---
title: "Workflow for the creation and planning of a regular email campaign"
slug: "workflow-for-the-creation-and-planning-of-a-regular-email-campaign"
abstract: "Workflow to create highly customizable messages and make them both personal and relevant to your customers."
---
# Workflow for the creation and planning of a regular email campaign

Unlike an [automated email campaign](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/workflow-for-creation-and-planning-of-an-automated-email-campaign.html "Workflow for creation and planning of an automated email campaign"), with a regular email campaign, you create recipient lists that determine who receives the email message and who does not. This type of email campaign is particularly useful when you want to target a very specific audience with a one-time email campaign. The following workflow offers a high-level view of the steps involved in setting up an email campaign. It is not meant to be definitive or exhaustive but instead to provide a general idea of how to proceed. You do not have to follow the steps in order. For example, you can create an email campaign and then decide to edit the content and add recipients at a later stage.

1. Identify and define the audience for each email campaign. Then, in the List Manager, [create a contact list or segmented list](https://doc.sitecore.com/xp/en/users/100/sitecore-experience-platform/create-a-contact-list-or-a-segmented-list.html) for each audience.
2. In the Email Experience Manager, [create an email campaign](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/creating-an-email-campaign.html "Creating an email campaign").
3. In the Email Experience Manager, on the **Message** tab [define the content and how it renders](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/edit-the-content-and-layout-of-an-email-message.html "Edit the content and layout of an email message") in the email message.

    ![The Message tab](<https://doc.sitecore.com/api/markdown-image/xp/en/users/exm/100/email-experience-manager/images/Introducing_EXM_a%2093+.png>)

4. [Personalize the email message](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/personalize-an-email-campaign-message.html "Personalize an email campaign message") for the recipient. You can also use [tokens](https://doc.sitecore.com/xp/en/developers/exm/100/email-experience-manager/tokens.html) to personalize the message.
5. Preview and [send a test email message](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/send-a-quick-test-of-an-email-campaign.html "Send a quick test of an email campaign").
6. [Send or schedule](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/send-an-email-campaign.html "Send an email campaign") the email campaign.
7. [Review](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/the-email-campaign-reports.html "The email campaign reports") the email campaign performance and recipient behavior.
8. [Test and optimize](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/performing-a-b-tests-on-an-email-campaign-message.html "Performing A/B tests on an email campaign message") the email campaign.

In addition to the EXM documentation, you might need to consult:

- the [developer documentation](https://doc.sitecore.com/xp/en/developers/exm/100/email-experience-manager/getting-started-with-exm-for-developers.html) if you want to customize templates, personalize email messages, or change delivery options.
- the Architecture and Roles documentation including the [EXM Dispatch](https://doc.sitecore.com/xp/en/developers/100/platform-administration-and-architecture/exm-dispatch.html) and [EXM Database](https://doc.sitecore.com/xp/en/developers/100/platform-administration-and-architecture/exm-database.html) roles, which provide an overview of the roles that are important in EXM.
- the [Data Flows and Processes](https://doc.sitecore.com/xp/en/developers/100/platform-administration-and-architecture/email-marketing.html) documentation, which lays out the process of email marketing.
- the [List Manager](https://doc.sitecore.com/xp/en/users/100/sitecore-experience-platform/the-list-manager.html) documentation, which is used to create recipient lists and opt-out lists.
- the [Marketing Automation](https://doc.sitecore.com/xp/en/users/100/sitecore-experience-platform/marketing-automation-468807.html) documentation, which is used to create a workflow that automatically triggers email delivery.