The question I get asked the most…
What do I send my email list
If you’ve ever struggled with staying consistent and emailing your list, it’s most likely because you don’t have an email editorial calendar.
You know you need an editorial calendar for your blog…
The most ineffective way to handle content is sitting down to write and not having a clue as to what and why you’re even writing in the first place.
The same goes for email. You need an email editorial calendar.
Now hang on..
This isn’t one EXTRA thing you need to do or have.
If you already have a content calendar or a blog editorial calendar, you’re a step ahead.
Now you just need to extend that to your email list.
Because what you send your email list has to feed your business and marketing goals too.
Your email content is not something external but a part of your larger content marketing strategy just like your podcast, YouTube channel or blog is.

In this post, we’ll take a look at 2 ways you can structure your email editorial calendar and you’ll see how you can implement it in your own business pretty easily. The 2 ways are using:
- Business or Marketing goals; and
- Themes


#1Business or marketing Goals
Let’s tackle this first method.
What are your business goals for the quarter or for the month?
- Are you launching a course or a book?
- Are you aiming to increase your email list by X
- Do you need to build a launch list for an upcoming launch?
- You need to build content-expert association /Expert tag in a topic that you’re not known for
Based on each of these goals, the content you create will be different.
Let’s explore 2 different situations.
Situation 1
You have a book launch in May.
Your goal is to build a launch list – a group of people who have shown interest in the problem your book solves.
You first need to be clear about what your book helps people with.
Do they know that this is something that requires solving?
People don’t know what they don’t know.
So you need to raise awareness of the problem and instill desire for your solution if they are ever going to be ready to buy your offer.
If you’ve read my book The Hour Content Plan or been through my program Product in 7, you should be familiar with this.
Your audience has various states of awareness and your content has to get them from being Unaware to being Most Aware before you open cart to any offer.

So every single piece of email content should nudge your audience toward that end goal.
When you schedule your email content out in this way, you’re positioning your launch for maximum success.
Content that helps with authority is great.
But content also has to contribute to sales.
Here’s how your hypothetical editorial calendar for April could look like.
- Email 1: Mistakes you see people making about the topic
- Email 2: How to do something related to the topic
- Email 3: Your personal struggle or how you overcame a difficulty related to the problem your offer solves
- Email 4: How can your offer possibly transform their lives or situation
- LAUNCH DATE
But what if you don’t have an offer?
You still don’t have an excuse to not have an email editorial calendar.
Let’s say you estimate that you’ll be launching a course in the second half of the year.
But you’re completely new to the topic.
Your audience doesn’t associate you with the topic. They don’t consider you as someone who can help in this area as well.
But you can absolutely build up expertise in the subject matter with careful planning.
In this instance, your goal is to build content-expert association in the topic or problem that your offer is solving. This is where Situation 2 comes in.
Situation 2
Goal: Build content expert association with a topic i.e Build trust and authority on a topic that you are new to or trying to position yourself as an expert in.
This is what I did when I wanted my audience to associate me with the topic of email marketing.
Likewise when I was prepping for the launch of my book One Hour Content Plan. I wanted to build an association with the topic of content marketing because I didn’t have any at that point in time.
Here’s how your hypothetical calendar for Situation 2 could look like.
- Email 1: What do you despise/cringe at/disagree with the topic you’re establishing authority in and why
- Email 2: What should be the correct way of approaching the topic?
- Email 3: What are your top insights or tips in this topic
- Email 4: Raise all mistakes/myths people make with the topic
When you not only share content on your youtube channel, podcast or blog but also via email, it gives an ‘everywhere effect’…
And helps you put a stake in the topic faster.
#2 Themes
This second method is especially suitable for lifestyle blogs of if you talk about afew different topics on your site and don’t have offers as yet.
Themes also work really well with curated emails.
Curated emails are those with links to a few different resources. An example is Amy Lynn Andrew’s weekly email or my friend Kirsten Oliphant from Create If Writing.


So what are themes?
Magazines always have themes for their publishing schedule.
October is Halloween, February is Valentines or August is back to school.
Their content is built out around these calendar of events.
Likewise, you slot themes for different months of the year and create email content around these themes.
If you have affiliate promotions for products or services in conjunction with these themes, all the better. You can easily weave them into your email content.
Ready to create an Email Editorial Calendar?
By using these 2 methods, you can plan your email content a month or even a quarter in advance.
And when you do it in this way, every email is intentional and actually works towards your business goals.
You don’t need any fancy tools to build out your email editorial calendar.
You can use google sheets or your own calendar.
But if you’re looking for a dedicated editorial calendar that can hold both your blog and email content planning, consider the CREATE Editorial Calendar on Amazon.

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