

Here’s an example: 

Yearly Planner

Yearly Planner


You can buy one from a stationery shop, newsagent.

Gosh check out your diary.
It doesn’t matter if you use an on-line diary or an
electronic one.  A yearly planner would exist at the
front or the back or somewhere in a drop down box.

How you use it is very simple.  Look throughout the
year and program special dates you would like to target.  These could be holidays
like, Australia Day, Valentine’s Day, Mother’s Day etc.

It could be events like your birthday, opening of a store or launch of a new product.


Plan a series of emails backwards from that date.  I recommend you always look
at programming at least 4, 5, 6 and even 7 emails in a campaign.

Marketing meets Strategy


This is where you Marketing meets Strategy.

The emails are sent out in a logical, meaningful series
which takes the recipients on a journey.

A journey which ends at your pre-determined date.

To help program these emails it is necessary to have the second tool.

2. You need, what I call a Step Diagram.  This is a process whereby each email
campaign is specially crafted to link to the next one.

Email Step Diagram

I have included a picture of
what I mean here, and I find
this to be an essential
tool for all my email marketing


Because email marketing is
NOT about sending one email
and waiting for a response.



Email Marketing is about planning a series of emails to reach a pre-determined

Of course there is also another element to email marketing success.

Just as golfers, tennis players, swimmers or any elite professional knows; it’s best
to have a coach to help you achieve your desires results.

So if you need help check out my Coaching Plans in the middle column of my blog.

I’m sure there is one there to help you.

So there you have have: How To Plan A Series Of Emails.

It’s a simple as:

1: Planning your year.

2: Planning what you wish to say in four-seven emails; and

3: Engaging an email coach.

Happing Email Marketing in 2012.

Believe in Yourself

About Kurt

I'm passionate about helping people in small to medium businesses get BIG results from email marketing. Email Marketing is about 1. Your List 2. Your Relationship With Your List and 3. Your Offer. When you get the three in unison, watch your profits soar. If you're not sure what I mean. Contact me. I can and will help. Believe In Yourself - Kurt


  1. Great article Kurt,

    I certainly hope your readers take your advice, or take you up to get it planned out for them.

    Even through I am more strategic than most it was a timly reminder for me to plan better.

    Anyone reading this, who planned to get out emial campaigns last year, and didn’t! Just pay the man the money, it’s not an expense, it’s an investment.

    Quick question – did you get the results last year? Yes or no?

    Then you know what you need to do. Right?

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