Definition: Calendar marketing
Calendar marketing enables organizations to publish time-based moments as calendar-friendly events and reminders. Customers opt in by choosing to save an event, promotion, or schedule to their calendar.
- Opt-in: the customer chooses what belongs on their calendar.
- Time-based: communication aligns to when action needs to happen.
- Native: experiences live inside the calendar people already use.
The “last mile” that drives action
Most campaigns fail at follow-through, not awareness. People see a message, intend to act, and then the moment passes. Calendar saves reduce that gap by making the action time visible.
If your campaign has a time, the calendar is the natural place to reinforce it.
How calendar marketing works
1) Publish an Add to Calendar action
Add a “Save to Calendar” button to emails, landing pages, social posts, or messages. People can save to major calendar platforms with a simple flow.
2) Personalize and segment (when needed)
Segment by location, interest, or behavior so subscribers see relevant events and reminders. This is especially valuable for multi-region event programs and segmented product launches.
3) Reinforce with reminders and measure engagement
Set reminder timing and message, then measure engagement to learn what content drives follow-through. Use that data to improve future campaigns and handoffs.
Common calendar marketing use cases
- Increase event attendance for webinars and live events
- Drive sales and purchases for limited-time offers
- Share a calendar of events for ongoing programming
- Promote launch events for releases and announcements
- Support event management workflows with calendar distribution
Frequently asked questions
Is this intrusive?
Calendar marketing is opt-in. Customers choose to save the moment to their calendar. The experience is built around consent and relevance.
How do people opt in?
A customer clicks a “Save to Calendar” button and adds the event to their preferred calendar. The process is designed to be quick across major devices and providers.
Can I track who added to calendar?
With integrations, teams can connect calendar engagement to contact records and reporting. This supports better segmentation and more accurate attribution.
Explore integrations or build custom connections with the Developer API.
What results can teams expect?
Results vary by use case, but time-based campaigns often benefit from higher follow-through because the message is reinforced at the right time. The best approach is to start with one high-value moment and measure engagement.
Start with one moment that matters
Pick a campaign with a clear deadline—webinar attendance, a product drop, or a limited-time offer—and make the next step a calendar save.