{"id":5493,"date":"2023-03-07T10:00:00","date_gmt":"2023-03-07T15:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/why-you-should-be-creating-email-briefs-and-what-to-include-in-them\/"},"modified":"2025-09-03T16:17:32","modified_gmt":"2025-09-03T20:17:32","slug":"why-you-should-be-creating-email-briefs-and-what-to-include-in-them","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/why-you-should-be-creating-email-briefs-and-what-to-include-in-them","title":{"rendered":"3 Steps You Must Have In Your Email Campaign Planning Template for Success [Free Template]"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_444dda17250932d9cc2dd5b7ad17f06d\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400;\">Every marketing email your brand sends should have a clear purpose and a sound strategy behind it. Sounds simple, right? As much as we may have this in mind, there are a number of forces working against marketers from achieving this.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using an email campaign planning template is a powerful solution to these problems. And it helps you get more out of your email campaigns to drive success in your overall marketing strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll walk you through the <\/span><strong>what, why<\/strong><span style=\"font-weight: 400;\">, and <\/span><strong>how<\/strong><span style=\"font-weight: 400;\"> of using an email campaign planning template:<\/span><\/p>\n<ul>\n<li><a rel=\"noopener\" href=\"#what\"><strong>What<\/strong><span style=\"font-weight: 400;\"> is an <\/span><span style=\"font-weight: 400;\">email campaign planning template?<\/span><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#why\"><strong>Why<\/strong><span style=\"font-weight: 400;\"> should you <\/span><span style=\"font-weight: 400;\">use an email campaign planning template?<\/span><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#how\"><strong>How<\/strong><span style=\"font-weight: 400;\"> to create a good email campaign planning template<\/span><\/a><\/li>\n<\/ul>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone wp-image-18449 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/07\/litmus-email-brief-and-planning-worksheet-1024x537.jpg\" alt=\"illustration of Litmus Email Brief and Planning Worksheet\" width=\"1024\" height=\"537\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/07\/litmus-email-brief-and-planning-worksheet-1024x537.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/07\/litmus-email-brief-and-planning-worksheet-300x157.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/07\/litmus-email-brief-and-planning-worksheet-768x403.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/07\/litmus-email-brief-and-planning-worksheet.jpg 1380w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Keep your team on track<br \/>\n<\/strong><\/p>\n<p class=\"zero\"><span style=\"font-weight: 400;\">Use an email campaign planning template to ensure an email\u2019s goal, messaging, audience, and timing are clear\u2014from inception to execution. Prevent your emails from getting lost in translation, and stay on track with your initial purpose and strategy.<\/span><\/p>\n<p class=\"zero\"><a class=\"btn btn-outline\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-brief-planning-worksheet\/\" target=\"_blank\" rel=\"noopener noreferrer\">GET YOUR FREE TEMPLATE \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<h2 id=\"what\"><span style=\"font-weight: 400;\">What is an email campaign planning template?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">An email campaign planning template should outline the email\u2019s goals, audience, messaging, timing, key performance indicators (KPIs), and other important details, acting as a compass for an email as it goes through the production process. Think of it as your North Star\u2014it keeps stakeholders informed early on and helps the entire team stay on the same page.<\/span><\/p>\n<h2 id=\"why\"><span style=\"font-weight: 400;\">Why you should use an email campaign planning template<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Should you use an email campaign planning template? The short answer is: Yes! Here\u2019s why.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Keep stakeholders on the same page<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Using an email campaign planning template and sharing it with all stakeholders during the conception stage of an email ensures that everyone agrees on the purpose and plan for the email. This prevents the hassle of back-and-forth feedback in the review process and last-minute changes. Ultimately, this saves you and your team time (and headaches).<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Guide your team in the right direction<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Having a centralized place (where campaign goals, KPIs, timelines, and other key information live) is valuable for all email marketing programs\u2014especially if yours is high volume, has a large team, works with many stakeholders, or going through an <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-migrate-esps-easily\" target=\"_blank\">email migration<\/a>. In particular, they\u2019re essential for agencies who need to give clear guidance on the scope of the emails they\u2019re creating for their clients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email copywriters, designers, and developers can refer back to an email campaign planning template to ensure what they\u2019re doing is appropriate and that there\u2019s no scope creep. Then\u2014at the end of the process\u2014the final email is checked against the template to see if what was delivered is what was asked for.<\/span><\/p>\n<h2 id=\"how\"><span style=\"font-weight: 400;\">How to create a good email campaign planning template<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Creating an email campaign planning template doesn\u2019t have to take a long time. In fact, we\u2019ve created <\/span><span style=\"font-weight: 400;\">one for you<\/span><span style=\"font-weight: 400;\"> to help you get started!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can speed up that process by pre-filling portions of your planning template for a routine email\u2014such as a monthly newsletter\u2014that might always have the same audience and goals, for instance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A good template will be catered to your team\u2019s unique needs, but we recommend you include the following:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Primary information<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Timeline and due dates<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Assets<\/span><\/li>\n<\/ol>\n<h3><span style=\"font-weight: 400;\">1. Primary information<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To get to the heart of your email, you must answer these seven, key questions. If you can\u2019t answer one of them, it\u2019s best not to proceed with the email until you reconnect with your team and get the answers to these crucial questions.<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><strong>Email send date and time<\/strong><span style=\"font-weight: 400;\"> e.g. 1\/1\/2011 1:00 PM<\/span><\/li>\n<li aria-level=\"1\"><strong>Owner: <\/strong><span style=\"font-weight: 400;\">Who is the primary owner of this email?<\/span><\/li>\n<li aria-level=\"1\"><strong>Type of email<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> What category of email is this? Is it a <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-newsletter-examples-engage-prospects\/\"><span style=\"font-weight: 400;\">newsletter<\/span><\/a><span style=\"font-weight: 400;\">, promotional, transactional, operational, onboarding, or nurture email?<\/span><\/li>\n<li aria-level=\"1\"><strong>Target audience<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> Who will this email be sent to?<\/span><\/li>\n<li aria-level=\"1\"><strong>Goal<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> What is the primary goal?<\/span><\/li>\n<li aria-level=\"1\"><strong>KPIs<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> What KPIs will tell you whether this email has achieved its goal?<\/span><\/li>\n<li aria-level=\"1\"><strong>Email template:<\/strong> <span style=\"font-weight: 400;\">Which existing <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/subscription-email-templates.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email template<\/span><\/a><span style=\"font-weight: 400;\"> will you use? Or do you need to create a new one?<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">2. Timeline and due dates<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">List out your due dates to keep everyone on track. Here are six important facets to consider:<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><strong>Copy and content<\/strong><b>: <\/b><span style=\"font-weight: 400;\">When is <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-copywriting-kit\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email copy<\/span><\/a><span style=\"font-weight: 400;\"> and content due?<\/span><\/li>\n<li aria-level=\"1\"><strong>Design<\/strong><span style=\"font-weight: 400;\">: When is <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/foundations-of-email-design\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email design<\/span><\/a><span style=\"font-weight: 400;\"> due?<\/span><\/li>\n<li aria-level=\"1\"><strong>Build<\/strong><span style=\"font-weight: 400;\">: When does the email need to be built by?<\/span><\/li>\n<li aria-level=\"1\"><strong>Quality assurance (QA)<\/strong><span style=\"font-weight: 400;\">: When should the email be fully QA&#8217;d by?<\/span><\/li>\n<li aria-level=\"1\"><strong>Proof<\/strong><span style=\"font-weight: 400;\">: When do stakeholders need to proof the email by?<\/span><\/li>\n<li aria-level=\"1\"><strong>Reporting &amp; analysis<\/strong><span style=\"font-weight: 400;\">: When does post-send reporting need to be completed?<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">3. Assets<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Make sure to include a link so team members and stakeholders can easily access what they need, when they need to.<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><strong>Copy and content doc<\/strong><span style=\"font-weight: 400;\">: Link to the copy document<\/span><\/li>\n<li aria-level=\"1\"><strong>Design file<\/strong><b>: <\/b><span style=\"font-weight: 400;\">Link to the design document<\/span><\/li>\n<li aria-level=\"1\"><strong>Build file<\/strong><span style=\"font-weight: 400;\">: Include a link to the email build file<\/span><\/li>\n<li aria-level=\"1\"><strong>ESP\/MAP location<\/strong><span style=\"font-weight: 400;\">: Include a link to where the email lives in your ESP or MAP<\/span><\/li>\n<li aria-level=\"1\"><strong>UTM code<\/strong><span style=\"font-weight: 400;\">: What UTM tracking code will be included?<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Get your free email campaign planning template<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Organize your email workflow with an email campaign planning template to give you, your team, and all other stakeholders clarity as the email makes its way from production to your subscribers\u2019 inboxes\u2014all with your goals in mind.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Time to put everything in action!<\/span><\/p>\n<p class=\"zero\"><a class=\"btn btn-outline\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-brief-planning-worksheet\/\" target=\"_blank\" rel=\"noopener noreferrer\">DOWNLOAD YOUR FREE EMAIL CAMPAIGN PLANNING TEMPLATE \u2192<\/a><\/p>\n<p><em>Originally published on September 15, 2018, by Chad S. White. Last updated March 7, 2023.<\/em><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Achieve campaign success and incredible subscriber experiences with email briefs. Learn how in four easy steps, complete with a free email brief template.<\/p>\n","protected":false},"author":3,"featured_media":28263,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10268,10276,10293,10295],"blog_category":[10301],"class_list":["post-5493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-campaign-planning","tag-email-templates","tag-tools","tag-workflows","blog_category-email-campaign-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Email Campaign Planning Template: 3 Steps You Can\u2019t Miss [Free Template] - Litmus<\/title>\n<meta name=\"description\" content=\"Achieve campaign success and incredible subscriber experiences with email briefs. Learn how in four easy steps, complete with a free email brief template.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/why-you-should-be-creating-email-briefs-and-what-to-include-in-them\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Steps You Must Have In Your Email Campaign Planning Template for Success [Free Template]\" \/>\n<meta property=\"og:description\" content=\"Achieve campaign success and incredible subscriber experiences with email briefs. Learn how in four easy steps, complete with a free email brief template.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/why-you-should-be-creating-email-briefs-and-what-to-include-in-them\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-07T15:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-03T20:17:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2018\/09\/Email-Briefs-Header2a.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"724\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Email Campaign Planning Template: 3 Steps You Can\u2019t Miss [Free Template] - Litmus","description":"Achieve campaign success and incredible subscriber experiences with email briefs. 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