The marketing plan for an email marketing agency, written out in full.
48 pages in the format marketers plan in: where the agency stands, its targets, who it sells to and what it says, the channels and a campaign each quarter, the first 90 days and the budget, in Australian dollars. On A4 paper, for an agency starting in Australia.
Every page makes one point, and its headline says it.
Three of its 48 pages. Read the plan on a page and you have the whole plan; turn to a page when you need its detail.
Who it is for, and why they choose it.
Page 20 sets out the agency’s position: who it serves first (online shops and local businesses with customers to email), the alternatives they weigh, what only this agency has, and the one promise every message keeps: “Email that reaches the inbox and pays its way, every week.” The message, the voice and the brand follow from it.
Twelve months, planned.
Page 32 gives each month of the first year one focus, the actions that get it done and the plan’s figures for it: the enquiries, the clients won to date and what the marketing spends. Four campaigns run through the year, one a quarter, starting with the free email review.
What it spends, and what it buys.
Page 42 is the marketing budget: $13,194 in year 1, channel by channel and quarter by quarter, the launch included. That is 12% of the year’s revenue, and $588 of marketing for each new client. The KPIs and the weekly graphs after it show, every week, whether the money is working.
Free · 48 pages · A PDF to read on screen or print
What the plan sets out to do, before you open it.
Five channels bring the enquiries, the free email review starts each conversation and six emails follow it. Every target is read from the business plan’s forecast for the same agency, month by month.
- $13.2K
- Marketing in year 1
- 107
- Enquiries in year 1
- 18
- New clients in year 1
- $588
- Marketing a new client
- 16
- Clients by month 12
- 12%
- Of year-1 revenue on marketing
A model’s figures: a founder-led agency starting in December 2026, in Australian dollars, before GST. Yours come from your own prices, costs and clients.
Six sections, in the format marketers plan in.
The plan on a page and the plan in numbers first, so a reader with five minutes sees the whole plan. Then the six parts of SOSTAC, the planning model marketers are taught: where the agency is now, where it wants to be, how it gets there, the details, who does what and when, and how it knows it is working. Every source at the back.
- Where the business starts6
- The market7
- What the research says8
- The competition9
- The forces outside10
- Strengths and threats11
- From the SWOT to strategy12
- Objectives14
- The targets, month by month15
- Who we sell to first17
- The ideal client18
- The moments they buy19
- Positioning20
- The message21
- How we sound22
- The brand23
- The marketing mix24
- Where growth comes from25
- The buyer's journey27
- The channels28
- From enquiry to client29
- The offer and the follow-up30
- What we publish31
- The twelve months32
- A campaign a quarter33
- The year at a glance34
- Keeping clients35
- The first 90 days37
- The year by quarter38
- Who does what39
- The risks40
- The marketing budget42
- The KPIs43
- The weekly graphs44
- Reviewing the plan45
- The rules the marketing keeps46
48 pages · A4 · Free
One plan, three uses.
To run the marketing
Twelve months with one focus each, a campaign each quarter and the first 90 days action by action, with who does each one. The plan you work from on Monday morning.
To brief a team or a freelancer
The position, the message, the voice and who does what, on pages you can hand over, so everyone who writes for the agency says the same thing.
Beside the business plan
Its targets and its budget come from the same forecast as the business plan for the same agency, so the two plans agree, figure for figure.
What you might be thinking, answered straight.
“Is this just a template?”
No. It is a finished plan for one model agency, its words written and its figures worked out month by month: a position, a message, twelve months of marketing and a budget, every part filled in. Read it as the shape of your own.
“Is it written for my country?”
This edition is written for Australia: its currency, its paper, its taxes, the official counts of its businesses and the rules its marketing keeps (the Spam Act 2003 among them). The plan has editions for the United States, Canada, the United Kingdom, Australia and New Zealand.
“Are the numbers real?”
They are a model’s: a founder-led agency starting in December 2026, with prices in the range agencies charge and costs as they run in Australia. Every outside figure names its source. Put your own prices, costs and clients in their place before you plan by it.
“I run a different kind of agency.”
Every agency can make websites, email, social, films and print; what differs is what it leads with. There is a plan for each, and the shape of each one carries over to the others.
Get the whole plan, free.
48 pages as a PDF on A4 paper, to read on screen or print. It opens as soon as you send the form, and a copy comes by email.
Send me the planFree · No card · A first name and an email address
What you get
- The plan on a page, and the whole plan in numbers
- Where the agency stands: the market, the research, the competition, the forces outside, and its strengths and threats turned into strategy
- The objectives: the year’s targets, month by month
- The strategy: who it sells to first, the ideal client, the position, the message, the voice, the brand and the marketing mix
- The tactics: the buyer’s journey, the channels, the offer and its follow-up emails, what it publishes, twelve months and a campaign each quarter
- The action: the first 90 days, the year by quarter, who does what, and the risks
- The control: the budget, the KPIs, the weekly graphs, the reviews and the rules the marketing keeps
Questions, answered
What is a model marketing plan?
A whole marketing plan for an email marketing agency that is about to start: a founder-led agency, who it sells to first, its position and message, its channels, a campaign each quarter, the first 90 days and the budget, worked out month by month for its first year. Use it as the shape of your own.
How long is it?
48 pages: the plan on a page and the plan in numbers, six sections, and the sources at the back. Every page makes one point, and its headline says it.
Can I make it my own?
The PDF is yours to read, print and quote from. SendTo’s partners make their own marketing plan in their portal, in their name, brand and country, with their own research in it, and change any page in the print studio.
Is it really free?
Yes. A first name and an email address, and the plan opens straight away. Tick the box if you want SendTo’s emails on marketing and growing an agency too; the plan does not need it.
P.S. A model plan shows the shape. SendTo’s partners make their own in minutes in the partner portal, in their name, their brand and their country, with their own research in it: their position, their message and their numbers. Then they change any page in the print studio.
How SendTo partners earn from the clients they already have →