Plan big wins with our 2025 Marketing Campaign Calendar

Creating and updating a marketing calendar with a clear view of your plans is no small task, but it helps you avoid dreaded miscommunications that can drain energy and budgets. Having regular visibility into all your brand’s efforts helps drive an integrated, effective, streamlined approach to communicating with your customers and prospects. The more clearly you can see your team’s plans, the better you can coordinate, generating more revenue across campaigns, automations, and other marketing messages.

Depending on your marketing channels your team uses, your team size, and your goals, a handful of different marketing calendars could be right for you. Remember to use a project management tool like Asana, Monday, or Notion to aggregate all of these calendars into a single view for executives.

• Campaign calendar

  Campaign calendars give you a high-level overview of your campaign efforts and major marketable moments. Everyone at your organization who is involved in marketing should reference this regularly. The calendar tab in Klaviyo shows you upcoming campaigns by day, week, or month, including statuses so you know what still needs to be done and channel icons to indicate email, SMS, and push.
• Email calendar

  Email calendars should detail each planned email marketing campaign throughout the year. Campaigns often focus on the launch of a new product or a holiday. Use your email calendar to plan everything from asset creation to effective subject lines and get your approvals ahead of time.
• SMS calendars

  SMS calendars should detail each planned SMS campaign. This calendar can help you think through your SMS cadence and sync with teams across your organization around what content is best for this intimate channel.
• Mobile push calendar

  Mobile push calendars should detail each planned mobile push marketing campaign. A calendar tracking mobile push sends is critical to making sure your push notifications complement, rather than compete with, your email and SMS campaigns.
• Social media calendar

  Social media calendars should detail each planned social campaign, distinguishing between social channels and content type (reel, carousel, static post, etc.).
• Paid ads calendar

  A calendar for paid ads shows each planned paid ad campaign. Make sure to detail the audience and spend for each as well as the full range of dates they’ll be turned on for.
• Content calendar

  A content calendar shows the schedule of blog, podcast, and video content that you publish. This can be a great place to list out who is featured in each asset, helping you work with partners, influencers, and other collaborators in a balanced way. A content calendar can also show content that’s published in partnership with your brand—but not on your site.
• Integrated marketing calendar

  An integrated marketing calendar shows all marketing efforts across teams. It may be a little overwhelming to look at, but one view with your entire team’s plans and live dates can help you streamline, maximize distribution, and save time and money.

Your marketing calendar should display each day of the week, even weekends. Make sure it includes relevant holidays for each region of the world you market to. Below is an example from a February marketing calendar with holidays marked just for Australia.

Depending on the size of your brand, you may build out a monthly, quarterly, or yearly calendar. While a monthly calendar makes it easy to fill in details for campaigns at once, a quarterly calendar can help you see the long game and plan for quarterly goals. Yearly calendars tend to work best for businesses that have established workflows and relatively predictable supply chains.

Even if it doesn’t make sense for your brand to plan campaigns a year in advance, having the framework ready to fill in each month or quarter can help keep you on schedule.

Make sure you include holidays and placeholder campaigns. It’s also a great idea to use this calendar to figure out ideal sending cadences.

It’s also helpful to consider which goals you’re trying to reach with each entry into the calendar. Take into consideration:

• Business goals for this month, quarter, and year
• Particular revenue goals attached to certain campaigns
• Existing baselines for key metrics (click rate, conversion rate, average order value, etc.)

Our marketing calendar is handy no matter which marketing platform you use, but if you’re already on Klaviyo, it’s even easier, with calendar builds in-product.