Analyze the industry. See what the competitors are doing and how their audiences are reacting. Pick up on key elements of similar businesses and what tactics are creating more impact.
What action would you like the user to take? Keep that in mind when mapping out the user journey between emails. Don't overdo emails for the sake of staying relevant. Work your way through the story. Introduce the topic, highlight the topic, and give users a way to act.
Lay out how you would like the user journey to look. Ensure that there are actions to take along the way so that users see the value in each email.
Write the email copy and get it reviewed. Once the emails have been written and designed, get them scheduled and begin reporting within the coming weeks.