Bibek shrestha

How should an email marketing calendar actually look?" comes up all the time, so here's the general shape I'd build toward.

Start with what's always running: your flows. Welcome series, abandoned cart, post-purchase, win-back — these aren't things you schedule for a specific day, they're triggered by what someone does, and they run every day of the month whether or not you send a single campaign. This is your backbone, and it's usually responsible for the bulk of your revenue even in a slow month.

Layer campaigns on top of that — a mix of value-driven content and actual promotions, not just constant selling. If every send is an ask, people tune out fast.

During big sale periods, the rhythm shifts temporarily — more touches across both channels for a short window, then back down to normal once it's over.

Where this gets specific is the actual numbers — exactly how many sends a month, how that splits by week, which segments get extra touches and which don't. That part depends a lot on your list size, your average order value, and what your flows are already picking up — which is really a conversation, not a generic template I'd want to hand out as one-size-fits-all.

If you want to actually map this out for your brand instead of guessing at the shape, DM me "EMAIL" and let's talk through it.

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