Campaign planning: from reactive to proactive

The biggest mistake that many e-commerce entrepreneurs make? Plan campaigns like it's still 2015. Start with your strategy two weeks before Black Friday, shoot product photos a week before Valentine's Day, or don't think about what your fall collection will be until the summer. This reactive approach not only costs you turnover, but also your mental peace 😉

In 2026, that no longer works. Yes, AI makes many tasks faster and more efficient. But at the same time, there is more to setting up a campaign from A to Z. That is precisely why success requires forward thinking and structural planning.

Practical tip: the 90-day rule

Implement the 90-day rule: every major campaign starts 90 days before the campaign date with concrete preparations. Create a checklist with all the necessary steps and work systematically towards the campaign period.

Use a CRO calendar

Provide a calendar where you tailor the CRO roadmap to upcoming campaign moments. Plan tests smartly so that you can immediately apply the learnings to the next campaign. For example, avoid running an A/B test on a collection that goes off-season within a few weeks. Turn it around and test for pages, collections, etc. that will soon become important due to, for example, an increase in search volume.

New customers vs. current customers

The costs of recruiting new customers are increasing every year. Do you focus your campaigns specifically on acquisition, on your existing customer base, or do you throw them across the board? At Yellowgrape, we believe in a segmented approach for maximum impact. Because customers who feel personally addressed build a stronger relationship with your brand, stay customers longer and spend more.

Get started!

A strong marketing calendar prevents stress, provides an overview and ensures that your campaigns deliver real results. Getting started with your marketing calendar? Please note the following:

1. Strategic basis
   
   • Create a master calendar → collect all sector- and brand-specific moments. We've probably made a setup for you ;-)
   • Analyze previous campaigns → use learnings and KPIs as a starting point.
   • Set goals per period → think of acquisition, retention or brand building.
   • Work with quarterly themes → link content and campaigns to an overarching story.
   • Integrate always-on campaigns → email flows and loyalty campaigns that run throughout the year.
2. Campaign planning
   
   • Balance between theme and discount campaigns → avoid too much price pressure.
   • Plan CRO tests smartly → align with campaigns and seasonal relevance.
   • Reserve creative capacity to create campaign materials → Using AI tools (e.g. Brainvine) or shoots (plan in time).
   • Coordinate plans with other teams and get feedback → marketing, sales, development, customer service & logistics.
3. Preparation & execution
   
   • Work with the 90-day rule → plan kick-offs 3 months in advance.
   • Provide logistics and inventory management → so that campaigns don't fail when it comes to fulfillment.
   • Build space for ad-hoc actions → respond to trends or current events.
4. Evaluation & optimization (bonus)
   
   • Plan evaluation moments → measure results and record learnings.
   • Continuously optimize → use insights for upcoming campaigns and the next calendar.

Bonus

Systematically analyze the results of your actions and incorporate these learnings into subsequent campaigns. Test different facets such as media channels, shipping times and page structure to do each campaign just that little bit better. And the most successful campaigns? I'm sure you can write it down in pencil for the next calendar year.

Need help?

📅 Download the free Yellowgrape E-commerce Marketing Calendar 2026 (PDF) now and lay the foundation for your marketing year right away. Easily customize the calendar with your own content schedule and mark the moments that matter most to your brand. Also active in the DACH region? Then read our blog and download the accompanying DACH Marketing Calendar 2026. Need help planning or calculating your campaigns? Our team is ready to contribute ideas and take your marketing year to the next level.