This document provides information about email marketing and how to create an email marketing calendar. It discusses what email marketing is, how emails work, different types of emails like promotional, regular and advertisement emails. It also covers topics like permission marketing vs spam marketing, and how to create autoresponders and newsletters. The document then provides tips for an email marketing calendar including evaluating past efforts, setting goals and priorities, committing to a schedule, and starting to fill in the calendar with planned email content and promotions. The overall summary is how to plan an annual email marketing strategy by reviewing past performance, setting goals and priorities, and scheduling regular content in an email marketing calendar.

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Email Marketing
What is E-mail marketing?
Email marketing is the act of sending a commercial message, typically to a group of people,
using email. In its broadestsense, every email sent to a potential or current customer could
be considered email marketing. Itusually involves using email to send advertisements,
request business, or solicitsales or donations, and is meant to build loyalty, trust, or brand
awareness. Marketing emails can be sent to a purchased lead list or a current customer
database. The term usually refers to sending email messages with the purposeof enhancing
a merchant's relationship with currentor previous customers, encouraging customer
loyalty and repeat business, acquiring new customers or convincing currentcustomers to
purchasesomething immediately, and sharing third-party ads.
In plain and simple termsit’s all about “Promoting your brand, servicevia an email where
the receiver has given you permission to send you an email.”
It’s essentialthat one of the mail company sends out to people (butthere are few
approaches to it which are covered in the latter section)
This is not done by g-mail, yahoo, hotmail or other ones, this is done by automated e-mail
marketing softwarewhich wewill see in a while

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How E-mail works:
1st
case: Ram wants to send his wishes via email to Shyam on friendship day.
Let’s see whatwill happen when an e mail is send by Ram (sender) to Shyam(receiver)
Ram’s e-mail id: ram.s@gmail.com
Shyam’s E-mailid: shyam@yahoo.com
2nd
case: Rohan wants to send his wishes via an email to Ritika on Valentine’s Day
Let’s see whatwill happen when an e mail is send by (sender) to (receiver)
Rohan’s e_mail id: rohan@gmail.com
Ritika’s E-mail id: ritika@gmail.com
So let’s summarizethe working of email and spam filters

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Types of e-mail marketing
 Permission Marketing/opt-in/legit
 Spam marketing/illegit
Let’s understand the difference between the two…
Let’s say Ronnie has developed a new energy drink and he is super excited about his
product. He wants to messageas many people as he can about his newly launched product.
He thinks that the more people will hear about his product the more he will get sales.
So he sits down on his computer and starts jotting down an email with eye catching
headline fancy promotionalmessageinside the email.
After writing a quick, flashy paragraph aboutthe drink, he opens up google.com and
searches as many email brokers he can. He wants to get a huge list of email address to
which he can shootout his fancy email. He thinks that the more his messagegoes to
people, the more potential he has in making money
Somehow he gets a list of 10,000 peopleand he sends out his email to everyone.
This might sound easy right!! Unfortunately, not only people will identify this messageas
spamor e-mail marketing scambut they will delete it also
A couple of people might not even open it becausethey might think who is this guy? I don’t
know him…correct?
So here comes the mostimportant concept in email marketing which is permission based
email marketing
In simple terms, a business or website mustreceive a visitor’s authorization beforesending
out any promotionalemails
If a person receivesan email from a business he never requested chances are that it will go
in spam
So to summarize we can say that email marketing has 2 ways:
1. Legit(permission marketing)/Opt-in>> collecting emails or building lists and then
sending them periodic emails

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2. Illegit(spamming)>>you buy a list of email address and send bulk emails which might
be treated as spam email.
Challenges facedinsending bulk e-mails
Let’s take a scenario where you wantto send an e-mail to 10,000 peopleregarding an
update of your newly launched product(which may be anything from e-book to physically
shipped product)
Would you send an email from Gmail to 10,000 people? You might say lol!!!
Yes indeed you’ll go crazy
Let’s take another scenario whereyou have a web form on your website wherea visitor can
fill out a formto download free video tutorial. After the visitor fills out the respective form
and gets the video for free, normally you also want to send a welcome mail instantly.
Would you be monitoring 24x7 your web form so that you can send an email instantly to all
those people when they opt in for the video.
Logically that is impossible as they would never get an instant welcome email
We overcomethis challenge by using an automated tool for our email marketing solution.
Difference betweenOpt-in/Single opt-inandDouble opt-in
1st
case: Let’s say Rohan has built a page.
He is offering a free e-book in exchange of visitor’s name and email. Oncethe visitor fill up
the formand clicks on the download button, he will be redirected to another page where
he would be able to get link to download e-book
Along with this redirection, the visitor would also receive one automated email which
would be acting like thank you email for visitor taking an action on Rohan’s web page
2nd case: Let’s say Rohan has built another page.

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He is offering a free video coursein exchange of visitor’s name and email. Once the visitor
fill up the formand clicks on the download button, he will be redirected to another page
wherehe would have a messagequite similar to the one mentioned below:
Thank you for entering your information. We have sent you an email to confirm your details
& subscription. Pleasecheck your email with subjectline…..
Along with this redirection on confirmation messageweb page, the visitor would also
receive one automated email which would be asking visitor to click on the link inside the
email to confirmaccess of video course.
Once the visitor click the link inside the email he/she would be redirected to Rohan’s web
page where the visitor will now finally have access to the offer + the visitor would receive
an acknowledgementemail(Auto responder) having the video link as well.
If wetalk about the activity done by the visitor to get access to video course, then we can
say he/she did two activities which is filling out the form and confirming the details by
clicking on the link in the confirmation email.
So let’s summarize boththe cases:
• We can say that, 1st
casewhere the visitor did only one activity to avail the value
provided on ’s webpage is called opt in or single opt in and 2nd
casewhere the visitor
did two activities is called double opt in.
• Email address on (single) opt in list are not confirmed. Anybody can submit
anybody’s address to thelist, and it will be there until it is unsubscribed.
• On double opt in all the email addresses mustbe confirmed before they are added.
• a request for confirmation is sent to the submitted address and address owner must
take some action to confirm that s/he is owner of the email address & the address is
working and s/he indeed wants to subscribe
• Most often the confirmation action is as simple as replying to the confirmation
request or clicking on a link

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Best platforms for e mail marketing
• Getresponse: World’s easiestemail marketing. 3,50, 000 happy customers in 182
countries, engaging morethan 1billion subscriber every month. Startyour 14 day
free trial now
• Aweber: Connections that last are built inbox. Not user Friendly, Card details
• Sendlane: We help capture your visitor’s email and deliver your messages. Startyour
14 day free trial now. Techie
• Sendgrid: Delivering your transactionaland marketing email through one reliable
platform. Start your free account upto 12k emails /mo.
• Mailchimp: Send better email. Sell more stuff. Signup for free
E-mail marketing canbe dividedintofollowing categories:
 Promotional E-Mails: Promotionalemails sent to encourage potential
customers to buy a productor service or convince currentcustomers to keep
buying
 Regular E-Mails: Regular e-mails meant to strengthen the relationship
between the business and the customers and encourageloyalty to a product
or service. E.g: e books, freecourse, video training, coupons, contest,
newsletter, webinars, demo etc.
 Advertisement E-Mails: Advertisemente-mails for a product or service that
are placed in e-mails sentby other people or companies (typically found in
“banners” aboveor to the side of the e-mail's body of text)
How to sendemail throughemail marketing software
Practical InsideGetresponse

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Easy steps:
 Firstgo togetresponse.com. Onceyou will on GetResponse homepage. Simply click
on “Create account” button.
How do I create and senda newsletter?
Newsletters are the bread and butter of marketing campaigns. They are the easiest way to
stay in touch with your customers—e.g. welcomenew customers, inform them about
upcoming promotions, or send your existing customers an invitation to join a loyalty plan or
send them a special offer code.
In GetResponse, you can choosebetween Drag-and-Drop EmailEditor or HTML Source
Editor to create your newsletter. With drag-and-drop editor you work with templates and
don’t need to do any coding. HTML SourceEditor is a good choice for those who are
familiar with HTML coding.
The following steps explainthe processof creating anewsletter in Drag-and-Drop Email
Editor.
1. Go to Dashboard>>Emailmarketing. For one-click access, you can use the Quick
actions widget.

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2. On the Manage newsletters page, click the Create newsletter.
3. Click the Drag-and-Drop EmailEditor
4. Set up the newsletter settings:
 Select a linked list. This is the list whereyou can find the newsletter statistics for.
 Enter your messagename. Itwill help you to find the newsletter on the Manage
newsletters page.
 Enter a subjectline for your newsletter.
 Select the From email, and change the reply-to email if necessary
 Optionally, click distribution settings and set up the analytics and social sharing
options
When done, click Next step to get to the template gallery.
1. Choosea template. Use the side menu to browsethe templates by category. You can also
import your template or design a template from scratch. Onceyou choosea predesigned
template, you’ll be able to add, rearrange, and edit text and images. Use the side toolbar to
add more sections, socialsharing buttons. Click Next step when you’vefinished editing the
newsletter.
2. Select recipients fromone or more lists or custom filters, or select them by hand. You can
also exclude contacts fromthe recipient list. Click Next step to moveto review and
scheduling.
Sending a newsletter
Review messagedetails. Then, schedule your newsletter or send it right away. If you’d like
to adjustwhen they receive your newsletter, turn on Perfect Timing.

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Autoresponders &Newsletter(Broadcast Mails)
 Autoresponders: An autoresponder is a sequence of emails that will be sent to
anyonewho subscribes for any productor services. theemails are set up to go out at
predetermined intervals to a user who subscribes to
Or simply
 An Autoresponder is a computer program that automatically answers e-mailsent to
it.They can be very simple or quite complex.
 Autoresponders arealso known as Autoresponders sequence/emailswipes
Practical inside getresponseshow differenceboth!
How to create anautoresponder: -
Click below on the image to play the tutorial video

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E-mail list –
1. Buy the list/data
2. Buildone – webinar, providea free e-book, provide a free 7 day e-course, providea
free valuable video, sidebar of your blog, a pop up, give some freebies in exchange of
email, ecommerce – give 50% discounton registration
Tricks to land in inbox insteadSPAM box
 Always include unsubscribebutton in the footer of email
 Make surethe email which you are using has a website on the domain
like:ab@abcl.com
 Do not use all capital letters in your subjectline/body line
 Includeless links and morewords>> Sales email: 3 links works thebest. Shortemail:
1 link.
 Always check your Spam score(1-100) –the spam checkers would be available with
your email marketing software. Practical e.g. fromGetresponse.
 Send mailer from a name if possible!Company name or a person name! Practical
 Avoid using words likemoney, won, coupons, offer (You should usethese words in
images)

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Most important part of Email: Subject Line>>
 Blinder: Hey!Grab this before it’s gone / You need to watch this (curiosity)
 Pre sell with Benefits: Write benefit in the subjectline.
 Scarcity (Blows up open rate): Take action now before it goes away.
 Cleanup (every 3 months may be): Remove members who aren’t opening or clicking
or else it affect IP after a year or so.
DIFFERENCEbetweenURGENCY &SCARCITY >>
Urgency:Time framedependent.
Scarcity: Something is limited (only 100) (number dependent)
Technique >Gravity for next email. Draws attention. E.g: A new productlaunch information
like watch out for my email tomorrow or give a link to confirm the registration.
Sales video email needs to be LONG because people needs to understand before they give
money.
UNSCRIBED HACK explanation > I will have custom made unsubscribelink (page). So I am
having more clicks which will increase my IP reputation as well. So two purposes solved: I
would be able to retain my subscriber mostof the time and my IP reputation also increases
as they areclicking on my unsubscribelink.
How can you use your email marketing calendar?
This calendar may look simple, but it’s essential to achieving your email marketing goals.
Get started by printing out the calendar.
Next, look back at your Email Marketing Plan Template to review what you have going on
for each month.
Throughoutthe year, you’relikely to send two types of messages:
1. Time-based promotions
2. Non-promotionalemails

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Time-based promotions contain time-sensitive information and encourageyour subscribers
to take a specific action, such as buying a discounted item, registering for a new class, or
buying tickets to an upcoming show.
For time-basedpromotions, plan on sending a shortthree-partemail series to get the word
out. For example, if your shop is holding a promotion to drive jewelry sales for Valentine’s
Day, your timeline might look like this:
 February 1st
–Announcement of your Valentine’s Day sale.
 February 8th
– Reminder of your saleand a productfeature.
 February 13th
–Last chance to take part in your Valentine’s Day sale!
Here’s how you could start filling inyour calendar to plan for this promotion.
Your non-promotional emailswill be less sales-driven and timely, and more focused on
building relationships and providing value to your customers. Here, you might offer an
educational video or a blog postwith tips.
For example, your storemight send an email with tips on how to clean and care for a new
piece of jewelry.
Here’s what a non-promotional email might look like on your calendar:

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Start filling inyour email marketing calendar withsome dates and ideas of your own.
Even if you’renot ready to fill in all 12 months, take a few minutes to plan out the next
three months of your email marketing.
9 Steps onHow to create E-Mail Marketing Calendar
1. Wrap up What you’ve Been Doing
First, did you have any content goals or ideas from last year that you didn’t get to? Decideif
they are still relevant, and start your new list with these ideas if so.
2. Evaluate Your Efforts
Evaluate your content. Hopefully, you’remonitoring performanceregularly, butif you
haven’tbeen then look at the past sixmonths overall. If you send email newsletters, how
did they do? Which topics got the best click-through and open rates? If you write blog
posts, which ones got the most traffic? With social media, which posts got the most
engagement – shares, likes or comments? Note which topics or techniques you want to
carry over into next year.
We’ve found that the mostsuccessfulcontent for our customers was timely (related to an
upcoming holiday such as Mother’s Day or Father’s Day) or helped people in a concrete way
(campaigns that highlighted ways to savemoney were particularly popular).
3. Decide onYour PrioritiesandGoals
You may wantto grow sales by 30 percent. Or gain 200 new customers next year. Whatever
your goals are, ask yourself: how can your content help you achieve thosegoals?

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4. Commit to a Schedule
Once you’vedecided whatyour priorities are, decide what scheduleyou can reasonably
commit to. We’ve found the mostsuccess with regularly scheduled email newsletter
campaigns for our customers. Two per month is the sweet spotfor us, but your publishing
schedule will be influenced by your industry and your audience.
Decide what’s sustainablefor you: once a week, every other week, or even once a month.
Whatever the case is, stick to it.
5. Look at Your Calendar
Now that you know what you can commit to, start scheduling your content for specific days
on your calendar. Then you’ll be able to determine how many ideas you’ll need to come up
with for the month, quarter or year, depending on how far in advanceyou wantto plan.
Start looking for your own notable dates. Do you havea business anniversaryor special
event you wantto celebrate? Do you have a seasonalsale or offer? Add these to your
calendar. You may also wantto include general holidays or seasonalideas if they make
sensefor your business. For instance, a general contractor could shareadvice on
weatherproofing beforewinter. A real estate agent might write a newsletter with top
spring cleaning tips. Make sureyou’respending mostof your time delivering helpful
content marketing, not simple self-promotion.
6. Schedule Everything
Start with your publish or send date. Once you have that date, work backward so you know
when you need to start. Make sureyou give yourself enough time for creation, review, and
testing. Testing includes checking images and links, and confirming your content appears
the way you wantit to across various platforms and email clients.
Also plan around any holidays, birthdays or vacation time when you won’tbe working.
You’ll need to create and schedule content ahead of time for these cases.
7. Fill inthe Gaps
Once you’vefilled in all of your personal, seasonaland holiday ideas for the next year, see
how many topics you still need. Hopefully, you havean ongoing idea file, but if not, take a
few minutes and brainstormtopics you wantto writeabout, questions your clients always
ask you or trends in your industry. Continue until you haveenough ideas for your calendar.
Additionally, if you don’t have an idea file, startone. It’s always helpfulto have backup
ideas in case something doesn’t work out.
8. Add in Social

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Whatever formats your primary content takes, you should publicize it on social media.
When you’reresearching your topic, you will likely run across multiple sources thatyou
don’t usein the content itself. Savethem!
9. Make Measuring andAdjusting Part of Your Process
Measurement can be scheduled justlike content. You may evaluate your content weekly,
monthly, quarterly or whatever time frame works for you. Justmakesurethat you are
looking at your efforts regularly, analyzing what’s working and adjusting as necessary.
As a result, you might see that some kinds of content are working really well for you. You
may wantto then include similar content in the future, replacing other topics. Or, the
opposite might be true and you may need to adjustby taking out certain kinds of content.
Or you may not be publishing frequently enough, causing a drop in engagement.
If you’rescheduling your content monthly or quarterly, you’ll also need regular times to
plan for future topics and publication schedules.
By following these steps, especially regularly evaluating your efforts, you’llwritethe best
content possible, satisfy your readers and have a rich marketing calendar planned in
advance.