In this article, we will tell you how to compose it, decide on the topics of letters for subscribers, and also provide examples of a content plan for an email newsletter.
What is a content plan?
This is a visual schedule of posting or sending any materials to the audience. It is usually made for a month, but it all depends on the business area and the needs of the audience.
When running social networks, they plan the topic, text, and image of each post. They can also add the date of publication, the status of the work, the performers, or leave space for the indicators of the publications already posted.
In email marketing, such a schedule includes pakistan business email list letters that the company sends to customers. Additionally, their content and headings are indicated, and the sending dates are indicated.
Why do you need a content plan?
The long-term goal of such planning is to create a well-coordinated system of communications with the audience, which will help the company get maximum profit. However, here and now, it is needed for the correct organization of work processes.
Let's highlight a few more reasons:
Visibility. You can see what is being sent and when.
Control over sending frequency. Combined with statistics, it helps to monitor the audience's reaction to the received mailing. See that there is a risk of unsubscribes or ending up in spam? Reduce the number of letters. Or, on the contrary, increase it if the indicators we need are falling.
Area of responsibility. It is immediately clear that Olya does the design, and Masha writes the text.
Clear deadlines. Having specific sending dates is the key to proper email marketing organization. Designers, copywriters, and marketers will definitely remember to complete their work on time.
Save time. Spend a couple of hours a month planning or constantly generate ideas for the newsletter? The benefits are obvious.
Reporting. Sometimes a company doesn't have an internal advertising department and turns to external agencies for help. In this case, the sending schedule is proof that the work is going on and everything is "under control".
What is included in the mailing plan
There is no standard rule on what should be included . Each marketer chooses what is best to include based on the needs of the audience. We offer the following components:
Headings or grouping by topic.
Title or brief description of the content.
Date and time of sending, or day of the week.
Responsible: who writes the text and who does the design.
Status: in progress, ready to ship, shipped.
Content types
Before we start planning our sending schedule, let's look at what you can send to your subscribers.
Selling
The goal of any business is to sell its products or services. Therefore, you can’t do without sales letters.
What to send:
promotions, discounts, sales;
product selections;
special offers and promotional codes.
This is how H&M announces a new collection in stores and at the same time offers easy navigation on the site with buttons that lead to other categories of items. If the reader is not interested in the new products, he can go to the suggested pages and choose what he likes there.
H&M's Selling Email Newsletter
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And in this example, Yves Rocher not only shares a promo code for a gift, but also shows current promotions in product categories.
Example of a promo code in an email newsletter from Yves Rocher
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Informative and useful
Content that is not directly aimed at selling. With its help, you can convey information unknown to the subscriber that may be useful to him. The more useful such a mailing is, the greater the customer's loyalty.
What to send:
digests of useful materials, articles from the blog;
tips and recommendations on the topic;
training chains that enable user onboarding.
In this example, GeekBrains shares useful articles, invites to free webinars, and even attaches materials for work. The letter is divided into blocks — so the reader can easily find the section they are interested in. A discount is also offered, but unobtrusively, as if in passing.
Example of an email newsletter from GeekBrains
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Here is a good example of onboarding for new users of the service from LinguaLeo. Inside are answers to unasked questions and links to the necessary pages. Everything is written in a friendly manner and encourages communication.
