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About This Template

Let's face it. Sometimes it's tricky to stay organized when you have so many tasks to keep track of and get done everyday.
When you're so busy, it's difficult to manage all the moving parts of your email campaigns, which makes it hard to be
strategic about what you send. That's why we created this Email Planning Template. Using this template will help you keep
track of what emails you're sending to whom, the various A/B tests you're conducting (if applicable), and the high-level
results of each email send you've planned.

How to Use This Template

The Email Planning Template (Email Template tab) is divided into three sections: Email Planning (columns A-O), A/B
Testing Planning & Results (columns P-Q), and Email Results Tracking (columns R-Z). Each section contains a column for
various components you should plan for or keep track of, as well as a description or example to help you understand what
each column label means. Column A also contains the week of the month (Week 1 - Week 4), and each week contains 3 rows
to help you plan 3 email sends per week. If your company sends more than 3 emails per week, you can insert additional rows
as need.

How to Customize This Template

We realize not every company will send email the same way. We encourage you to customize this Email Planning Template
however you see fit to better suit your individual needs and your organization's goals to make it most useful for you. Since
frequency, timing, messaging, content, design, and other elements of email marketing will all vary, feel free to adjust the
template by hiding certain columns you don't need them, or by adding in new ones we didn't account for. You can also right
click on the "Email Planning Template" tab and select "Rename" to name the template after the current month. Once a new
month starts, you can duplicate the "Email Planning Template" tab by right clicking on it, selecting "Move or Copy,"
selecting the "Make Copy" checkmark, and then renaming the tab for the current month.

Next Step: Learn More About Email Marketing Using HubSpot

Part of HubSpot's all-in-one inbound marketing software includes a robust email marketing tool. Most email software only allows you to
upload a list and send to it. Because email is integrated with lead generation tools, HubSpot helps you attract new subscribers and grow
your list over time. Even better? Using personalization features and marketing automation, you can ensure that your emails match the
unique interests of each recipient. Click below to learn more about all of HubSpot's email features.
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Additional Educational Resources You Might Find Useful

The Anatomy of a Five-Star Email An Introduction to Email Marketing

The 9 Must-Have Components of Compelling

An Introduction to Email Marketing
Email Copy

Answers to 10 Email Marketing Questions You How to Create a Fantastic Email Newsletter
Were Too Afraid to Ask [Checklist]
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Scroll to the right to complete the Planning phase (green), A/B Testing (red-orange), and Results phases (yellow
EMAIL P

Week of Month Email Topic Owner

Ex: New Ebook or Monthly Email

Description Who on your team is crafting this email?
Newsletter

Week 1

Email Send Date

Email Send Date

Email Send Date

Week 2

Email Send Date

Email Send Date

Email Send Date

Week 3

Email Send Date

Email Send Date

Email Send Date

Week 4

Email Send Date

Email Send Date

Email Send Date

and Results phases (yellow) of your email marketing. >>
EMAIL PLANNING | EMAIL PLANNING | EMAIL PLANNING | EMAIL PLANNING | EMAIL PLANNING |

Status Subject Line Email Draft Link

Choose from the drop down in each cell:
What subject line are you going to use to
Not Started, In Progress, Ready to Test,
entice recipients to open your email?
Scheduled, Sent.
Copy and paste the link to your email draft
here from your email software for you to
keep track of or your team to review.
IL PLANNING | EMAIL PLANNING | EMAIL PLANNING | EMAIL PLANNING | EMAIL PLANNING | EMAIL PLANNING |

Goal Target Segment / Persona Send List

High-level category of target audience. Ex: Name of your email list, such as
Ex: Lead generation, clickthroughs, event
Corporate Executives in mid-sized to large "Corporate Executives Interested in Social
sign-ups.
companies Media Topics"
IL PLANNING | EMAIL PLANNING | EMAIL PLANNING | EMAIL PLANNING

Suppression List(s) Personalization Tokens Link to Image File

Names of lists you want to exclude from
your send. Ex: Unengaged Leads and/or
Corporate Executives from SMBs
Which elements of your email are you
Paste the link to any image file you need to
going to personalize for the recipeient? Ex:
use.
Name, company name.
 Link to Landing Page(s) or
Mailto Link Social Share Links
Other Assets

If you encourage email forwarding, create

If you're trying to incite email recipients to
and paste your Mailto link here. Learn
What website(s) are you trying to drive the tweet or share an element of your email,
more:
recipient to? create the social sharing links (ex: using
http://blog.hubspot.com/marketing/make-
ClickToTweet), and paste them here.
emails-more-clickable-list
 A/B TEST PLANNING & RESULTS

A/B Test Description Summary of A/B Test Results Total Emails Sent

Describe any A/B test you're conducting What were the results? Which variation How many email addresses did you send
with this email send. won? your email to?

14,000
 RESULTS TRACKING | RESULTS TRACKING | RESULTS TRACKING |

Total Emails Delivered Total Emails Opened Total Clicks

Of the email addresses you sent your email Of the email addresses you sent your email How many unique individuals clicked a link
to, how many actually landed in an inbox? to, how many were opened? in your email?

8,000 500 90
TRACKING | RESULTS TRACKING | RESULTS TRACKING | RESULTS TRACKING

Deliverability Open Rate Clickthrough Rate

Automatically caclucates Total Emails

Automatically calculates Total Emails Automatically caclulates the percent of
Opened / Total Emails Delivered. An open
Delivered / Total Emails Sent. Above 95% recipients who clicked through from your
rate of 20% would mean that out of every
is ideal, but hard to achieve if your list(s) email (ex: to a landing page) out of total
10 emails delivered, 2 were actually
are purchased. emails opened.
opened.

57.14% 6.25% 18.00%

#DIV/0! #DIV/0! #DIV/0!

#DIV/0! #DIV/0! #DIV/0!

#DIV/0! #DIV/0! #DIV/0!

#DIV/0! #DIV/0! #DIV/0!

#DIV/0! #DIV/0! #DIV/0!

#DIV/0! #DIV/0! #DIV/0!

#DIV/0! #DIV/0! #DIV/0!

#DIV/0! #DIV/0! #DIV/0!

#DIV/0! #DIV/0! #DIV/0!

#DIV/0! #DIV/0! #DIV/0!

#DIV/0! #DIV/0! #DIV/0!

 Leads Generated Other

How many new contacts did you get from Track your own metric here if none of ther
email recipients filing out the form on your others align with your email goal(s). Ex:
landing page? Downloads, event sign-ups.
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