How to Plan and Track Email Campaigns with Google Sheets

Running email campaigns without a plan is like throwing spaghetti at a wall and hoping something sticks. 

But with Google Sheets, you can create a simple system to stay organized, track your emails, and see what’s working, all without needing fancy software or tech skills.

Why Is It Important to Plan and Track Email Campaigns?

Email campaigns work best when they’re consistent, timely, and targeted. Planning helps you avoid last-minute mistakes, like sending the same email twice or missing a key promo date. 

Tracking helps you see which emails get opened, clicked, or ignored, so you can improve the next one.

Google Sheets gives you a clear overview of everything in one place. You don’t have to scroll through old emails or dig through different apps. 

Everything is in one file, you can share it with your team or edit it anytime.

Step 1. Set Up a Simple Campaign Planner

Start with a fresh Google Sheet. Create a tab called Campaign Tracker. Add the following column headers in the first row:

• Campaign Name
• Send Date
• Email Subject
• Audience
• Purpose (e.g., promo, newsletter, update)
• Status (e.g., planned, drafted, sent)
• Notes

Each row below will be one email. Use the dropdown (under Insert > Dropdown) for the “Status” column to make a dropdown menu with values like “Planned,” “Drafted,” and “Sent.” This helps keep your updates consistent.

Step 2. Make a Content Tracker Tab

Create a second tab named Content. This is where you organize the body of your emails. Add headers like:

• Campaign Name
• Email Section (e.g., Header, Body, CTA)
• Content
• Last Edited By
• Last Edited Date

This layout makes it easy to see what needs to be written, reviewed, or designed.

Build a Performance Tracker

Now add a third tab: Performance Tracker. Once emails are sent, this is where you record the results. Use headers like:

• Campaign Name
• Send Date
• Open Rate (%)
• Click Rate (%)
• Unsubscribe Rate (%)
• Total Emails Sent

You can get this info from your email platform (like Mailchimp or ConvertKit) and paste it in.

Use a simple formula like:

=IF(B2=0, 0, C2/B2)

To calculate click rate (C2 = total clicks, B2 = total sent). Format the result as a percentage.

Step 3. Add Conditional Formatting

Make it easier to spot trends. Use conditional formatting (under Format > Conditional formatting) to highlight:

• Open rates below 15% in red
• Open rates above 30% in green
• Status “Sent” in light gray

This makes your data easier to scan visually.

Step 4. Share the Template with Your Team

Click the Share button at the top right of your Google Sheet. You can add email addresses or copy a shareable link.

Choose if people can view, comment, or edit. If you want to keep your original version clean, go to File > Make a copy and share that one instead.

Get the Free Email Campaign Tracker 

Get a copy of the free Email Campaign Tracker. I’ve populated some cells, but you can customize them as needed. 

Final Thoughts

Sometimes, simpler is better. You don’t always need a paid tool when a spreadsheet can do the job. 

Google Sheets gives you the freedom to plan your way and see the big picture without overwhelm. The best part? You can customize it to match your process as you go.

Frequently Asked Questions

How can I create a drop-down list in Google Sheets for campaign status?

Go to Insert > dropdown, then type in options like Planned, Drafted, Sent and click Save.

What formula do I use to calculate open or click rates?

Use this formula:

=IF(TotalSent=0, 0, Opens/TotalSent)  

Replace “Opens” and “TotalSent” with the actual cell references.

How do I add conditional formatting for open rates?

Select the column, then go to Format > Conditional formatting. Set rules like “Less than 0.15” and choose red as the color. You can add more rules based on your performance goals.