Campaign creation

Monthly Campaign Calendar: Data-Backed & Research-Grounded

Generate a recommended monthly campaign calendar grounded in Klaviyo performance data, seasonal/industry research, and competitor intelligence.

Buket Gok — Senior Account Manager, Melusine Studio

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Step 1: Confirm inputs Before starting, confirm: Brand: Which brand or Klaviyo account is this for? Industry/niche: What does the brand sell (e.g., fine jewelry, supplements, activewear, skincare, food & beverage, SaaS, etc.)? This shapes the entire research phase. Target month: Which month and year is the calendar for? Send cadence: How many emails per week/month is this brand currently on? If unknown, infer from Klaviyo data in Step 2. Any known constraints: This might include promotions already decided, blackout dates, product launches, or client preferences already communicated. If these have already been provided, skip asking and proceed. Step 2: Pull Klaviyo performance data Use the Klaviyo MCP to pull two data sets: A. Previous month performance Call klaviyo_get_campaign_report for the month immediately before the target month. Statistics to request: recipients, open_rate, click_rate, click_to_open_rate, conversion_rate, conversions, unsubscribe_rate Value statistics: conversion_value, revenue_per_recipient Group by: campaign_id, campaign_message_id, send_channel B. Same month last year Call klaviyo_get_campaign_report for the same calendar month in the prior year (e.g., if building June 2026, pull June 2025). Same statistics as above C. Get campaign names and send dates Call klaviyo_get_campaigns for both periods with fields: ["name", "send_strategy", "send_time", "status"] so you can match performance metrics to actual campaign names and dates. D. What to extract from the data For each period, identify: Top 3 campaigns by open rate: What was the content angle or theme? Top 3 campaigns by click rate/CTOR: What drove engagement? Top 3 campaigns by conversion value: What actually generated revenue? Bottom 3 campaigns: What flopped and why (e.g., weak theme, bad timing, over-promotion)? Send day patterns: Which days of week had the best open/click rates? Unsubscribe spikes: Any sends with unusually high unsub rates that signal fatigue or tone issues? Summarize the findings in a short internal performance brief (3–5 bullets per period). This is for calendar context, not client output. If Klaviyo data is unavailable for one period (e.g., because the brand is new), note the gap and proceed with the available data with heavier weight on the research steps below. Step 3: Research seasonal dates and industry moments Use web search to identify relevant dates for the target month. Tailor the research to the brand's specific industry confirmed in Step 1. General categories to research for any brand: Relevant holidays and cultural moments in the brand's key market(s) Major retail/ecommerce events for the month (e.g., BFCM in November, Valentine's Day in February, back to school in August/September) Industry-specific awareness days, trade events, or seasonal transitions Anything currently trending in the brand's niche Use search queries like: [INDUSTRY] email marketing calendar [MONTH] [YEAR] [INDUSTRY] seasonal marketing [MONTH] [BRAND NICHE] awareness days [MONTH] Industry-specific research angles to consider: Jewelry / accessories: Gifting seasons, proposal peaks, fashion weeks, anniversaries Supplements / sports nutrition: New Year cycle, race/competition seasons, health awareness months Activewear / athleisure: Season transitions, community events, fitness challenge windows Skincare / beauty: Seasonal skin transitions, clean beauty calendar, wellness moments Food and beverage: Cultural food calendar, restaurant/hospitality events, awareness weeks Sustainable fashion: Fashion season transitions, ethical fashion awareness, lifestyle moments Fitness apps / SaaS: Challenge seasons, product update timing, habit-formation windows Adapt freely. This list is a starting point, not a constraint. Step 4: Competitor research Use web search to identify what leading competitors in the brand's space are currently doing. If specific competitors are known, search them directly. If not, search for the top 3–5 brands in the niche. Search queries: [COMPETITOR NAME] email [MONTH] [YEAR] Best email campaigns [INDUSTRY] [MONTH] [YEAR] [INDUSTRY] email marketing examples [MONTH] Good sources to check if they surface: Really Good Emails, Milled, Klaviyo blog, brand social media Look for: Promotional angles or sale structures being used Content themes and storytelling approaches Any gaps or angles the brand could own that competitors aren't addressing Step 5: Synthesize and score content directions Before writing the calendar, map data signals to content decisions: Signal → Implication mapping: High open rate on a specific theme last year → Lead with this theme again or iterate it Low CTOR on promotional emails → Reduce promo frequency or change the angle Revenue spike on a specific date/theme → Prioritize that window in the calendar Competitor running a certain promotion → Counter-program or own a different angle Seasonal date or cultural moment approaching → Build a campaign or series around it Unsubscribe spike on last send → Don't stack another promo immediately after From this, identify 4–6 content directions that should anchor the month. Label them clearly (e.g., "Product story," "Seasonal push," "Community/UGC," "Educational," "Promotional," "Re-engagement"). Step 6: Build the campaign calendar Produce the campaign calendar for the target month as a table with the following columns: Date Day Campaign Name Content Direction Brief Summary Suggested Segment Rules: Do not over-send. Campaign count should respect the brand's established cadence. Spread sends logically. Avoid back-to-back days unless it's a sale launch/last-chance pair. Prioritize the highest-performing send days identified in Step 2. Include at least one data-backed "proven performer" angle (e.g., a theme that has worked before). Include at least one seasonal or timely hook from Step 3. Do not stack more than 2 consecutive promotional emails without a value or content send in between. For campaign names: capitalize each word, no em dashes (e.g. Summer Sale Last Chance not Summer Sale - Last Chance) Include a brief summary of 1–2 sentences describing what the email should do and feel like. Step 7: Output Present the final output in 3 parts: Part 1: Performance highlights 3–5 bullets summarising what the Klaviyo data told you and how it shaped the calendar Part 2: Seasonal & competitive context 2–3 bullets on key dates, trends, or competitor moves that influenced campaign choices Part 3: Campaign calendar The full table from Step 6 Key rules Always pull both Klaviyo time periods (previous month AND same month last year) before building anything. Never skip the web research in Steps 3 and 4. Seasonal and competitive context is non-negotiable. Infer send cadence from Klaviyo data if not specified. Count sends per week across the previous month. Use performance data to justify campaign angles, not instinct alone. * Output is for internal planning use, not a client-facing deliverable.

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