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Email planning templates – downloads

Are you looking to get more results from your email marketing? These templates will help you determine your objectives, write effective calls to action and deliver content that your audience will love.

Why use a template to plan your emails?

It’s likely you send lots of different types emails to your audience and all of these will have a different purpose.

You might send a newsletter to inform and delight your readers with interesting content. In some cases, you might not expect too many people to click through on these emails.

You might also send out emails announcing a new product in your online shop. With these emails a key marker of success will be the number of people who click through and make a purchase in your shop.

For some emails, it will be important that people carry out other actions, such as downloading eTickets.

Whatever the purpose or call to action (CTA) is for your email, you want to make sure this is clear for the reader. You also want to make it easy for them to carry out this action. You might do this by thinking carefully about:

  • Your subject line – is it obvious what the email is about?
  • Your call to action text – is it clear what the next step for the reader is?
  • Your email design – is it easy to click on the main CTA, even on the small screen of a mobile phone?

These downloadable templates prompt you with key questions to consider when planning your email content. You might find that once you start using them, you come up with other things you want to add in, or some irrelevant prompts that you want to remove. Feel free to use these as a starting point that you can adapt to suit your needs.

What kind of emails are these templates for?

You’ll probably start off by using these templates to plan your marketing emails, but don’t forget your transactional emails! Even if you have emails going out from your box office or donations systems, you should still be able to make edits to the copy. Here are two scenario examples of how these templates might help:

  • People often turn up to your venue and try to gain entry using their receipt instead of their eTicket. Is the email copy clear enough?
  • Not many people are renewing their membership. Is the link in your renewal reminder email buried in lots of text?

The templates

Single news story

This is your go-to template if you’ve got an important action you want people to take. The idea with this email is that you include one CTA, or a maximum of two. The template will help you think through your content and who you should send it to. This template will be useful for both marketing and transactional emails and survey requests.

Email planning template – single news story [docx 52Kb]

Screenshot of email template

News round-up

If you send a regular newsletter with lots of different news stories, this one will help you decide the content hierarchy and the purpose for each section.

Email planning template – news round-up [docx 52Kb]

Screenshot of email template

Mail-out to unsegmented audiences

It’s great to segment your mailing list so you can send relevant content to people, but we know that for some people this isn’t possible. If you have to send your emails to everyone on your mailing list, this template will help you plan your content so all readers can find what they’re interested in quickly and easily.

Email planning template – non-segmentable list [docx 53Kb]

What next?

Do you have an email that you’d like to send that isn’t covered by these templates? We’d love to hear from you. Drop us a line at to let us know what you’d like to see.

The Digital Culture Network is here to support you and your organisation. Our Tech Champions can provide free 1-2-1 support to all arts and cultural organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touch. Sign up to our newsletter below and follow us on Twitter @ace_dcn for the latest updates.

Original article by Peggy Naumann. Reviewed March 2022.

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