Planning e-commerce email marketing across an entire year is the difference between reactive campaigns that scramble to meet a deadline and a proactive content machine that builds anticipation weeks in advance. The 12-Month Campaign Calendar gives your team a bird's-eye view of every scheduled send, seasonal surge, and global shopping holiday — with direct links into Studio Projects and Journey automations.
Managing promotions across Black Friday, Cyber Monday, Valentine's Day, and a dozen branded drops without a shared visual plan means last-minute sends, overlapping discounts, and audiences that receive too many emails in a single week. The Calendar dashboard solves the coordination layer so your content team, store manager, and email strategist can plan together in one place.
Open the Calendar
Navigate to Dashboard → Calendar (/dashboard/calendar). The current calendar year loads automatically, pre-populated with major global e-commerce shopping holidays: Black Friday, Cyber Monday, Singles' Day (11/11), Valentine's Day, Prime Day, Halloween, and more, computed for the actual date each year rather than pinned to one — Easter, Labor Day, and similar floating holidays shift correctly year over year. These built-in events are read-only reference markers — they don't affect your sends — but they give every team member a shared anchor for promo density planning.
A Target region dropdown in the toolbar controls which country's shopping moments show up alongside that region-neutral set: United States, Canada, Mexico, Brazil, United Kingdom, France, Germany, European Union, India, Japan, Australia, or Global. Pick "Canada" and you get Canadian Thanksgiving in October on top of the shared list; pick "France" and you get the statutory Soldes d'hiver/d'été sales windows. This is independent of where your own team sits — an agency running campaigns for a Brazilian client picks "Brazil," not wherever the agency itself is based. Whichever region you pick becomes the account's new default, shared by the whole team, until someone changes it again.
Create a Campaign Event
Click + New Event in the toolbar, or click directly on any date cell to open the event editor. Each event captures:
- Event name — a short label shown on the calendar tile (e.g., "Spring Restock Drop").
- Date range — a single send date, or a campaign window spanning several days.
- Color badge — pick from the palette to color-code by campaign type (product drop, clearance, newsletter, VIP early-access).
- Linked Studio Project — attach an existing project so the email design and interactive blocks are one click away from the calendar view.
- Linked Journey — attach an automation flow for multi-step drip sequences that kick off on the campaign date.
Events are saved to your account's campaign events database and visible to all team members with editor or owner access.
Inspect Campaign Density
The monthly grid view makes it immediately visible when too many campaigns cluster in a short window. Aim for at least 4–5 days of quiet between promotional sends to the same audience segment — back-to-back discounts depress open rates and train subscribers to wait for the next offer rather than buying at full price.
Switch between the 12-Month Overview and a detailed Month View using the toolbar controls to zoom in or out as your planning horizon shifts.
Link to Store-Native Discounts
For events tied to a product drop or clearance, connect your Shopify or WooCommerce store and enable a Discount offer on the linked project. When the campaign date arrives, MailInApp mints real, single-use discount codes on your store — one per recipient — so the calendar event, the email content, and the incentive all execute together with no manual export step. See Store-Native Discounts for full setup.
Execute a Scheduled Send or Journey
From the calendar event detail panel, click Open Project or Open Journey to jump directly into the Studio Editor or Journey Canvas — useful when you still want to fine-tune the email content before the campaign date.
For a project that's already ready to go, skip that round trip: click Schedule this send right in the event panel. It creates a one-time send for the linked project, timed to the event's start date, so it goes out automatically without anyone having to come back and remember to hit Send. It shows up afterward on the project's own Send page as a normal one-time schedule — where you can still adjust the send hour, layer on an audience filter, or pick a different sender identity before the date arrives, or delete it if plans change. A linked Journey doesn't auto-trigger from the event date the same way; jump into the Journey Canvas and it starts from whatever trigger it's actually configured with.
Reading Campaign Performance
After a campaign executes, its linked project's response data — opens, clicks, poll votes, discount redemptions, and revenue attribution — is available in the project's Responses page. Cross-referencing calendar events with response data over a full year reveals which holiday periods generate the highest engagement for your specific audience, informing next year's campaign density plan.
Getting started
Open Dashboard → Calendar, review the pre-populated global holiday markers for the next 90 days, and create your first branded event by clicking a date that precedes your next product drop. Attach the Studio Project you're already working on, pick a color badge, and save. Once two or three events are on the calendar, the planning picture for the next quarter becomes immediately visible to everyone on your team. See Journeys, Store-Native Discounts, and A/B testing for the next layer of campaign sophistication.