Are your emails only getting opened when there’s a discount involved? It might not be your subject lines—it might be your strategy. In this post, you’ll learn how to create an email content plan for ecommerce that trains your list to stay engaged, click through, and actually buy (even when there’s no promo running).
We’ll break down a proven 5-step rhythm to help you build anticipation, simplify batching, and show up consistently—without burning out or scrambling the night before.
Why This Matters for E-Commerce Founders
If you’ve ever hit “send” on a Tuesday email five minutes before it was due (while simultaneously thinking, what am I even saying?!)—this post is for you.
Here’s the thing: consistent email marketing isn’t just about consistency. It’s about intentionality. And when you show up only when you’re running a sale? Your audience notices. Your open rates drop. And your subscribers start treating your emails like noise instead of gold.
But with a simple 90-day content rhythm, you can train your list to open, click, and buy—with zero discounts needed.
👉 If you missed last week’s episode on choosing your “content vehicle” (blog, podcast, newsletter, etc.) to make email planning easier, be sure to catch that here: Watch the episode on YouTube
How to Create a Profitable Email Content Plan For Your E-commerce Store in 5 Simple Steps
This is the exact system I use with my 1:1 clients (and in my own business!) to keep sales rolling in without email burnout:
1. Start with Your Promo Dates
Mark your launches, restocks, or seasonal sales on your calendar. These are your anchor points.
2. Map Backwards from Each Promo
Ask: What does my subscriber need to see, know, or believe before they’ll be ready to buy? Turn those answers into your Tuesday value emails.
3. Assign Your Friday Product Features
Rotate through restocks, best sellers, educational angles, and customer favorites. Keep it varied and intentional—not salesy.
4. Theme Your Weeks
If it’s back-to-school season or holiday gifting time, thread that theme through both value and product emails. It makes your content feel timely and connected.
5. Batch Ahead
When your plan is clear, batching a month of content takes one afternoon—not five stressful nights.
Real-World Results: What Happened During Our Last BFCM Launch
Last November, instead of panicking mid-promo, I started planning in September. I used the same 90-day rhythm to map backwards:
- Tuesday emails: gift guides, sneak peeks, buying tips
- Friday emails: bundles, best sellers, customer favorites
By the time Black Friday rolled around, our audience was ready. Open rates were up, click-throughs were strong, and sales started the moment we launched—without needing a massive discount.
Bonus: A Sneak Peek Into the E-Commerce Email Rhythm Playbook
Want the plug-and-play calendar I use that makes email content planning 100x easier for e-commerce stores? Inside the E-Commerce Email Rhythm Playbook, I walk you through:
- My exact 90-day calendar (with space to plan and track)
- A guide to brainstorming your first 8 weeks of content
- Promo frameworks that don’t kill your margins
- 50+ subject lines that increase opens
- My batching system that supports five client accounts—without burnout
And yes, it’s designed so you can implement the whole system in a weekend.
Ready to Simplify Your E-commerce Email Content Plan Strategy?
If you’ve been stuck in “last-minute mode” or unsure what to send between sales, this email content plan for ecommerce system will change everything. It’s time to shift from sending emails out of obligation to sending emails that actually convert.
✨ Grab the Playbook Here and start mapping your content with confidence.
📩 Want to see what types of subject lines actually drive opens? Get my free guide here: Subject Lines Guide
About Liezle
I'm a Klaviyo Partner dedicated to helping e-commerce entrepreneurs simplify email marketing and turn it into a revenue-generating machine—without the tech overwhelm. If you’ve ever felt stuck on what to send, how to set up automations, or how to actually see sales from your emails, you’re in the right place.
