EMAIL PLANNER Plan and Schedule Your Emails Like a Cowgirl Boss!
A NOTE FROM SUSIE Hello Cowgirl Bosses! Since 1995, I have worked as an Entrepreneur (Cowgirl Boss) and have started many successful business along the way.. I have been featured in such magazines as, Time, Country Weekly, Horse Illustrated and have been invited on many national talk shows as well as the morning show in S.L.C, Beginning in 2011, I started Cowgirls In Style Magazine, which is a publication for women who live and love the Country lifestyle. I started Cowgirl Boss in 2017, to provide assistance for business owners who are horse trainers, boutique owners, horse breeders, boarding stables, jewelry designers, creative craftswomen and so much more! This course and planner are designed for you to plan and strategize within your own business. Since there are so many different occupations in the Cowgirl Boss community, you get to decide which part of this course and planner that will best help your business. I hope you will find this course and planner helpful in your business and love it as much as I do! See you on the trail! Susie
Welcome This workbook shows you how to effectively plan and schedule your emails. Emailing your subscribers valuable content on a regular basis is a key part of running a successful online-based business. Yet, many business owners feel overwhelmed deciding what to email and when. The best way to feel confident and stick with consistent email communication is to create an email plan. After you ve read and completed the worksheets in this guide, you ll have an email marketing plan and personalized strategies for implementation in your business. The seven steps in this workbook address different components of planning and scheduling emails. First, you ll determine how often you want to email your list. Then you ll decide on email tools, brainstorm what your readers need to know, and develop product release and editorial calendars. Lastly, you ll begin to curate sharable content and start to batch produce your emails. When you take control of your email marketing, instead of winging it each day, you set yourself up for increased business success. By knowing who you email and why you re emailing them, you can provide better value to your subscribers. The result is a more engaged email list. This is how you develop relationships where your subscribers value what you share and look forward to receiving your emails. Let s get started! G O D D E S S B O S S A C A D E M Y. C OM
Step 1: Determine Your Ideal Email Schedule The first step in this workbook focuses on a common question asked by business owners when creating an email marketing plan. How often should I send emails? The answer is probably not what you want to hear: it depends. There s not one ideal email schedule everyone must follow to be successful. You could email once a week, three times a week, most days, every day, or any other frequency. The important point is to choose an email schedule, regularly provide valuable content, and stick with it. When determining your ideal email schedule, consider your email goals and your audience. These factors, along with your personal preference, will help you decide. What are Your Email Goals? It s important to know your email goals. You aren t sending emails just for the fun of it. Think about what you d like to have occur by regularly emailing your subscribers. Maybe one or more of the following email goals resonate with you: Create engaged subscribers. Increase trust. Horsemanship clients Build a loyal tribe of readers. Generate more page views to your website. Launch new services, products, or programs. Grow overall revenue and sales. Improve click throughs and open rates. Stay relevant in subscribers email boxes. Spread a movement or idea. These and any other email goals you may have can help you determine how often you want to send emails.
You want to make sure your email frequency matches up with your main goal(s). For example, if you want to create more engaged subscribers, you would want to email frequently, perhaps a few times a week or every day. Don t be scared to commit to frequent emails if that s what you feel called to do. But also, don t feel pressured to email every day if that doesn t work for you. The point is to make sure your email goals and email frequency are in alignment. Know Your Audience Regular emails build relationships with your subscribers. Since relationships are two sided, you should think about how your email plan fits into your audience s preferences and expectations. There are a couple strategies to learn what your subscribers want from you. One of the simplest techniques is to review direct feedback from your readers. The best way to get this information is to ask your current subscribers to complete a short survey or questionnaire. You can also do this on your Facebook page. It is quick and easy to create polls on Facebook. If you are having issues with them taking the time to do this, you can encourage them to take the survey by providing a cool gift or giveaway as a thank you. This could be a digital gift, like an e-book or PDF that would not cost you shipping. If you already have a responsive list, this is a great opportunity to better understand your subscribers. Remember, you want to provide them the best value possible. Sometimes you get that information by simply asking. Your survey could include questions about email frequency, content, length or formats preferred, and possibly additional features or services your readers would love for you to offer. If you don t have a responsive list or don t want to send a survey, that s fine! You can still do what many email marketers do: test and study the stats. Most email service providers offer various methods for testing and examining email effectiveness. You can analyze the subject line, time of day sent, number of emails sent, click through rates, etc. This allows you to see how your subscribers react to your emails.
Any information learned can help you determine what your email subscribers prefer. Final Decision While knowing your goals and learning more about your readers can help determine email frequency, the ultimate decision is yours to make. If every day is too much right now, don t commit to that. If you have emailed very infrequently over the last few months or years, start slowly increasing the number of emails you send. You don t have to go from once a month to every day. You also want to keep track of those that might be taking themselves off of your email list. If you are finding your are getting a bunch of non-subscribers, tone it down and don t send out so frequently. Every business is different so it s a personal choice. The key is to choose a frequency and stick to it (for now). You can always change it later, if needed. Use the worksheet on the next page to help determine your email schedule.
Worksheet: Determine Your Ideal Email Schedule Answer the questions below to help you decide your ideal email schedule. 1. What do you want to achieve by sending regular emails to your subscribers/customers? 2. Do you have any information about the preferences of your audience? If not, what are you willing to do to learn more about what your audience wants? 3. What will your email schedule be? (Consider your answers to the previous questions as well as your personal preferences.)
Step 2: Choose Your Tools In step 2 you will consider your unique business situation and choose tools to commit to your new email schedule. Calendar Tool Once you ve determined your ideal email frequency, you will need to find the right tool to help keep you accountable. Consistent planning requires little more than a calendar. It doesn't matter which one you use, as long as you commit to using it regularly. There are numerous options available that all work equally well. It s a matter of personal preference and what works best with your business and logistical systems. For example, if you are a one woman show, using your Google calendar or a printed planner are simple and effective options. If you have an assistant, marketing team, or other people who help create and send your emails, you may want to rely on a tool that allows the whole team to easily collaborate. Options include a Google spreadsheet, a shared calendar, or an app such as Cozi, Trello or CoSchedule. While shared calendars can work well for teams, scheduling apps typically provide additional features such as project organization, easy-to-see schedules, updates on content creation, and features to track who is working on what. Online apps can also be helpful if you have other team members involved in content creation. Email Software Provider In addition to your calendar choice, you may want to consider updating or changing your current email marketing software. There are many great software providers available, including Constant Contact, AWeber, ActiveCampaign, and Mailchimp, just to name a few. Your preference may depend on cost, statistical and analytical tools, user-friendliness, and customer support. It doesn t matter which tools you choose. What s important is they help you stick to your email marketing plan and schedule. Use the following worksheet to help you decide which email tools you will use.
Worksheet: Choose Your Tools Answer the following questions to help you choose the best tools for your email plan. 1. Do you currently (or plan to) have other people help with any phase of creating content and emailing your audience? 2. Which calendar tool would work best for you and your business needs? 3. Do you like your current email marketing provider? If not, commit to researching other options and consider choosing a better fit for your needs.
Step 3: What Does Your Subscriber Need to Know? Step 3 addresses the value in knowing what content your subscribers need and want to receive in your emails. This is a crucial part of planning your emails for two reasons. First, when you know what information your audience wants, it s easier to create content and stick with your email plan. Second, you should always aim to provide relevant and valuable content to your subscribers. When you email your list, you are building relationships with your readers. It s your responsibility to offer value and information they will find useful in their lives. If you send quality information, the people on your list will look forward to your emails, whether you send them every day or once a week. Content for Your Audience You likely already have some ideas of what your subscribers want to receive from you. You can also review client and customer feedback, check the topics on your most-opened emails, or look over relevant content discussed online or on social media. If you don t have much to reference or simply want more ideas, ask your readers what they want more of from you. You can send a short survey or ask for replies directly in an email. Also, it s good to think about complementary content your readers could benefit from knowing about. The content wouldn t necessarily have to directly correlate with your products and services. However, it would ideally relate to your subscribers in some way or fit a profile marker of your audience.
Your readers value your experience, knowledge, and ability to help them in some aspect of their lives. They see you as a leader in your field. You should rely on your knowledge, experience, and feedback to share content you know they d love and benefit from receiving. Use the worksheet on the following page to list topics and items you want to share with your subscribers. Remember to include your products and content as well as other people s products and content.
Worksheet: What Do Your Customers Need to Know? Draft a list of potential items, subjects, topics, products, etc., you want to share with your subscribers. Include content and products from you and others. In the second column, list where to find this information or if it will need to be created. Topics/Content to Share with Customers/Clients Where Will this Content Come From? Note: You don t have to know the details of each item you list. However, this completed worksheet will help you in subsequent steps when you create your editorial calendar and curate content from other people to share.
Step 4: Create and Maintain a Product Release Calendar Step 4 highlights the importance of planning future product launches, events, and other important happenings in your business. Before you create your editorial calendar for the next several months (or year), you need to make a product release calendar. This step is crucial because your most important emails will be about your own products and events. As each of your product or event dates near, you will be sending emails related to the event or launch. The emails create excitement and prepare your readers for the release or upcoming occasion. Content around your product launches, events, and other major releases will include promotional material as well as free valuable content. When you plan your editorial calendar, you can account for these additional emails in your content schedule. Be sure to include the following types of items on your product release calendar: The launch of a completely new service, product, or program The start of a membership site The relaunch of a current product or program A group mastermind or coaching program An updated or redesigned offer A partnership or collaboration with another business Any special events you will contribute to or host (include online and offline events) Affiliate products or services you plan to promote Regular sales you offer each year As you create your product release calendar, remember that this document should be maintained, updated, and altered as events and circumstances around product releases change. The dates don t need to be set in stone. The point is to set a general timeframe to help create your editorial calendar (which you ll do in the next step).
Don t forget to consider any scheduled vacations or time off you d like to take. You may also want to look at a holiday calendar to plan around those dates, too. Use one or both of the following worksheets to develop your product release calendar.
Create and Maintain a Product Release Calendar (Option 1) Product or Event Month or Date of Release Notes/Comments
Email Planner CowgirlBoss.com Worksheet: Create and Maintain a Product Release Calendar (Option 2) Make notes regarding product releases or special events in the appropriate months. January February March April May June July August September October November December
Email Planner CowgirlBoss.com Step 5: Plan Your Editorial Calendar Step 5 focuses on developing your editorial calendar. You can do this a full year out or work in smaller chunks of times, such as bi-annually or per quarter. The key is to commit to your email schedule by putting it on your calendar. This will make it easy for you and your team to see what needs to be completed and sent each day (or on your scheduled days). At this part of the workbook, you ll be referencing the content and worksheets from each of the last four steps. Here s how each step will help you create your editorial calendar. Step 1: Determine Your Ideal Email Schedule: The email frequency you decided in step 1 will be the backbone of your calendar schedule. You want to make sure your editorial calendar supports your email plan. Step 2: Choose Your Tools: Use the calendar tool you chose in step 2 to ensure all pertinent information goes into one location. Step 3: What Does Your Subscriber Need to Know: While deciding on topics and general content to share, you can reference step 3 s worksheet. Step 4: Create and Maintain a Product Release Calendar: As you begin developing the must-have items on your editorial plan, you ll reference your product release calendar from step 4. What to Include in Your Editorial Calendar When you sit down to plan your editorial calendar, you can include whatever information is most useful to you and your team. The point of the calendar is to make it easier for you to follow your email plan and schedule. The following types of information are often put in an editorial calendar: Date the piece or content will be published Topic or headline for the piece Creator of the content Status of the content (from draft to published) Distribution outlets (email, blogs, social media, etc.) Email subject line Format of the content Photos or other visual components
Email Planner CowgirlBoss.com SEO information (for website-based material) Calls to action You don t have to put all of these in your calendar. However, as you grow your business and add more team members, you may want to include more information. Now that you know the general components of an editorial calendar, it s time to go over the logistics of completing yours. It can seem overwhelming at first, but it s actually quite simple. How to Get Started Follow these steps when you begin creating your editorial calendar. 1. Start with the big, non-moveable items. These are the non-negotiable items you plan to include in your calendar. For example, product launch content (including promos) and new, weekly blog posts or videos would go into the calendar first. 2. Fill in the calendar with less-important but nice-to-have items. These might include weekly or daily social media topics you want to share via email. Another example is to create a fun email series, such as spotlight on a subscriber or an ask me anything column. You might also include other content you d like to create but isn t necessary for the success of your business. 3. Fill in any blanks with interesting but non-necessary stuff. Once you have the bulk of your calendar filled, you can fill in any missing spots. Ideas here include sharing other people s interesting content, such as a favorite podcast or upcoming webinar you think your readers would find valuable. You could also allow for one or two slots a month to discuss a current news event or topic that s important to you. When you fill out your calendar using this three-step process, you ensure the most important items are included. This also allows room for you to occasionally share spontaneous content without depending on it to fill up your email schedule.
Email Planner CowgirlBoss.com Promotional vs Non-Promotional Content One more thing to keep in mind as you work on your editorial calendar is the overall makeup of the content. Content typically comes in one of two general forms: time-based promotions and non-promotional emails. Time-based promotions include time sensitive information that encourage your subscribers to take a specific action. These types of emails and updates are often announcements and reminders. As you can imagine, they will correlate with your product releases and launches. Non-promotional emails focus on building relationships and providing value to your subscribers. The types of content here are what most people are familiar with when thinking about an editorial calendar: education videos, blogs, sharable content, quotes, inspirational material, etc. Overall, the majority of your emails will be informational with the occasional sales email in the mix. You now have all the knowledge you need to develop your own editorial calendar. As you create your business calendar, be sure to reference the previous worksheets in this guide. They can help you generate ideas and ensure you stay on track with your email goals. Use the worksheet on the following page to help you complete your editorial calendar.
Email Planner CowgirlBoss.com Worksheet: Plan Your Editorial Calendar Answer the following questions to get prepared and committed to creating your editorial calendar. 1. Which tool/calendar will you use to create your editorial calendar? (Be sure to just stick with one and share with the appropriate team members.) 2. B r a i nstorm the information you plan to include with each of your calendar entries. (This may change when you fill in your calendar and/or get input from team members.) 3. Will you sit down and create your editorial calendar on your own, or do you need to schedule a time for other team members to be part of the process? List any requirements here.
Email Planner CowgirlBoss.com Worksheet: Plan Your Editorial Calendar (cont.) 4. When will you schedule the time to complete your editorial calendar? 5. A r e there any files, documents, or other calendars you need to reference when you create your editorial calendar? (You want to have everything in place and ready at your scheduled time.) 6. Include any comments or notes you have regarding the creation of your editorial calendar here.
Email Planner CowgirlBoss.com Step 6: Curate a List of Sharable Content Step 6 prepares you for those times you don t know what to write and literally draw a blank. This is normal and happens to everyone at some point. However, you should NOT skip your regularly scheduled email or wait until you feel inspired to write. First, that s not a smart business decision. And second, who knows when you ll feel inspired. The point is simple: stick with your email routine, even when you don t feel like it. Sharable Content The best way to prepare for a day when you don t know what information to share with your readers is to plan for it. You can do this by keeping a list of interesting blog posts, videos, quotes, and any other material you can easily pull out when you re not feeing inspired. This helps you stay on track with your ideal email frequency. You ll also be sharing something different and unique with your subscribers. As a result, they may really enjoy the new material or person you are introducing to them. Plus, it s always nice to give a shout out to someone who has created something you think is great. Collaboration is good for business! Creating the File When you create your sharable content file, it should be easy to use, update, and find when needed. You could use a software or tool you love, or simply create a Google document. If you have a team who helps with the logistics of sending emails, make sure they have access to the file. Not only will they need it to retrieve the appropriate link or information, but they can contribute content.
Email Planner CowgirlBoss.com You typically shouldn t be waiting until the day of to schedule your emails. However, sometimes things happen, and you re lost on what to say or time to create something new. Creating a curated list of sharable content will help you quickly pick something valuable to share with your subscribers. Use the worksheet on the following page to set up a file and bookmark sharable content.
Email Planner CowgirlBoss.com Worksheet: Curate a List of Sharable Content Answer the following questions to start curating a list of sharable content. 1. Do you currently have a specific file, document, or location where you keep articles and other content you love (or know your subscribers would enjoy receiving)? 2. If you answered no to the above question (or don t like your current system), where will you keep or store sharable content? 3. List some of your mentors, influencers, and other people and/or organizations you like and want to include on your list of sharable content.
Email Planner CowgirlBoss.com Step 7: Batch Your Work The final step in this workbook will help you produce your emails in a more efficient manner with less stress and overwhelm. As mentioned in the previous step, it s not ideal to be writing your emails the day you intend to send them. There are countless unexpected situations that could occur and hinder your ability to finish the scheduled email. One of the best ways to ensure your emails are ready, with less anxiety the day of to come up with something, is to batch produce them. If you ve never used batching before it can be a game changer. How Batching Works Batching is when you write several emails (or other similar content) at the same time. For example, you might decide that Tuesdays are your email writing days. If that s the case, you would write all the emails to be sent the following week (or however ahead of schedule you decide to be). You can batch in whatever way that works best for you. If you want to write all your emails for the month you can do that. If you prefer only staying one week ahead of emails, that works, too. Writing your emails this way saves you time and utilizes your focused energy, so you aren t going back and forth between different tasks. For example, you aren t moving between writing one email, answering a phone call, responding to inquiries, and posting to social media. You only focus on the task at hand. This really does save you time and mental energy. Remember, it's far easier to spend one day per week writing all your emails than to try to write one email per day. Use the corresponding worksheet to set aside time to write and schedule all your emails for the week (or month).
Email Planner CowgirlBoss.com Worksheet: Batch Your Work Answer the following questions to help you create a schedule to batch produce your emails. 1. How far ahead do you want to write your emails when you batch produce them? (If you have team members who help send emails, consider any time they need for editing, graphics, imputing content in your email provider, etc.) 2. When will you schedule time in your calendar to begin batch producing emails? 3. Write any other concerns or ideas you have for batching your emails here. Note: Be sure and block off the time in your calendar to batch produce your emails.
And that s a wrap Congratulations on completing this workbook! You now have the know-how to create and implement a new email plan. You ve learned simple, yet effective steps to plan and schedule your emails. Following the methods in this guide will help you be intentional about your emails, provide consistency and valuable content to your readers, and more easily create and curate content to share with your subscribers. One recurring theme throughout this guide is the importance of planning. When you plan your emails, plan content to share, plan product and editorial calendars, and plan content creation, you have a higher chance of sticking with your ideal email schedule. And emailing regularly is important for increased success online. As you develop relationships with your readers, they will come to expect and welcome your emails. It s from this place of serving, by providing valuable content on a regular basis, that you will simultaneously develop more engaged followers. Today, it s not enough to have an online-based business. You must develop an email marketing strategy and plan for its execution. My intention is this workbook helps you do that easily and effectively. To your success, Susie Susie Gentry G O D D E S S B O S S A C A D E M Y. C OM