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Email Campaign Overview Planner

Use this page to plan the campaign at a high level.

Then use Email Sequence Planning Table to outline the whole sequence, and Email Planning Template for each email.

A) Campaign Snapshot​

Campaign name:

Owner:

Launch window (start → end):

Primary goal (pick ONE):

  • Drive clicks to a page
  • Get sign-ups / registrations
  • Drive a purchase
  • Book calls / demos
  • Deliver an asset (guide, checklist, etc.)
  • Re-engage inactive contacts
  • Other:

Primary action (what “success” means):

Success metrics (pick 1–2):

  • Opens
  • Clicks
  • Replies
  • Conversions

Target(s) (optional):

B) Audience (Who it’s for)​

Who is this for? (plain language)
Role/title:

What they care about most:

Main pain point this campaign addresses:

Where are these people coming from?

  • New leads
  • Newsletter subscribers
  • Event attendees
  • Trial users
  • Past customers
  • Other:

Who should NOT receive this? (check all that apply)

  • Customers (if not relevant)
  • Internal team
  • Already completed the primary action
  • Unsubscribed / opted out
  • Other exclusions:

C) Offer + CTA (What they get + what they do)​

Offer (what are we giving them?):

Value (why they should care) — 1 sentence:

Primary CTA text:

CTA destination link:

Top reasons this is compelling (benefits, not features):

D) Message Strategy (How we’ll win attention)​

Tone/voice (pick 2–3):

  • Friendly
  • Direct
  • Expert
  • Casual
  • Formal
  • Playful

Core promise (repeatable phrase you’ll reuse across emails):

Proof/credibility you can use (pick what you have):

  • Customer quote
  • Case study
  • A number/statistic
  • Brand logos
  • Founder/expert credibility
  • Other:

Objection you expect most:

How you’ll address it:

E) Rules (Simple + practical)​

Frequency rule: (How often can someone receive this campaign?)

Main engagement signal (pick ONE):

  • Click
  • Open
  • Reply

If they engage, what should happen? (in plain language)

If they don’t engage, what should happen? (in plain language)

F) Launch + Review​

Pre-launch checks (do these every time):

  • Send to yourself
  • Click every link
  • Check on mobile
  • Confirm unsubscribe is present

First 24–48 hours, what will you review?

  • Opens
  • Clicks
  • Unsubscribes
  • Replies (if relevant)

First improvement you’ll try if results are weak (pick one):

  • Subject line
  • CTA clarity / placement
  • Shorten the email
  • Stronger proof
  • Adjust timing between emails

Notes: