Hey! 👋 Welcome to your masterclass on

How to Plan Your Next 90 Days of Emails

Step 1: Download your PDF workbook 👇

Video 1: Hey

Print out that workbook, or at least the 3 calendar sheets in the middle, and let’s get started planning out the next 3 months of your email campaign together.

Prefer to work on a spreadsheet? Make a copy of this blank calendar template here.

Video 2: Holidays + Marketing Days

In this video, I’m going to explain the benefits of planning in 90-day sprints and also the difference between an offer and a discount. Spoiler alert… offer ≠ discount.

The first dates on our calendar will be holidays and/or marketing days that are relevant to your business.

Here’s the link to the marketing days calendar by The Wern that I mentioned.

Video 3: Your biz dates

The next step in our campaign planning is to fill in any dates specific to your biz, including…

  • Product launches

  • Business birthday if it’s coming up

  • Promotions/offers that you’re running in the next quarter to your VIPs, active shoppers, etc.

BONUS: I give you an Offer Masterclass for E-Com in this video and an easy-breezy launch sequence to try out.

Video 4: Fill the gaps with lifestyle/nurture content

Next, it’s time for the sand. We don’t want every email to ask customers to “buy my stuff.” Try to keep a 3:1 ratio with 3 value-giving emails to one salesy email.

Think about email that:

  • Educate customers on your products/brand values

  • Build a community with a shared vision

  • Coach them to pick the right thing for them

Video 5: Segments

Think of your list like a pie! Here’s a quick-ish breakdown of how to segment your list. Your 3 main segments are:

  • Engaged Customers: send what’s new, what else to buy

  • Engaged Non-Customers: send reviews, reasons to buy

  • Active Shoppers: send “buy my stuff” emails

Video 6: What next?

Caught the planning bug and want to plan the rest of 2024?

Grab my Google Sheet Calendar Template for a full year’s worth of pre-filled campaign ideas, PLUS my Black Friday Blueprint and Q4 timeline. For more one-to-one support, grab an upcoming 90 Days of Email 1:1 slot.