Creating 2 Months of eCommerce Emails in Just One Day: Our Process at 100 Celsius

In this article, you'll learn the exact process we use at 100 Celsius to plan, write, and create emails for our 7 & 8-figure eCommerce clients - fast!

Bryan Starck

Bryan Starck

Founder @ 100 Celsius

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    As a CRM marketing agency partnering with many 7 & 8-figure eCommerce brands, our team at 100 Celsius has to churn out a lot of quality email content - fast.

     

    We've discovered a highly-effective method that virtually anybody can use to generate better emails more quickly.

     

    In this article, we're going to take you through our process for planning, writing, and creating 2 months' worth of emails in just ONE day.

     

    Sound impossible? It's not!

     

    We'll cover everything from setting up a campaign calendar to creating reusable templates. Let's get started!

    The Challenge: Most businesses don't think they have enough time to create quality email content

    Creating high-quality email content for your brand can be a daunting and frustrating task.

     

    Most founders (and agencies) feel like they're always behind the 8-ball when it comes to email.

     

    Ideas are created last minute. Things don't get written till the day before (or day of).

     

    And because things are so last-minute, the quality of the content is usually rushed and not up to par. If it even ends up going out at all!

     

    So what do you need to do to remove the headache, and ensure that your brand has quality emails going out like clockwork, making you money and creating an amazing customer experience every week?

    The Solution: A repeatable, modular email campaign calendar

    Screen Shot 2022-04-18 at 7.11.22 AM

    If you ever want to get ahead of email marketing, so that it feels effortless and not like an uphill battle, you need to create a repeatable process.

     

    One that's based on systems and templates, so that you're not starting from scratch every time.

     

    When we were getting started, the biggest issue that my agency ran into was that we failed to create structure and frameworks for campaigns from the start. This means that every time we went to go write a new email or create a new promotion, we were starting from scratch.

     

    Not only was this incredibly inefficient, but it also led to a lot of wasted time and resources.

     

    And this isn't just an agency problem - this is one of the biggest reasons so many eComm businesses fail to maximize their email and SMS channels.

     

    Instead, the key to creating high-converting emails fast for any brand is to have a modular email campaign calendar that you can use as a repeatable framework.

     

    This way, you're not starting from scratch every time - you're identifying "winning" campaign types, messages, and offers, and then stamping them onto your calendar.

     

    In this article, we're going to show you how to do just that.

    Step 1: Setting Up Your Email Campaign Calendar

    2 Months of Email in One Day Blog

    The first step in creating a high-converting email campaign is setting up your campaign calendar.

     

    It doesn't matter if you're a solo brand owner, or a 9-figure brand...

     

    If you want to consistently create winning emails that make you money and that your customers love...

     

    Having a tangible calendar where you plan out campaigns is an essential step.

     

    Luckily, there are many great tools out there that can help you do this.

     

    After evaluating many different project management systems, the tool that my team at 100 Celsius uses for all of our clients is ClickUp. However, you can use any tool you like - from Trello, to Notion, to Asana.

     

    The key is to find one that allows you to create tasks based on dates and allows for a calendar view (aka, pretty much all of them)

     

    Once you've found a tool that you like, it's time to create your campaign calendar.

     

    What you want to set up is a calendar that allows you to add tasks (aka, emails or SMS messages) to specific dates, and actually write out the emails in that task.

     

    If you're using ClickUp, you do this by creating a list, and adding a "Calendar View" to that list.

     

    From there, you'll be able to add tasks to specific dates, and it will look something like this:

    Screen Shot 2022-04-18 at 7.13.04 AM

    If you're using a different tool, the process should be fairly similar.

     

    The key is to find a way to map out your content in a calendar view so that you can see at-a-glance what's due when.

     

    You'll also want to adjust the statuses for the list, so that you can keep track of which emails are not started, which ones are in progress, and which ones are completed.

    Want To Watch Us Plan & Create 2 Month's-Worth Of eComm Emails - Step By Step?

    Join The Boiling Point Community And Unlock Our Full Member Playbook "How To Create 2 Month's Of Emails In ONE Day"

    Step Two: Identify Your Core Messages, Key Segments, And Anchor Campaigns

    Now that you have your calendar set-up, we can move on to the fun stuff.

     

    In order to create amazing email content for your brand that your customers love (and love to buy from), you need to start with the right foundation.

     

    And that means you need to do three things:

     

    1. Identify your core messages as a brand
    2. Identify the key customer segments you want to send to (and your goals for each one)
    3. Decide on your "Anchor" campaigns & important events

    Spending some quality time fleshing out these three things upfront will save you a TON of time (and headaches) down the road when it comes to creating content for your brand.

     

    Let's dive into each one in more detail.

    Your Core Messages

    2 Months of Email in One Day Blog (1)

    As a brand, what are the three or four things you want to communicate to your audience?

     

    What do you stand for?

     

    What do you believe as a brand?

     

    Why aren't existing products in your space doing the job?

     

    Is there something that your customers ought to be able to do, but can't? Or have to do, but shouldn't?

     

    Some of these core messages don't even need to have anything to do with your products.

     

    When you really boil things down, the trick to copywriting is crafting 3-4 messages that really resonate with your target market...

     

    And communicating those core messages in a bunch of different ways.

     

    That could be through blog posts, social media updates, paid ads...

     

    But it should also be communicated through your email campaigns.

     

    In fact, nearly all of your emails should tie-in in some way to one of your core messages or beliefs.

     

    The better you get at identifying and communicating your core messages, the more successful your email campaigns will be.

     

    Example: Men's Supplement Brand

     

    Potential Core Messages:

     

    • There is no magic bullet to getting fit, you have to work hard. But if you do, it's achievable
    • Motivation fades - it's the commitment to the process that makes the difference
    • Don't trust the "proprietary blends" of other brands - you should know exactly what's in your supplements
    • You'll get better results when you surround yourself with a team who wants you to win (and the brand is part of that team).

    Take a few minutes now to write down the 3-5 core messages for your brand! These shouldn't be complicated ideas, they should be simple, impactful, and focused on your customer.

    Your Key Segments

    Key Segments

    Once you know your core messages, the next step is to identify the key customer segments that you want to speak to.

     

    Not everyone needs to hear from you, all the time (in fact, it's better if they don't).

     

    What you want to do is create a simple framework for campaign segmentation that is effective, but achievable.

     

    (What you don't want to do is find yourself in a situation where you are trying to create 3x the amount of content, so that each email broadcast can have a hyper-personalized message

     

    That's just not going to happen unless you're a big ol' company with lots and lots of staff)

     

    Instead, you want to go for relevance and impact over frequency.

     

    I'd rather have someone get 8 emails per month that are highly relevant or engaging, than 20 emails that are just alright.

     

    In our experience, 90% of eComm brands will have the most success segmenting their campaigns based on two primary attributes:

     

    1. Engagement (aka, opens, clicks, active on site, added to cart, etc)
    2. Lifecycle Stage

    Let's talk about segmenting for engagement.

     

    There are a few different engagement-based segmentation methods you can use, but the most common one is to bucket subscribers into "Engagement Timeframe" segments.

     

    For example:

    • Engaged (45 Days)
    • Engaged (90 Days)
    • Engaged (180 Days)

    In email tools like Klaviyo, you can create engagement segments by tracking email opens, clicks, and other indicators.

     

    Now, for segmenting by lifecycle stage.

     

    If you look at your entire email subscriber list, everyone on there will fall into one of 3 categories:

     

    1. Prospects (people who have never ordered from you)
    2. Active Buyers (people who have bought from you, and placed their last order recently)
    3. Lapsed Buyers (people who have placed at least one order, but have not purchased recently)

    Now, you can get a lot more granular than this. But those are the three big buckets of customers you should be focusing on.

     

    And guess what? You should have different goals for each segment when it comes to content.

     

    For prospects (generally), your #1 goal is to get them to buy, and become a customer.

     

    For active buyers, you want to validate their decision to buy, educate & engage them, help them get success with your products, increase their LTV, and turn them into reviewers and evangelists.

     

    For lapsed customers, your goal is usually to re-engage them by encouraging another purchase.

     

    When you combine segmentation by lifecycle stage, and segmentation by engagement...

     

    You have everything you really need for 80-90% of your campaigns. The rest may be custom segments you create, or emails for your VIP's, etc.

    Want our full "plug and play" eCommerce segmentation breakdown for Klaviyo?

    Join The Boiling Point Community And Unlock Our Full Member Playbook "How To Create 2 Month's Of Emails In ONE Day"

    Your Anchor Campaigns

    One of the biggest hacks to creating consistently great emails is having a "toolbox" of anchor campaigns.

     

    These are the repeatable, proven campaign types that you send every week, month, quarter, etc.

     

    And while the specific content changes with every email...

     

    The frameworks stay the same. This allows you to create a sense of congruency, eliminates the guesswork for you, and (best of all) allows you to batch write the content!

     

    Here are a few of our favorite anchor campaigns that you may want to consider for your brand:

     

    • Customer Showcase Campaigns (celebrating wins or success of your customers)
    • Blog post highlights
    • Rotating product value prop highlights
    • Reactivation offers (sent to your reactivation or "lapsed buyer" segment)
    • Monthly update on the business from the founder

    Want a full list of campaign ideas you can model for your brand? We outline a bunch more in our paid membership community, The Boiling Point.

     

    Take some time now to brainstorm a handful of different anchor campaigns that you think could work for your brand!

    Step 3: Mapping Out Your Campaign Calendar

    2 Months of Email in One Day Blog (2)

    Alright, you've made it this far. You've got your core messages, your segments, and your anchor campaigns.

     

    Now it's time to map it all out on that fancy calendar you set up in a tool like ClickUp or Notion.

     

    You'll want to start by mapping out your "core" campaigns. These are the ones that you send on a regular basis, and always stay pretty consistent.

     

    For example, let's say we are a supplement brand.

     

    We might do a customer showcase email every Monday, a blog post highlight every Wednesday, and alternate on Thursdays between general product value prop highlights and special segment-focused messages (VIPs, reactivation offers, etc)

     

    Here's what your calendar might look like with those plugged in:

    Screen Shot 2022-04-18 at 7.21.52 AM

    After that, you'll want to map in any special promotional events or campaigns.

     

    Generally, we feel that most brands should run some type of promotional event or have some special reason to buy just about every month.

     

    This keeps things interesting, and keeps your existing customers and "fence sitters" engaged.

     

    Luckily, you can get really creative with your promotional strategy - you don't have to keep re-using "take 15% off". Here's a handful of ideas:

     

    • Time-based Flash sales - save 15% for the next 48 hours only
    • Quantity-based flash sales - we're opening up 50 codes that will unlock 15% off, and when they're gone, they're gone!
    • Free gift with purchase
    • Holiday based sales
    • Sales in honor of one of your best customers
    • VIP-only promotions
    • Giveaways or special experiences for buyers during a specific time-frame
    • Etc

    Find a good window of time where you can plug in one of these events, or align it with important dates.

     

    Generally, we follow a predictable open/close structure for email + SMS promotions.

     

    Send an email (or two) to announce the launch of the event...

     

    Keep things exciting with reminders and featuring engagement during the middle...

     

    And close things out strong with an AM & PM campaign on the last day.

     

    One final note on this section.

     

    It's important to be "flexible" with your calendar.

     

    Which is to say, don't be married to the campaigns you've mapped in.

     

    If a breaking news story comes out, or there's a last minute sale you want to promote, or a super cool email response you want to feature...

     

    Go for it!

     

    Just make sure that the majority of your calendar is still filled with your core campaigns - that's what will keep you top of mind with your customers and give you the flexibility to move things around as needed.

     

    Okay, so if you're following along - take some time now to map out your campaign calendar for the next two months.

     

    Now that we've planned out all of the campaigns on a high level for the next few months, let's move on to actually creating your content!

    Step 4: Write & Design Your Emails

    Screen Shot 2022-04-18 at 7.24.10 AM

    Okay, so it's now time to actually write all of those beautiful emails you have planned out for the next two months.

     

    Where do you start?

     

    Well, the beauty of planning ahead like this vs just winging it is that we have a longer time horizon, and the ability to batch write.

     

    See, when it comes to writing emails fast, the deadliest thing possible is context switching.

     

    You're going to be much more productive and efficient by focusing on sitting down and writing all of your customer showcase emails for the next 8 Mondays than three completely disconnected emails for this week.

     

    So what you want to do is find a copy framework that works for each one of those email types. And then sit down and just batch-write all the emails of that type for the next two months.

     

    When you do this, you'll find that many of your emails of that type will look, feel, and sound very similar. Because all you're doing at this stage is coming up with different angles and products within a set framework.

     

    Creativity with structure is the best way to create email content.

     

    And that's totally fine. Why?

     

    Well, even though your emails seem like a big deal to you...

     

    They only really exist in a customers' day for a brief moment.

     

    They're not analyzing today's Monday email against the one you sent two weeks ago?

     

    The only thing they're asking themselves is "is this relevant to me?" "is this interesting to me?".

     

    So as long as you're staying focused on those two questions - creating new content within proven frameworks and structures - you're golden.

     

    Go through this exercise of batch-writing out all of your core campaigns for the next two months, one type at a time. And you'll notice it will go so much faster.

     

    From there, all you'll have to do is write the unique emails you may be doing for special sale events, promotions, or segment-based campaigns.

    Want to watch us write winning eComm emails using this process, in real time?

    Join The Boiling Point Community And Unlock Our Full Member Playbook "How To Create 2 Month's Of Emails In ONE Day"

    Designing your emails doesn't have to be hard either.

     

    In my experience, design tends to be one of most eComm founders' biggest roadblocks to consistently sending emails.

     

    You probably have an image in your head of what you'd like your emails to look like...

     

    But when you actually go to set one up in Klaviyo, it takes forever to get it looking the way you want.

     

    Sound familiar?

     

    The good news is that you don't have to be a designer to create visually appealing, on-brand, and effective emails.

     

    There are a ton of tools out there that make it super easy to design your own emails without any coding required.

     

    Canva is one of my favorites because it's so versatile and user-friendly. Plus - it also has a great feature which allows you to upload your brand colors, fonts, and images. This makes it incredibly easy for even non-designers to create on-brand, custom email banners, fast.

     

    At 100 Celsius, our lead designer spends most of his time creating amazing design concepts and core templates for clients. And then we streamline the ongoing creative process by setting up Canva templates that allow anyone to quickly design on-brand buttons, banners, product blocks, and more that can be uploaded into Klaviyo.

     

    Even though it looks great and converted very well, this took very little time to design. We used a simple banner image template that was created in just a few minutes with Canva. And the rest is just simple text, on-brand buttons, and pre-designed product blocks.

     

    In addition to Canva, the other thing you'll definitely want to do is create a handful of pre-saved drag-and-drop email templates in your email tool.

     

    This gives you a head-start on the template creation process - if you already have the base set up, all you'll have to do is swap out the images and text for each individual email.

    Step 5: QA'ing and Scheduling Your Campaigns

    2 Months of Email in One Day Blog (8)

    Alright, if you've been following along, let's take a second to review where we're now at:

     

    1. You've set up a campaign calendar for your brand in a tool like ClickUp or Notion.
    2. You've identified your core messages and key segments, and created a list of your anchor campaign types.
    3. You've also set up some basic design templates in Canva, and upload your brand colors, fonts, and images.
    4. You've batch-written your emails, tackling it one recurring campaign type at a time
    5. You've designed and formatted your emails in Klaviyo using pre-saved Klaviyo templates and user-friendly design tools like Canva.

    Now, all that's left is to QA and schedule those bad boys out!

     

    It's absolutely critical that you double-check each email prior to scheduling, because it's so easy to overlook small mistakes that can completely throw off an entire campaign.

     

    The easiest way to QA your email campaigns is to simply send them to yourself and ideally a few people on your team for a quick check.

     

    Make sure everything looks good on both mobile & desktop - from the formatting, to the subject line / preview text, to the email copy.

     

    Make sure to click every single one of the links in your email.

     

    (Sending an email to thousands of people with the wrong link - or no link at all - is the absolute worst feeling)

     

    Make sure that any offers or coupon codes are live and active on the site.

     

    And note whether your email is landing in your primary, promotions, or spam folder.

     

    If you want to get more thorough and have the budget, there are QA tools such as Email On Acid that are an excellent way to ensure each campaign is fully optimized and QA'd.

     

    Once that's done, you're ready to schedule. Ensure that the segments are correct, smart sending is off or on depending on your preference, and that the send time is set correctly if you're scheduling in advance.

     

    Then...

     

    Fire away!

     

    Just make sure to mark the campaign as "Scheduled" in your project management tool 🙂

    Wrapping Up

    So there you have it - our process for creating two month's worth of eCommerce emails in just one day.

     

    Obviously, there is a massive amount that goes into this process that would be impossible to cover in a blog article.

     

    But if you'd like to get a more thorough look at how we do this, with additional resources, walk-through videos, and the ability to ask questions...

     

    Make sure to join The Boiling Point - our private membership community for Shopify founders and marketers.

     

    One of our member Playbooks walks through this entire process, in much more depth and visualization than we could cover in an article.

     

    Plus - you'll get direct access to me, my team, and other amazing eComm founders to answer any questions along the way.

     

    And if you'd rather have our team at 100 Celsius take over your email & SMS program, so that you don't have to worry about any of this yourself, you can feel free to get in touch here.

     

    We hope you found this article helpful, and that it gave you some ideas for your own email production process. As always, feel free to reach out to us if you have any questions!

    Need Help With Email Marketing?

    Here at 100 Celsius, we specialize in helping eCommerce brands make massive profits and create lifelong fans with email marketing.