How to Build a 12-Month Email Campaign Plan (Template Inside)
By Matt McCray•
Summary:
A year goes fast. This guide gives you a simple plan to map 12 months of email campaigns, so you always know what's next—and never start from a blank page.
The 3 Rules That Keep You Consistent
- 1.One main goal per month. (Revenue, leads, or retention—pick one.)
- 2.One core theme per month. (New product, seasonal offer, case study, or education.)
- 3.One weekly touch. (1–2 emails per week is enough for most small teams.)
Month-by-Month Template (Copy This Grid)
For each month, define:
- •Theme: What story are you telling?
- •Key Offer/Asset: What are you giving? (guide, coupon, webinar, case study)
- •Send Rhythm: Which weeks and what days?
- •Proof Points: What numbers or outcomes can you share?
- •CTA: What's the one action you want?
Example Calendar (fill with your business):
January – "Fresh Start"
- Asset: Checklist or template
- Rhythm: Weeks 1, 3 (Tue/Thu)
- CTA: Download + reply with questions
February – "Customer Love"
- Asset: Case studies + testimonials
- Rhythm: Weeks 2, 4 (Wed)
- CTA: Start a trial / claim a consultation
March – "Spring Tune-Up"
- Asset: Quick wins guide
- Rhythm: Weeks 1, 3 (Tue)
- CTA: Book a strategy call
April – "New Release"
- Asset: Feature overview or demo
- Rhythm: Weeks 2, 4 (Thu)
- CTA: Try it now
May – "Scale Systems"
- Asset: SOPs / templates
- Rhythm: Weeks 1, 3 (Wed)
- CTA: Get the playbook
June – "Mid-Year Review"
- Asset: Results roundup
- Rhythm: Week 2 (Thu)
- CTA: Reply with one goal
July – "Summer Wins"
- Asset: Short tips + quick promos
- Rhythm: Weeks 1, 3 (Tue)
- CTA: Claim summer offer
August – "Back to Business"
- Asset: Training or webinar
- Rhythm: Weeks 2, 4 (Wed)
- CTA: Save your seat
September – "Operations Upgrade"
- Asset: Case study + checklist
- Rhythm: Weeks 1, 3 (Thu)
- CTA: Start a pilot
October – "Peak Season Prep"
- Asset: Holiday calendar + do/don't list
- Rhythm: Weeks 1, 3 (Tue)
- CTA: Get the calendar
November – "Promos with Purpose"
- Asset: Offer stack (but keep it simple)
- Rhythm: Weeks 2, 4 (Wed)
- CTA: Claim your best deal
December – "Wrap & Wins"
- Asset: Year-in-review + survey
- Rhythm: Week 2 (Thu)
- CTA: Tell us what to build next
How to Use the Email Marketing Calendar Tool with This Plan
- 1.Open the calendar and mark each month's theme.
- 2.Add your planned send days (Tue–Thu to start).
- 3.Drop in your asset notes (guide, coupon, webinar).
- 4.After each send, jot quick results: opens, clicks, replies.
- 5.Each quarter, keep what's working and cut what's not.
Subject Line & CTA Starters
- •"Your 10-minute spring tune-up"
- •"Template inside: the 7-day welcome"
- •"New this month: customer stories"
CTAs: "Get the template," "Save your seat," "Start a pilot," "Claim your offer."
Common Pitfalls (and Easy Fixes)
- ✗Too many goals at once: Pick one per month.
- ✗Random sending: Use the calendar and stick to your rhythm.
- ✗No proof: Add short stats, screenshots, and quotes.
- ✗Overwriting: Keep it simple; focus on one call-to-action.
Your Next Step
Use the Email Marketing Calendar now. Fill in next month's theme, add two send dates, and choose one asset. Consistency beats perfect.
Plan your next month today—then keep refining each quarter.
Start Planning