Building an ecommerce marketing calendar

Map the key moments

Start with the year's fixed dates, then add moments specific to your products and customers, such as launches or seasonal demand.

Plan backwards

Work back from each moment to set deadlines for creative, landing pages and stock.

• Six weeks out: offer and messaging agreed
• Four weeks out: creative in review
• Two weeks out: pages and tracking tested
• Launch week: daily checks on spend and stock

Review after each peak

Note what sold, what creative worked and what ran late. Feed that into next year's calendar.