2023 / Q4 October – December

Email marketing
planning guide
Your success starts with a plan.

Table of contents
Use this planning guide to define your goals, map
out your messages, and measure your results.

How to use this guide 3

Sample editable calendar 4

Setting up your metrics 5

Q4 overview 6

October 7 - 10
Try Seguno for Free
What to send this month 7
Built exclusively for Shopify, create engaging
emails, trigger automated sends, and track your
Featured newsletter 8
success from one convenient place inside the
platform you already know.
Editable calendar 9
apps.shopify.com/seguno
Monthly review 10

November 11 - 14
Is this guide helpful? Complete our survey
December 15 - 18 and receive a FREE Seguno email template.

Q4 quarterly review 19 seg.uno/pgfeedback

Email marketing planning guide

How to use this guide for the

best email marketing results

Set up your metrics and define your goals for the quarter
1
They're the first step to helping you evaluate progress.

Review our "focus of the quarter" recommendation

2
Reserve time for improving an element of your email marketing program.

Use our monthly "what to send" pages and calendar

3
We've loaded them with ecommerce events and ideas to develop your calendar.

Review the monthly featured newsletter

4
Each newsletter provides variety to keep subscribers interested.

Tweak the monthly editable calendar

5
Stay on track by adding important dates. Block off email prep and delivery dates.

Track your metrics at the end of each month and perform a quarterly review
6
Continually make adjustments and smarter choices by regularly analyzing performance.
 Sample editable calendar
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4 5 6 7

Prep + test email New Collection

Add your brand’s important Preview Email @ 10AM
dates; this could be new product
shipments, website updates, or
8 9 10 11 12 13 14
even your vacation days. New Collection Launch

New Collection Email

@ 10AM

15 16 17 18 19 20 21

Prep + test email Style Guide Email @

10AM

22 23 24 25 26 27 28
Block off email prep Clearance Items Last
and send dates. Chance Promotion
Email @ 10AM

29 30 31 1 2 3 4

Real-time backup: seg.uno/reminders

Stay on top of your email marketing plans for major ecommerce
events with Seguno's Google Calendar reminders. Subscribe and get
immediate access to planning reminders for the quarter. Reminders
for subsequent quarters will be added as the year progresses.
 Setting up your metrics

Your current metrics

Subscribers Engagement Unsubscribe rate Average order value Revenue from email

0 0% 0% $0.00 $0.00
# of subscribers average click rate

Target audience Important dates

Define your target audience and consider what they need. Identify key seasons, events, and dates for your business.

Ex: Women, aged 20-30, living in the U.S., enjoy traveling, love fashion Ex: Spring and fall seasons, gift-giving holidays
and accessories

Email goals Email objectives

What do you want to achieve? What strategies will you use to achieve your goals?

Ex. 1: Grow my email list Ex. 1: Make it easy to subscribe on my site

Ex. 2: Drive sales Ex. 2: Activate my automations

Ex. 3: Build brand awareness Ex. 3: Start sending newsletters consistently

Ex. 4: Increase repeat purchases Ex. 4: Engage subscribers with relevant content
 Q4 overview

Focus of the quarter:

Black Friday Cyber Monday (BFCM). What Shopify merchant doesn't want to capitalize on winter holiday spending?
Despite expansion of the shopping season over the last decade, the period around BFCM remains critical.

Start planning your BFCM emails Choose your BFCM strategy

What angle will you take for BFCM messaging?
now—if you haven't already. Emails fit into one of two camps:

Decide on a calendar 1. Promotional emails: focus on the promo/discount

How many emails should you send for BFCM? And when should 2. Emotional emails: focus on the value/solution
you start? We don't have the magic answer to either since
every brand is different. But we can offer suggestions. Of course, many brands combine a straightforward discount with
Here are four example schedules to consider: an emotional appeal. Think through promotional vs. emotional
email marketing to determine your BFCM strategy.
The minimal BFCM: 3-4 newsletters (starting the week of
Thanksgiving and ending on Cyber Monday)
The loaded BFCM: 7-10 messages (starting a week before
Black Friday and ending on Giving Tuesday)
Want more insights?
The Cyber Week focus (starting Black Friday and running
Watch our FREE 35-minute
through Cyber Week) BFCM email masterclass.
Gray November (an array of emails throughout November)
seguno.com/learning
Review 2022 BFCM marketing
Dig out your data! Gather email marketing metrics from before,
during and after BFCM. (In fact, you might look at all of Q4
2022, since buyer behaviors start changing in fall.) Just as we
Big ecommerce events:
advise within this guide, examine the high performers as well as BFCM is the biggest ecommerce event of the year.
the misses. Use your insights to guide you forward. But don't forget about Halloween.
Planned spending per person in 2022 was $100.45.
 What to send in October seg.uno/monthlyvideos

Introduction: Subject line ideas:

We welcomed fall in September, but October is the All your fall faves are back
real deal. It's time to go all in. (New product launch? Pumpkin, spice and everything nice
The return of favorite autumn collections?) Treats you don't want to miss
We carved out savings just for you
And, of course, there's Halloween.
Get in the Halloween spirit with __% off
Bust out spooktacular messaging.
The Halloween mystery sale is on
 October featured newsletter: Self gifting

Good for:
Any large gift-giving holiday, BFCM included. (Don't be afraid to sprinkle in a
self-gifting newsletter any other time of the year if the mood strikes.)

Guidelines:
Encourage subscribers to treat themselves and splurge on something they
"really want." Give recommendations. A lifestyle image of someone using
the product can help connect the dots.

Copy & paste sample text

Subject line:
What about you? It's time for a treat

Headline:
From: you; To: you

Copy:
Let’s take care of the one that really matters: you! Find your favorite (product) and
treat yourself. To make it even more special, we’ll give YOU an exclusive (promotion)
because we know you deserve it.

Copy example:
Let’s take care of the one that really matters: you! Find your favorite
slippers and treat yourself. To make it even more special, we’ll give YOU an
exclusive free set of socks because we know you deserve it.
 October 2023
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4 5 6 7
Kick off a Breast Cancer Start a
Awareness month Halloween campaign?
campaign?

8 9 10 11 12 13 14
Thanksgiving (CAN)

Indigenous Peoples’/
Columbus Day (US)

15 16 17 18 19 20 21

22 23 24 25 26 27 28
Start a campaign
around the changing
weather/cold-weather
products?

29 30 31 1 2 3 4
Halloween

Campaign ideas: Plan ahead

Halloween: Multi-message campaigns are a must for brands that You know that BFCM is on the way!
rely on the holiday for a sales boost. But so are Thanksgiving and Singles Day.

Breast Cancer Awareness Month: If your brand embraces this

health campaign, ensure that you align with the observance
through messaging and/or philanthropic giving.
 October monthly review

Monthly metrics
List growth Engagement Average order value Total sales

0 0% $0.00 $0.00
new subscribers average click rate

Best performing newsletter Best performing product Best performing collection

Takeaways Achievements Opportunities

Trends you noticed, strategies that worked, What goals did you achieve this month? What are the opportunities for
things you want to test in the future. improvement?

Up next: November
 What to send in November seg.uno/monthlyvideos

Introduction: Subject line ideas:

The Super Bowl of ecommerce is here! Last year was a We're thankful for you
record-setter for Shopify merchants, with the BFCM Gobble up our Black Friday deals before they're gone
weekend raking in $7.5 billion (a 19% increase from Why wait 'til Black Friday? Scoop up the sales NOW
2021). So even if BFCM sales aren't crucial to your Preview the winter collection
brand, you want to prepare at least a few emails. Cross off your gift list with deals up to __%
Don't forget about Thanksgiving, either! Sneak peek Cyber Monday savings
 November featured newsletter: Gift giving

Good for:
Any brand selling products that are appropriate to give as gifts.

Guidelines:
Categorize your products so it's easy for subscribers to find options for
people on their list. For example, group products into classifications such as
relationship of the gift-giver to the recipient (gifts for moms, children, etc.),
price (gifts under $25, under $50, etc.) or product line (hats, gloves, etc.).
The "stocking stuffers" category is popular, too. Send a gift guide email that
highlights all product groups or focus on a best-selling category.

Copy & paste sample text

Subject line:
Our (holiday) Gift Guide

Headline:
Find just the right gift

Copy:
You've got gifts to buy and we're here to help with hand-selected picks. Find the perfect
present for the special people on your list — from the (personality attribute) to the
(personality attribute).

Copy example:
You've got gifts to buy and we're here to help with hand-selected picks. Find the perfect
present for the special people on your list — from the adventure-seeker to the homebody.
 November 2023
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

29 30 31 1 2 3 4
Start early
BFCM promos

5 6 7 8 9 10 11
Daylight Savings ends Remembrance Day
Veterans Day
Singles Day

12 13 14 15 16 17 18
Diwali Pink Friday
(the 'Black Friday'
boutique version)

19 20 21 22 23 24 25
Start BFCM promos Thanksgiving Black Friday Small Business Saturday
if going the
minimal route

26 27 28 29 30 1 2
Start Cyber Cyber Monday Giving Tuesday
Week campaign

Campaign ideas (aside from BFCM): Plan ahead

Thanksgiving: Up next:
This is a chance to thank all who support your business. Christmas, Hanukkah, Kwanzaa, and New Year's!

Veterans Day and Remembrance Day: While major retailers often

run sales, we suggest a focus on honoring military service if it aligns
with your brand. Be respectful with your promotions.
 November monthly review

Monthly metrics
List growth Engagement Average order value Total sales

0 0% $0.00 $0.00
new subscribers average click rate

Best performing newsletter Best performing product Best performing collection

Takeaways Achievements Opportunities

Trends you noticed, strategies that worked, What goals did you achieve this month? What are the opportunities for
things you want to test in the future. improvement?

Up next: December
 What to send in December seg.uno/monthlyvideos

Introduction: Subject line ideas:

Stocking stuffers that won't break the bank
You've made it to the home stretch! Let's close the year on a
high note. You have one more month to elevate your email Sleigh your list with these perfect gifts
marketing — plenty of time to leverage the holiday shopping Gifts under $___ for your whole family
rush with email newsletter variety. And we're quickly Elf on the Shelf approved: ________
approaching 2024, too. An end-of-the-year wrap-up and look Last day for FREE shipping
ahead are always nice newsletter additions. A special holiday note for you
 December featured newsletter: Holiday greeting

Good for:
Spreading cheer and connecting through December's cultural
and religious events (Christmas, Hanukkah, Kwanzaa, etc.)

Guidelines:
You can slide in product promos. But we favor heartfelt messages,
pausing to reflect, or providing value, like sharing a recipe. Be authentic
with your "season's greetings" note and strive to go beyond the generic.

Copy & paste sample text

Subject line:
Love and thanks to you

Headline:
Wishing you the same joy that you give to us

Copy:
From all of us at (brand), thank you for choosing us. It's a true honor to have
your trust. We look forward to continuing the journey of the last (number)
years — providing the (value) and (value) that our customers deserve.

Copy example:
From all of us at Carmen's Closet, thank you for choosing us. It's a true honor to have
your trust. We look forward to continuing the journey of the last five years —
providing the quality and service that our customers deserve.
 December 2023
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

26 27 28 29 30 1 2

3 4 5 6 7 8 9
Hanukkah begins

10 11 12 13 14 15 16
Your last Hanukkah ends
shipping day?

17 18 19 20 21 22 23
Winter solstice Gift card promo

24 25 26 27 28 29 30
Christmas Boxing Day New Year's/
Holiday greeting Kwanzaa begins end of year message

31 1 2 3 4 5 6
New Year's Eve

Campaign ideas: Plan ahead

Shipping cutoffs: Getting purchases in time for holiday gatherings is a huge 2024 is up next! Get working on those
concern for many shoppers. Ensure subscribers understand your shipping "Happy New year" messages.
deadlines by calling them out in every email. Then, reserve a newsletter for
reinforcing cutoffs.

Goodbye 2023: This is a great time for celebrating the year's wins. Or, use it as
an opportunity to clear out inventory and make space for spring products.
 December monthly review

Monthly metrics
List growth Engagement Average order value Total sales

0 0% $0.00 $0.00
new subscribers average click rate

Best performing newsletter Best performing product Best performing collection

Takeaways Achievements Opportunities

Trends you noticed, strategies that worked, What goals did you achieve this month? What are the opportunities for
things you want to test in the future. improvement?

Up next: Q4 quarterly review

 Q4 quarterly review (October — December)

Quarterly metrics
Subscribers Engagement Unsubscribe rate Average order value Revenue from email

0 0% 0% $0.00 $0.00
# of subscribers average click rate

Best performing newsletter Best performing product Best performing collection

Takeaways Achievements Opportunities

Trends you noticed, strategies that worked, What goals did you achieve this quarter? What are the opportunities for improvement
things you want to test in the future. heading into Q4?
Create and automate your emails right inside Shopify.
Create engaging emails, trigger automated sends, and track your success
from one convenient place inside the platform you already know.