Definition
An editorial calendar focuses on content rather than send dates. It answers: what is each email about? What value does it deliver? How does it fit into the broader content strategy? It should include: content theme, target audience, content format (article, video roundup, curated links), key message, CTA, and content owner. A 3-6 month editorial calendar allows you to plan around industry events, product launches, and seasonal themes. It prevents last-minute content scrambling and ensures a balanced mix of content types.
Related Glossary Terms
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
B2B Email Marketing
B2B email marketing targets business professionals and organisations with longer sales cycles, educational content, and relationship-driven campaigns compared to B2C email.
B2C Email Marketing
B2C email marketing focuses on sending targeted promotional and transactional emails to individual consumers, emphasising personalisation, urgency, and direct response.
Buyer Persona for Email Marketing
A buyer persona is a semi-fictional representation of an ideal email subscriber based on data, research, and behavioural insights used to target and personalise campaigns.
Campaign Payback Period (Email)
The campaign payback period is the number of sales or amount of revenue needed to recover the full cost of creating, producing, and sending an email campaign.
Channel Attribution Ratio (Email)
Channel attribution ratio is email's percentage share of total conversions across all marketing channels, used to evaluate email's relative contribution to revenue.