Marketing calendar
In plain English
Your marketing is scattered across several places. Blog posts sit in one screen, email campaigns in another, and seasonal events exist mostly in your head.
That's fine until two of them collide. You send a big email on the same morning a blog post goes live and a sale starts, so all three compete for the same attention and none gets it. Or the opposite: you look up and realise nothing has gone out for three weeks.
This screen puts everything on one timeline, colour-coded by channel. You look at a month and immediately see:
- Where things are stacked up on the same day
- Where the gaps are
- What's coming that you'd forgotten about
You can also add your own entries for things the app doesn't manage — a trade show, a supplier delivery, a bank holiday, a store closure. Anything that affects your marketing but doesn't live in the app.
How to use it
- Click "Calendar" in the left-hand menu.
- Look at the next four weeks. Each colour is a different channel.
- Find the pile-ups — days with three or four things. Spread them out.
- Find the gaps — a week with nothing. Fill it.
- Add anything the app doesn't know about using the add-entry form.
- Use the channel filters to check one channel at a time.
- Review it weekly, ideally at the same time as your Weekly Plan.
⏱ ~5 min/week · 💳 Pro+ · 🎯 Stop competing with yourself for attention
Why this matters for your business
The most common self-inflicted marketing problem is competing with yourself.
It happens because each channel is planned separately. The email person picks Tuesday. The content person schedules a post for Tuesday. The promotions calendar has a sale starting Tuesday. Each decision is sensible on its own, and nobody sees the combination until it's live.
The effect is real. Three messages landing on the same morning don't get three times the attention — they split it, and often suppress each other. Meanwhile the following two weeks are silent, because everything was clustered.
Seeing it on one timeline makes both problems obvious in about thirty seconds. Moving the blog post to Thursday costs nothing and usually recovers most of the lost attention.
The other value is quieter: knowing what's coming. Marketing plans made three weeks ahead are consistently better than ones made the night before, and a visible calendar is what makes planning ahead feel possible.
What this typically unlocks
| What you get | Typical result |
|---|---|
| Clashing sends in one day | Visible before they happen |
| Silent weeks | Spotted and filled |
| Time spent reconciling plans | Near zero — one view |
| Planning horizon | Weeks, not days |
| Forgotten seasonal dates | On the timeline |
What you actually get
What appears automatically
| Type | Where it comes from |
|---|---|
| Blog posts | Your blog engine, scheduled and published |
| Email campaigns | Your campaign schedule |
| Seasonal events | Recognised retail dates |
What you add yourself
Anything affecting your marketing that the app doesn't manage:
| Add | Why |
|---|---|
| Product launches | Everything else should orbit it |
| Trade shows and events | Your attention is elsewhere that week |
| Store closures and holidays | Don't send a "shop now" during them |
| Supplier deliveries | Stock arrival gates campaigns |
| Photo shoots | Content depends on them |
| Competitor events | Useful to plan around |
Colour coding
Each channel has its own colour, shown as an accent on the entry. The point is to make patterns visible without reading anything:
| What you see | What it means |
|---|---|
| Several of the same colour in one day | You're stacking that channel |
| Several different colours in one day | Competing for the same attention |
| A week of one colour only | Over-relying on one channel |
| An empty week | A gap |
Filters
Filter to a single channel to check its own rhythm. Useful for answering "how often are we actually emailing?" — the answer is often not what people assume.
How this differs from the content calendar
Two calendars, two jobs:
| Marketing calendar (this) | Content calendar | |
|---|---|---|
| Question | When is everything happening? | What content needs making? |
| Shows | Scheduled and published items, events | Briefs, drafts, work in progress |
| Used by | Whoever plans the schedule | Whoever produces the content |
| Timeframe | Weeks and months ahead | The production pipeline |
Use the content calendar to manage the work. Use this to see the result on a timeline.
How it works (without the technical bits)
Real merchant scenarios
Scenario A — Three things on one Tuesday
Setup. Homeware brand, three-person team. Each planned their own channel.
One week in October:
| Day | What was scheduled |
|---|---|
| Mon | — |
| Tue | Email campaign · Blog post · Sale start |
| Wed | — |
| Thu | — |
| Fri | — |
All three on one morning. Nobody had noticed, because nobody had ever seen them together.
Rescheduled to Tuesday (email), Thursday (blog), Saturday (sale start).
| Clustered | Spread | |
|---|---|---|
| Email open rate | 19% | 31% |
| Blog first-week views | 340 | 1,180 |
| Sale first-day revenue | £4,200 | £7,900 |
Same content, same week, same budget. The clustering had been suppressing all three.
Scenario B — The three-week silence
Setup. Apparel merchant felt they were "always sending something." Filtered the calendar to email only.
| Week | Emails |
|---|---|
| 1 | 3 |
| 2 | 2 |
| 3 | 0 |
| 4 | 0 |
| 5 | 0 |
| 6 | 4 |
Five emails in two weeks, then three weeks of nothing, then four.
Why it happened. Emails were written in bursts when someone had time, and sent as they were finished.
Action. Moved to a steady two per week, using the calendar to schedule ahead.
| Bursty | Steady | |
|---|---|---|
| Emails/month | ~9 | ~8 |
| Open rate | 17% | 26% |
| Unsubscribe rate | 0.7% | 0.3% |
| Email revenue/month | £6,100 | £11,400 |
Slightly fewer emails, nearly double the revenue. Bursts trained people to ignore them; a rhythm trained them to expect them.
Scenario C — The trade show nobody planned around
Setup. Merchant attended a four-day trade show. During it, their biggest campaign of the quarter went out as scheduled.
Nobody was available to answer the replies, handle questions, or fix a broken link someone reported on day one.
By the time they were back, the campaign had run its course with a broken link in it.
Afterwards they started adding events to the calendar. The next quarter's campaign was moved a week later, ran with the team available, and performed 3× better.
The app had no way to know about the trade show. That's exactly what manual entries are for.
Scenario D — Seeing a quiet month coming
Setup. Merchant reviewed the calendar in mid-January and saw February almost empty — two blog posts and nothing else.
Why. Christmas planning had consumed December, January was recovery, and nobody had planned February yet.
Because they saw it three weeks out, there was time. They planned a Valentine's campaign, two blog posts, and a customer win-back email.
February revenue came in 34% above the previous year.
Had they noticed on 1 February, none of it would have shipped in time.
Best practices
✅ Review it weekly, at the same time each week. Attach it to an existing routine.
✅ Look four weeks ahead, not one. That's the horizon where you can still change things.
✅ Spread clashes out. Moving a blog post two days costs nothing.
✅ Add anything that affects your attention — events, holidays, launches.
✅ Filter by channel to check your rhythm. Scenario B.
✅ Fill gaps before they arrive. A quiet month spotted early is a quiet month avoided.
❌ Don't schedule everything on Tuesday because it "performs best." It performs best when it isn't competing with itself.
❌ Don't confuse this with the content calendar. Different jobs.
❌ Don't plan only one week ahead. Too late to change anything.
❌ Don't leave manual events out. The app can't see your diary.
Plan tiers
| Capability | Free | Starter | Pro | Agency | Enterprise |
|---|---|---|---|---|---|
| Unified timeline | — | — | ✓ | ✓ | ✓ |
| Blog and email entries | — | — | ✓ | ✓ | ✓ |
| Seasonal events | — | — | ✓ | ✓ | ✓ |
| Manual entries | — | — | ✓ | ✓ | ✓ |
| Channel colour coding and filters | — | — | ✓ | ✓ | ✓ |
| Multi-store calendar view | — | — | — | ✓ | ✓ |
Frequently asked
What appears automatically? Blog posts, email campaigns, and recognised seasonal events.
Can I add things the app doesn't manage? Yes — trade shows, launches, closures, anything affecting your marketing.
How is this different from the content calendar? This shows when things happen. The content calendar manages the work of making them.
Do social posts appear? Coverage depends on which channels you have connected. Add anything missing manually.
Can I schedule from this screen? It's a planning view. Scheduling happens in the tool that owns each item.
How far ahead does it show? As far as you have things scheduled, plus seasonal events.
Can my team see it? Yes, subject to their calendar permissions. See Team & permissions.
What's a good rhythm? Steady beats bursty — Scenario B. For most shops, one or two emails a week and consistent content beats occasional flurries.
See also
- Content calendar — managing content production
- Weekly Plan — pairs well with a weekly calendar review
- Campaigns — where email campaigns are built
- Blog engine — where posts are scheduled
- Marketing signals — one-click campaign calendar generation
- Email channel — send rhythm and deliverability
- Social publishing — social scheduling