Creating an Effective Email Strategy: The Importance of Content Calendars

You’ve decided to take the leap and run for office. Congratulations! Running a political campaign is no small feat and requires strategic planning across all areas, from fundraising and field operations to communications and digital strategy.

One key component that first-time candidates often overlook is email — yes, plain old email. 

Email is still one of the most effective ways to engage supporters, fundraise, and get your message out there. But running an email program that actually breaks through the noise requires some planning and thoughtful execution.

That’s where content calendars come in handy.

What is an email content calendar?

A content calendar is essentially a planning document that maps out the main topics and types of emails you’ll send each week-by-week. This can be done with pen-and-paper; however, we recommend using software like Google Sheets, Google Calendar, or other online calendar software so it’s easy to share with your writing team and edit as needed. 

Why should you have an email content calendar? 

First and very important, it keeps your messaging timely and strategic. With so much going on on the campaign, it helps to have a plan for what topics you want to cover and when. An email calendar keeps your communications focused.

Second, it ensures key campaign dates don’t become missed opportunities. For example, a good fundraising email capitalizes on upcoming deadlines around reporting periods. And a good engagement email might leverage an awareness holiday or event anniversary to build the list. A calendar helps note these dates in advance and plan accordingly.

Third, it aligns email with other plans and keeps your communications consistent. If the field team is doing a voter registration drive event next month, your email program should support this too. And if the field team is hosting a big canvassing event, email can help promote and identify volunteers. A content calendar can help you coordinate across teams and make sure your public-facing message is consistent across all parts of the campaign.

It makes reviews and approvals easier. Because email is part of a larger communications strategy, the person making strategy-level decisions — likely you or your campaign manager — will be able to review and approve the plan more efficiently when it is sketched out in advance. And it helps that person anticipate what will need approvals and when so they can plan for it. 

How to Create an Email Content Calendar

First, note key inflexible dates: fundraising deadlines, campaign events, holidays, etc. Map these out across the month first. Most of these will become the dates you’ll send emails.

Next, identify email types for each: fundraising emails, calls-to-action to volunteer, petitions to sign, general campaign announcements, etc. You will want to vary email types week by week.

Finally, fill in the holes in your content calendar with emails that support campaign priorities — new policy announcements, endorsement rollouts, and voter registration pushes, for example. Dates for these tend to be more flexible. And this allows you to integrate broader campaign strategy and make sure content is varied.

Also, review each month in advance with your team — get buy-in on strategy and input on any big announcements you may want to include. Having a collaborative process will be especially beneficial when you’re new to creating content calendars — you might be surprised at the things you’ll overlook without a second and third set of eyes on it.

And that’s it! Email content calendars are a great way to keep your messaging focused and consistent, align with key dates and cross-team efforts, and streamline processes for better overall strategy-level decision-making. With a solid email program, you can better inspire supporters, drive more fundraising, and ultimately get your message out to voters. So don’t overlook the power of content calendars in helping craft targeted and cohesive emails that make an impact.

Written by the Evinco Strategies Digital Department. Want professional help on your organization or campaign’s digital strategy? Book a FREE 15-minute consultation with us today!