Your Year Shouldn’t Start with a Blank Calendar: Use This 12-Month Retention Campaign Calendar to Plan Smarter

If You’re Rebuilding Your Calendar Every Month, You’re Already Behind

Retention isn’t reactive. It’s rhythm.

The brands that win in 2025 don’t just send more—they send with purpose. With timing. With a strategic structure that’s built in advance and flexed based on behavior. That’s what this calendar helps you do.

What Is the 12-Month Retention Campaign Calendar?

This is a free downloadable spreadsheet for Shopify-based DTC brands to help you map out a year of smart, seasonal, retention-first campaigns.

Download the 12-Month Retention Campaign Calendar (Excel)

Inside, you’ll get:

  • 52 weekly campaign briefs
  • Monthly focus themes tied to real customer behavior
  • Seasonal promos, loyalty angles, win-back pushes, and more
  • Editable columns to tailor it to your brand

Who Should Use It?

This calendar was built for:

How to Use the Calendar

1. Start with the Monthly Themes

Each month has a clear focus—like referrals in spring, loyalty in summer, and VIP in Q4. Adapt the theme to your category, then plug it into your retention schedule.

2. Customize the Weekly Briefs

Use the editable rows to assign campaign names, segment targets, message angles, and channels (email, SMS, both). The brief structure helps your team move fast without losing strategic depth.

3. Align with Your Flows

Make sure your campaigns support—not compete with—your automations. Cross-reference against your welcome, post-purchase, and win-back flows. Need a process for this? Our Email & SMS Calendar Guide walks you through it.

4. Tag Campaigns and Track Outcomes

Use UTM parameters and flow filters to monitor what’s working. Add a column in the sheet for open/click/conversion data, and revisit monthly. For deeper analytics help, read our GA4 for Retention Marketers Guide.

Why This Calendar Works

Because it balances strategy with structure. It removes the guesswork of weekly "what should we send" convos and replaces it with:

  • Retention logic tied to behavior
  • Built-in timing and campaign pacing
  • Tools your whole team can follow

It’s built by Sticky Digital—the team that delivers 30%+ email revenue for DTC brands. Want help using it?

Download the Calendar

Get the 12-Month Retention Campaign Calendar

Or book a free retention audit and let us turn it into a full strategy for your brand.

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