How many campaigns a year should be planned?

Four to eight across the whole company, plus a few campaigns targeted at specific teams. Beyond that, messages overlap and none registers.

Which campaign pays off most?

Generally the least spectacular: a booking link under the sales team's signature and a review request under support's produce measurable results all year, with no production effort.

Can several banners run at the same time?

Yes, provided they target different teams. Two simultaneous banners on the same team imply a rotation, which dilutes both messages.

Should campaigns stop over the summer?

Email volume drops, but the channel stays active. It is a good period for a low-urgency background campaign — an annual report, a CSR commitment — rather than for a dated event.

12 banner campaign ideas, season by season

A calendar of twelve signature banner campaigns spread across the year, each with the audience to target and the action to offer.

An available, free channel stays unused as long as nobody has an idea of what to put in it. Here are twelve proven campaigns spread across the year, each with the audience to target and the action to offer.

First quarter

1. New year outlook. The whole company, two to three weeks in January. A sober banner, focused on what you are preparing rather than on the greetings themselves. Action: see the roadmap, or nothing at all — this is one of the rare campaigns where an absence of clicks is acceptable.

2. Trade show or industry event. Sales teams and management, three weeks before the event, stopping the evening it closes. Action: book a meeting at the stand. It is the most profitable use of the channel, because the message lands precisely with the people you are going to see.

3. Annual publication. The whole company, over a month. Activity report, sector study, barometer. Action: download. It also generates contacts if the download goes through a form.

Second quarter

4. Product launch or new offer. Sales and marketing first, then wider. Action: see what is new. Take care not to let it run for six months: something new that lasts is no longer new.

5. Hiring campaign. The whole company, continuously during heavy recruitment periods. Action: see openings. Your employees become your first sourcing channel, in front of an audience that knows them professionally — that is the HR use case described on the use cases page.

6. Webinar or online event. The teams in contact with the target, two weeks ahead. Action: sign up. The short lead time matters: a webinar announced six weeks in advance generates forgotten registrations.

Third quarter

7. Certification or accreditation earned. The whole company, one month. ISO, industry accreditation, verifiable CSR commitment. Action: find out more. This campaign works on credibility rather than conversion.

8. Satisfaction survey. Support and customer service, for the duration of the survey. Action: respond. The response rate is markedly higher than for a dedicated email, because the request arrives after a real exchange.

9. Summer background campaign. The whole company, the quiet period. A low-urgency message that deserves to exist: your positioning, a reference page, a pillar piece of content.

Fourth quarter

10. Commercial peak. Sales, over the relevant period. End-of-year offer, renewal terms. It is the most explicitly promotional campaign in the calendar: keep it short.

11. Review and thanks. The whole company, December. The year’s figures, thanks to customers. A relational register, not a commercial one.

12. Organisational announcement. Ad hoc, as news requires. A move, a new subsidiary, a change of company name. Action: read the announcement. This campaign has real practical use — it informs correspondents you would not have thought to notify.

The two permanent campaigns that pay off most

Alongside the calendar, two banners deserve to run continuously on specific teams. They are not spectacular, and they are generally the most profitable.

The booking link, under the sales team’s signature. Every exchange becomes an opportunity to fix a slot, with no extra follow-up.

The review request, under support’s signature. It arrives at the right moment: just after a problem is solved, when satisfaction is at its peak.

Those two cost nothing to produce and work all year.

Worth knowing: never broadcast two simultaneous campaigns to the same team. If two messages are urgent at once, choose, or postpone. A rotation dilutes both.

Building your own calendar

The list above is a starting point, not a plan. The right calendar starts from your real deadlines: your trade shows, your launches, your recruitment periods.

The construction method — placement across the quarter, handling overlaps, arbitrating between company-wide and team campaigns — is detailed in planning your campaigns across a quarter.

The format constraints to respect for each visual are in email signature banners: formats and weight, and the targeting and scheduling mechanics on the campaigns page.