Content
Emailing strategy agency
Get maximum results from your emailing campaigns with an editorial calendar designed to engage the audience and save hours of brainstorming and research, while ensuring alignment with the brand strategy.
The mission
Design your 12-month editorial calendar for emailing, consistent with your strategy and positioning, and including the relevant key moments of the year.
Objectives
- Identify the key moments for the brand
- Identify the other relevant key dates: public events, world days
- Identify the different themes and their topics
- Provide as many elements as possible to ease the production of the emails (inspirations, articles, ...)
- Ensure the consistency of the emails: formats, sending cadence, variety of themes, ...
- Ensure the alignment between the publications, the marketing objectives, and the brand image
- Deliver the calendar in an easy-to-use format (Google Calendar or Excel for example)
Key steps
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Benchmark
- identify trends
- subscribe to the newsletters of similar brands
- other inspiration methods
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Audit of the existing content (if any)
- comparison of the organic performance of the channels (global, by format, by theme and topic, by day, ...)
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Framing
- cadence
- themes and topics
- nature of the key moments
- audience segments
- distribution formats
- other elements of the editorial line
- validation of the editorial guidelines
- key moments for the brand
- watchpoints
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Production
- creation of the calendar
- addition of the key dates
- addition of the emails to the calendar (date, theme, topic, format, audience)
- addition of the specifications for each email
- research and addition of complementary elements easing production (inspirations, articles, ...)