Plan the occasion around your customers.

Choose an occasion and a real service area

Define the occasion, year and customer group before selecting artwork. A campaign around Diwali, Eid, Christmas or another event should be relevant to the recipients who asked to hear from you. Do not infer a person's religion or interests from a name, location or purchased list. Use preferences people have provided and the actual scope of your permission.

India's National Portal provides a calendar and links to state and union territory calendars. Use official calendars to verify relevant dates, then confirm your own fulfilment, opening hours and delivery cutoffs. A public holiday calendar does not establish a courier's last delivery date or a customer's preferred celebration. Record the source, year and date checked in the brief.

Build a sequence that can change

The timing below is an illustrative planning pattern, not a universal best-performing cadence. T means the verified offer deadline or event date you choose. Reduce or remove messages when they would repeat the same information.

Keep an operational stop condition for each stage. If stock runs out, a deadline changes or delivery becomes unavailable in a region, pause and revise the queued message. A scheduled campaign is still your promise to the reader.

Make the content useful in the chosen region

• Choose the language from a stated preference where available. Have someone competent in that language review the subject, call to action, terms and image text.
• Use products, service locations and delivery promises that are actually available to the audience. An attractive offer to an unsupported postcode creates work for both the customer and support.
• Show the real currency, taxes and delivery charges used by your business. If you mention SendMailOS pricing, its published subscription prices are in EUR; do not imply local-currency billing.
• Check the email on a narrow mobile screen and with images blocked. Keep the main offer and action understandable without a decorative banner.
• Use truthful deadlines and availability. A reusable countdown or 'last chance' subject must match the actual offer; a festival theme is not a reason to manufacture scarcity.

Give every message its own job

SendMailOS provides reusable email templates, previews and test sends. Its visual automations support triggers, delays and conditions. Those building blocks still need a tested audience rule and a reviewed campaign plan; this planner does not automatically connect your store, identify purchasers or configure workflows.

1. Introduction

   Explain who the selection is for, what problem it solves and when further details will arrive. One useful guide or example can be stronger than several disconnected offers.

2. Offer

   State the benefit, actual price or terms, applicable region, deadline and one clear action. Put important restrictions near the offer rather than hiding them in artwork.

3. Reminder

   Explain what genuinely changes at the cutoff. Review the audience again so purchases, withdrawals and service problems are handled appropriately instead of repeating the first send.

4. Follow-up

   Choose a useful next step such as care instructions or feedback. Keep customer service communication and further marketing decisions distinct.

Estimate sends before launch week

Count recipients per message rather than counting campaigns. Four emails to 2,000 recipients would use 8,000 hosted sends before any other hosted campaigns. Recalculate when segments or follow-ups change, and leave room for the rest of your month's sending.

Starter is €12/month with 25,000 hosted emails, up to 10,000 active subscribers and one connected sending server. Own-server sending has no monthly platform email quota on that route and does not use hosted credits. Your VPS cost, server capacity, warm-up, fair use and other plan limits still apply. Use the pricing calculator with your actual audience and route.

After the campaign, compare meaningful clicks, responses, sales recorded in your own systems, withdrawals and delivery problems. Record what was relevant to this audience rather than declaring one festival, send time or subject line a rule for all of India.