Email Campaign Plan

Campaign name: [e.g., Free-Trial Nurture — Q3] Owner: [Your name / team] Date: [Date] Send window: [Start date – end date]

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1. Objective & KPIs

Primary objective: [One measurable goal, e.g., "Convert X percent of free-trial users to paid within 14 days."]

KPI	Target	How it's measured
[Open rate]	[%]	[Platform open tracking]
[Click-through rate]	[%]	[Platform link tracking]
[Conversion rate]	[%]	[Goal completion in analytics / billing]
[Unsubscribe rate]	[< %]	[Platform unsubscribe tracking]

2. Audience & segment

Who receives this campaign: [Describe the segment in one line — lifecycle stage, behavior, or source.]

Attribute	This segment
Lifecycle stage	[New subscriber / active trial / customer / churned]
Trigger to enter	[Signed up, started trial, abandoned cart, etc.]
Estimated size	[Number of contacts]
Excluded	[Who must NOT receive this, e.g., already-paying customers]

3. The email sequence

Email	Timing	Subject line	Goal	CTA
1	[Day 0 / trigger]	[Subject angle]	[Single job of this email]	[One action]
2	[Day X]	[Subject angle]	[Single job]	[One action]
3	[Day X]	[Subject angle]	[Single job]	[One action]
4	[Day X]	[Subject angle]	[Single job]	[One action]
5	[Day X]	[Subject angle]	[Single job]	[One action]

Exit conditions: [What removes a contact from the sequence — converted, replied, unsubscribed.]

4. Success metrics

[State the single number that defines success, the review date, and who reviews it. Note any benchmarks you are measuring against, e.g., the last comparable campaign.]

• Headline metric: [e.g., trial-to-paid conversion rate]
• Review date: [Date]
• Benchmark / comparison: [Prior campaign or industry baseline]

5. Deliverability checklist

• Sending domain authenticated (SPF, DKIM, DMARC configured)
• Every contact has opted in to this type of email
• List cleaned of hard bounces and long-inactive addresses
• Working unsubscribe link present in every email
• Plain-text version included alongside HTML
• Subject lines and copy free of spam triggers (no ALL CAPS, no misleading claims)
• From-name and from-address recognizable and consistent
• Test send reviewed on mobile and desktop before launch