How to plan a monthly email calendar

Open the campaign calendar in Klaviyo and switch to the month view. Mark every date you cannot move: a product going live, stock arriving, a holiday your customers shop around, the end of a sale. Klaviyo can overlay public holiday calendars on the view, which saves looking them up, but you can only pick a handful at once, so choose the regions most of your buyers live in. source, checked 28 September 2026

Check whose clock you are reading. The calendar shows times in your own time zone, which can differ from the account setting used for sending, so a send planned for 9 a.m. can land at a different hour for your customers. source, checked 28 September 2026

Count what you genuinely have to say, not how often you think you should send. A month with a launch and a restock can carry two sends a week. A quiet month may only need one. Write the number down before you pick themes, so the themes fit the number and not the other way round. If you are unsure how often your list tolerates email, the guide to setting an email frequency cap covers how to test it.

Every campaign gets a single purpose you can say in a few words: introduce the new blend, explain how to use the product, show what customers say, announce the restock, close the offer. Spread the jobs so the month is not four offers in a row. A simple rotation works for most small stores: one story or product send, one useful or teaching send, one proof send built from reviews, and at most one offer.

• Story or new product: why it exists, who it is for
• Teaching: how to use, store, pair or choose
• Proof: reviews, customer photos, press
• Offer: only if there is a real reason for it this month

Decide who gets each campaign before anyone writes it. An offer to past buyers reads differently from an offer to people who have never ordered. Most sends go to engaged subscribers; save the full list for the one or two campaigns that matter most in the month. If your segments are thin, build them first with the guide to segmenting a Klaviyo list by purchase behaviour.

Klaviyo's Smart Sending skips anyone who got a marketing email recently, and it is on for campaigns unless you turn it off. The email window is 16 hours unless you have changed it, so two campaigns on the same day mostly reach different people, and a subscriber who just received a welcome email can be skipped from your campaign. source, checked 28 September 2026

People skipped this way do not get the campaign later on their own. If a send must reach everyone, such as the last day of a sale, plan the day before it clear of other campaigns rather than switching Smart Sending off. source, checked 28 September 2026

Click the date in the calendar and start a campaign there, so every planned send exists as a draft on its day. Name each one the same way, for example "2026-10-14 Teaching: brewing guide", and add a tag for the job it does. Tags let you filter the calendar later and see at a glance whether the month tilted towards offers.

A draft on the calendar is a reminder, not a schedule. If its date passes while it is still a draft, nothing goes out, so a missed deadline fails silently. source, checked 28 September 2026

In the draft's name or a shared document, note the job, the product, the audience, the one link it should drive to, who writes it and when it is due. Set the due date two working days before the send so there is time to proofread and test on a phone. A brief that fits on one line is a brief the writer will actually read.

At the end of the month, filter the calendar to sent campaigns and look at each one's orders and revenue per recipient next to its unsubscribes. Note which jobs earned their place and which did not. Carry two or three lessons into next month's plan, then start again from step one. source, checked 28 September 2026