The 2022 Email Marketing Calendar
If you want to grow your Shopify Business, a well-planned email marketing strategy is critical. Email marketing is the only channel that gives you a direct line of communication to your most engaged audience, allowing you to turn subscribers into loyal customers. And with an ROI (return on investment) of ~$40 for every $1 spent, email certainly outperforms every other channel.
But where do you start? What does a successful plan look like? And how do you know what works?
We’re here to help.
Our 2022 Email Marketing Planning Guide helps you map out your email marketing month by month. We've called out specific dates and seasonal campaigns to ensure you're taking advantage of high-traffic opportunities. We’ve included resources like workbooks and video guides to help you create content that will resonate with your audience. And we’ve built in ways for you to track your progress and measure your success along the way.
Let’s get started!
Set your goals for the year at the Starting Point
Did you know you’re 42% more likely to achieve your goals if you write them down? That means the first step to achieving your goals is setting them. The Starting Point page helps you understand and define your email marketing strategy with a set of simple prompts.
- Where are you starting your email marketing efforts?
- Who are the people reading your emails and what are their needs?
- When are the important dates and seasons for your business?
- What business goals do you want to achieve through email marketing?
Taking the time to write down a description of your target market, your business’ important dates, your current email marketing metrics, and some high level goals will seriously improve your marketing. We've put a few prompts in the boxes to help get you started.
Note: Hey Shopify Merchant–we realize you're short on time! Even if you can only spend a few moments on this, do what you can and come back to it. The deeper you understand your business, brand, goals, and audience, the better and more successful you will become.
Let’s take a closer look at each of these prompts.
Your current metrics
These are the metrics you’ll need to track in order to determine how you’re progressing toward your goals. Make a note of where you currently stand.
Your important dates
Use this area to note key marketing dates like major sales and promotions, and high-traffic seasons, product and collection launches, and events (virtual and IRL).
Your target audience
Use this space to describe who you’re sending to–their demographics, interests, and potential problems (that your product or service can solve!).
Your email strategy
Use this section to outline your goals and objectives. Your goals are the marketing outcomes you want to achieve this year; your objectives are the actions you’ll take to get there.
📌 PRO TIP: Successful Shopify Merchants who are generating serious revenue (20%-40%) from email marketing are doing these 3 things:
- Sending good newsletters consistently.
- Utilizing various list growth strategies (like pop up)
- Running multiple automations
Create your marketing plan with customizable Calendar pages
With your goals established and your objectives in mind, it’s time to put together a plan.
On each Calendar page you'll find the calendar on the right-hand side, where you can easily click and enter in the information you'd like to any date. On the left-hand side you’ll see major marketing events, campaign ideas, and newsletters you may want to consider incorporating into your plan for the month. We’ve also included a reminder of next month’s marketing events to help you stay ahead.
Let’s take a closer look at how to use these pages.
Add your business’ important dates to the calendar
Remember the dates you wrote down in Starting Point? Add those to your Calendar pages first to make sure you plan emails around those events.
Decide on a consistent send schedule
A critical part of email marketing is consistency, so go ahead and mark when you want to send. Is it monthly, weekly, or multiple times a week? Mark your dates for email prep and testing, too.
Add the marketing events that make sense to your brand
Holidays are great opportunities to take advantage of increased web traffic and drive sales–that’s why we mention the major marketing events that are happening each month. Think about what makes sense for your brand and business to participate in.
During the busiest retail seasons (we’re looking at you, BFCM), one email just won’t cut it. A campaign is a series of newsletters that serve a common purpose or promotion, and can seriously maximize your marketing efforts. We give you a few ideas each month, but you should also consider creating campaigns around your own events.
Map out your messages for the month
With your email cadence and key events staked out, it’s time to craft a content plan. Your newsletters are important tools for building customer relationships and driving sales. Use your newsletter content to help you reach your goals.
🤔 Need help coming up with content? Get the workbook: 15 Must-have Newsletters
Prep for what’s ahead
Many key marketing events happen in the first parts of the month, and you'll want to be prepared for them. Take some time to look ahead. Do you have any new business goals or events you need to add to the calendar? What marketing content are you considering for the next month?
Measure your efforts with Review pages
Successful Shopify Merchants know that if they want to improve something, they need to measure it first. Review pages help you track your progress and lessons learned at the end of each month and quarter and start planning ahead. These are chances for you to specifically look at your list growth, click rate, and sales metrics. It's essential to understand what these are so you know how your actions affect your results.
Let’s take a closer look at each of these pages.
At the end of each month, use the Monthly Metrics and Top Performers areas to document performance. Did your email list grow? Is your engagement improving? Look at your email marketing overall, then look at your newsletters and automations individually.
Use the Takeaways and Goals sections to expand on your email performance and connect it back to your goals. What worked well? What didn’t? What would you like to remember for next month–or next year?
You've completed 3 months' worth of marketing; take a moment to reflect on all the work you've put in. Pat yourself on the back! It may not always feel like it, but you are making progress, and now it's time to build on that progress for next quarter.
On the Quarterly Review pages, you'll want to track your growth, engagement, and sales like before. What trends are you noticing? In addition to that, did you put together any specifically successful campaigns? Remember, your future self will thank you for all the insights you create.
📌 PRO TIP: Prep for next quarter: Think about the bigger picture. What are the quarterly events that you need to be aware of? Common large quarterly events include:
- Getting rid of old inventory to make room for new
- Change of weather/season
- Seasonal eCommerce events (Christmas/BFCM)
- Bringing in new stock
We've seen Shopify Merchants make massive revenue gains simply by sending consistently, starting a few automations, and implementing basic list growth tactics. We want that same success and more for you.
By using this calendar to set goals, create a plan, and measure your progress, you’ll be able to increase your chances of success and make your email marketing work for you.
Create, manage, and track your email marketing—without leaving Shopify.
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