Personalizing Content through Tagging

Consumers today are ever-more sophisticated and demand personalization when it comes to how they live their lives, especially when it comes to technology. Whether it may be setting email alerts about specific brand sales or getting reminded when your favorite show is premiering, personalizing the user experience allows brands to build closer relationships with their customers and gain valuable insights based on the learnings they uncover. At CalReply, we personalize content through tagging.

What is a “tag”?

  A tag is a label that is assigned to a series of related events. Examples include teams, countries, TV shows, movies or sports. However, tags can also be more content based:

  • Retail Tags: Men’s Apparel Sales, Shoe Sales, Women’s Sales, Fall/Spring Collection

  • Travel Tags: Carribbean Vacation Alerts, European Excursions Alerts, Cruise Discounts, Couples Retreats

  • Sweepstakes Tags: Electronics, Office, Home, Leisure

  • Sports Tags: Game Reminders Only, Post-Game Recaps, Player Spotlights, Pre-Game Details

With tags, users are able to subscribe to specific topics/calendars to receive the content that they care about most.

The value of tagging:

Tagging through CalReply not only gives your brand insight into user experiences that are content targeted, but also allows you to diversify the type of content you want to deliver. One of our goals for 2019 is to have our clients think about events beyond a singular moment in time. By leveraging tagging and looking at events through a content lense, you can drive action and monetize the calendar event itself (i.e include relevant trackable links directing to a sales offer, a streaming link, a sign up etc). Additionally, content targeting creates a personalized experience which builds even-more stickiness around your brand.

How to build a tag:

Tags can be easily added to a calendar from within the Merchant Center by following the instructions below:

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Select a calendar

  1. Click into “Calendar Info” and select the second tab titled “Tags”

  2. Click “Add Tag” to create your first tag

    1. Each tag requires a name

    2. Tags should have logos. The spec is 358x200px

    3. Toggling on “Default” tag will pre-select a tag when a user lands on the tag selection page in the subscription journey. We normally recommend applying the default tag to an “All” events tag.

  3. You can add as many tags as you like, but we recommend 10-15 max

  4. Tags can be rearranged in alphabetical order by using the navigation icon

  5. Tags can be renamed at any point

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How to append a tag to an event:

Once your tags have been added, the next step is to apply the tags to the corresponding events.

  1. Click into an event using the edit icon

  2. Select “Event Tags”

  3. Select the tag the corresponds to the event

  4. If you would like to append tags in mass, using our Event Upload Document: Create all tags first, then download the sample event file, and match the corresponding tag to the event via Excel prior to upload. Otherwise, all will have to be done manually after upload. 
    *Once all events have been “tagged” and you have saved + published - it is important to not delete tags. At that point, it is possible that subscribers will be appended to certain tags, and by deleting a tag, you will in turn also delete a subscriber record.

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Styling the tag:

After tag creation + event affiliation is complete, you can style the tag selection page in the “Styling” section of the navigation. Here you can customize verbiage, enable multi-tag selection, and the ability to display tags as logos, opposed to a list. Once adjustments have been made, saved + published - the tags will appear as selectable in the second phase of the subscription journey.

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Tag Segmentation & Reporting

A benefit of tagging beyond personalization is the data available on subscriber preference. In addition to data attributes such as email and device, we also collect a subscriber’s tag selection via CSV. Through pulling this report, you have the opportunity for you to take a deeper look into the preferences made by your audience and gather insights on what tag selections are most performing compared to others. This data can then be exported, segmented, and used for retargeting opportunities.

Content targeting through CalReply tagging ultimately takes calendar notifications to the next level. In a time where consumers are overwhelmed with a concentrated amount of relevant offers and content, you have the opportunity to tap into their world even deeper via the calendar, ensuring a brand affinity that is unparalleled.

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This article was originally published in our June 2019 newsletter.

Getting Social with CalReply

Social media has come to shape the success of many brands and be a direct source of communication with fans, making creative messaging essential to drive positive engagement. CalReply’s Promotion Automation allows you to compose numerous Facebook posts and Tweets at one time, and schedule them to be automatically sent by CalReply. This tool makes it easy and efficient to leverage your existing social media audiences and to scale your subscriber base with frequently added calendar URL’s. Leveraging our automation tool can act in tandem with your existing marketing strategy while at the same time not interfering with responsibilities of your content managers.


It’s important to optimize your promotion automation schedule so that you get the highest engagement for every Facebook post and/or Tweet.

Generally, you can promote more frequently via Twitter as tweets move through the stream quicker. Approximately 4-6% of your followers see any given tweet so it is recommended promoting frequently on Twitter at least one post dedicated to the calendar once a week.

For Facebook, we recommend scheduling a dedicated calendar post at least twice a month. These efforts will not only increase awareness around the calendar generally, but act as a diversified way to promote upcoming content as you approach the time of an event. Both Facebook and Twitter should include imagery that captures the users attention and draws them into engaging with the calendar link. Below are some examples of promotions:


  • Don't miss the UFC Fight Night: Machida vs Dollaway! Watch it LIVE at 1pm/10am EST on FOX Sports 1 – add it to your calendar

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  1. Before a show or sport (e.g. 6:45pm before 7pm line-up starts): Catch all the action on Sportsnet tonight - Set a calendar reminder to watch your team -

  2. During a show or sport (e.g. 8pm during line-up): Loving the NHL action on Sportsnet? Add it to your calendar now -

  3. After a show or sport (e.g. 9:30pm during highlights etc): Don’t miss another NHL game on Sportsnet - Add NHL to your calendar now


Use the promotion automation tool in accompaniment with a countdown strategy to build excitement and ultimately encourage fans to subscribe before an event begins. It is recommended to include a daily countdown with the calendar URL on all of the you social media pages. For instance, a post may say: “Cake Boss premieres in just 3 days and it’s going to be the best season yet! Add every episode to your calendar now so you don’t miss a minute! -".

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  1. Log in to CalReply Merchant Center

  2. Click “More” from the navigation followed by “Integrations”

  3. Select “Add Facebook Account” and/or “Add Twitter Account” *Note, these must be business profiles.

  4. After accounts have been properly linked, click “Promotion Automation” from the navigation

  5. Click “create post” button and select which account to post in (Facebook or Twitter)

  6. Select the account you want to post in

  7. Select the account calendar

  8. Compose message and click “Insert Calendar  Link”

  9. Upload Image

  10. Schedule date and time for post to be published

  11. Click “Enable Multiple Posts” to choose the frequency of the post and how many times it will repeat


Including calendar URL’s on your social media pages is a critical implementation, but can often be overlooked due to (1) marketers having too much existing content, (2) lack of access to CalReply (3) lack of knowledge around the automation tool. However, there is a huge opportunity to leverage your social audiences and direct them to the calendar. Our promotion automation tool provides a solution to incorporate calendaring via social media with minimal work involved while also not interfering with a pre-determined marketing strategy. Clients can use this tool as a “set it and forget it” mechanism - allowing them to create and execute content that is aligned with their goals while at the same time making the most of their already dedicated audiences.

This article was originally published in our May 2019 newsletter.

Diving Deeper with Data

A hot topic we often discuss with clients is around data. As we aim to use our newsletters as an opportunity to provide educational value and best practice around CalReply, this edition will focus around your proprietary data and how to leverage the analytics available to you for your benefit.

Merchant Center Data

The primary source of subscriber and engagement data can be found within our merchant center. By selecting “Analytics” from the Navigation and choosing either “Subscribers” or “Engagement,” users are able to run real-time reporting by calendar name and tag as well as a variety of other data filters (device, source, subscription type, or UTM). All data is exportable via CSV and will include fields such as email (if collected), IP address, and unsubscribe date. The full list can be found to the right. The same options are available for engagement reports.

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I have a CSV of subscriber data. Now what? The answer to that question can be two fold. On one hand, clients can export the CSV file, slice and dice it, and then present it in a way that is synthesized. However, this method requires the user to log in and manually pull the report every time they want it collected.

The alternative to a manual approach would be to set up a CalReply-Webhook. Webhooks let you register a URL that we will notify anytime an event happens in your account. For example, when a successful subscription is created, CalReply creates an event object. This object contains all the relevant information about the event occurrence, including the type of event and the data associated with that event (all points available via CSV). CalReply then sends the Event object to any of the URLs in your account's webhooks settings via an HTTP POST request. Ultimately, setting up a webhook allows a real-time flow of subscriber and subscriber data which can be funneled into a data warehouse (Domo), CRM (Salesforce), or any other lead-management system without any manual work.  The details of setting up a Webhook can be found here.

Universal Tracking Measurement (UTM)

Our most integrated clients take tracking and measurement to the next level by appending universal tracking measurements (UTM) to the back of their calendar links. This is highly effective if you are/intend to use CalReply links across a variety of verticals (email, web, paid, app), because if done correctly - you will be able to pull reporting based on specific UTM parameters and understand direct subscriber attribution.

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For example:

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*If unfamiliar with building UTM codes - you can use this easy builder to assist.

In summary, data can be accessed via (1) CalReply Merchant Center or (2) Webhooks. Additionally, appeneding UTM codes to every CalReply link can provide deeper insight into subscriber source, placement performance, and uncover potential opportunities to scale more effectively. An overview of these data segments and their corresponding value can be found below:

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This article was originally published in our April 2019 newsletter.

How to optimize your calendar marketing events

What makes an event “stand out”?

Over the last few quarters, we have had conversations with clients both new and tenured around best practices when building an event. What makes an event “stand out”? How can I increase and measure engagement?

When a user makes the choice to subscribe to a calendar, they are also making the choice to connect themselves to your brand. This presents a sizable opportunity for you to deliver meaningful content to subscribers that drives engagement and loyalty.  “Optimizing the event”, as we call it, is fundamental to ensure the most success from a CalReply calendar, measured by (1) subscriber growth, (2) retention, and (3) potential upsell.

 See it in action!

For the purpose of this study, the two events below illustrate the difference in event presentation and results, before optimizing the event and after.

4 relevant fields when  building a well-executed event:

  1. Event Name

  2. Location Field (We recommend this as the Call to Action)

  3. Scheduling

  4. Event Description

Example A (Before):


In the first example, we see an event that is basic in execution:

  • The event name consists of the teams playing

  • There is no call to action in the “Location Field”

  • There is no description

3 Best Practices for Optimizing your Events:

In Example B, we made the following enhancements:

  1. Adding Emojis to Event Name enhances the aesthetic of the notification and differentiates from any other notification a subscriber receives. Feel free to copy/paste from .

  2. Restructuring the Location field to include channel information as well as a mention of other details inside the event, incentivizes the user to swipe through.

  3. Optimizing the Description by including trackable, shortened URL’s allows your brand to upsell related products and services or drive additional revenue in the moments when consumers are heavily engaged. Our team can then report on engagement within the event and help you measure the value of a calendar subscriber. We suggest linking back to a website, ticketing pages, app-download pages, merchandise outlets.

Example B (After):


 The results are in!

At CalReply, we measure engagement as a percentage of total subscribers who have interacted with an event from the reminder time set at the event to 30 minutes after the notification. Interactions can include calendar refreshes, clicking into the event, ect. In this scenario, it’s important to pay attention to the increased engagement score from Example A to Example B.  While A received an engagement score of 14%, B, the optimized event, had an engagement score of 50%, a whopping 3X more. The surge in engagement score directly correlates to the optimizations made.

Not only can event optimization via CalReply lead to a greater reach amongst a subscriber base, but help brands who are looking to achieve  goals such as tune ins, ticket-sales, or app downloads. If building a loyal subscriber base and connecting with fans through content matters to you, optimizing your events is a great place to start to ensure ultimate engagement.

This article originally came from our March 2019 newsletter.

How can CalReply drive value for your brand?

By: Stephen Rivera, Strategic Account Manager – CalReply


In our previous post, we walked through how calendar marketing can help make your brand the main event. The calendar has a unique ability to deliver purposeful and authentic communications across mobile lock screens at the most opportune times -all through a tool that is already loaded to 2.8 billion devices worldwide. And with CalReply at the helm of the calendar marketing ecosystem, you too can start to leverage the power of the calendar as an owned marketing channel.

1. Drive time-based awareness and action. Unlike most other traditional marketing tactics, CalReply serves as an engagement catalyst, achieving an unmatched level of consumer accessibility and action at key moments in time.

How CalReply drives value for ticketing sites.

A leading ticketing brand was looking to drive engagement on the event details page of their website - specifically, having consumers add upcoming events of interest to their calendar. A variety of prior marketing initiatives to promote event engagement proved unsuccessful, thwarted by unpredictable execution and user experiences. The company partnered with CalReply to integrate on-page calendar subscription features via natively embedded buttons – an upgrade in both feel and functionality to previous efforts. Whether a transaction was completed or not, consumers were instantly empowered to sync specific events to their personal calendars. The company was, in turn, able to programmatically push customized calendar messaging and ticket purchase alerts across mobile lockscreens, cutting through the type of clutter typically encountered across other channels. Similar to an email drip campaign, the company leveraged CalReply’s “on the fly” feature which nurtured subscribers through a series of timely calendar notifications in order to drive purchases.

With CalReply, 16 % of calendar subscribers made a ticket purchase. The ability to place themselves within their consumer’s calendars was an invaluable opportunity to reach target audiences in an innovative and effective way.

2. Communicate smarter on a 1:1 level. As customers continue to become more selective about the marketing communications they receive, it’s vital that the messaging is not just personalized but relevant to each individual. We know customer A is interested in travel because they booked their second trip of the year but at this stage does it make sense to show them an offer to book again?

CalReply is bolstering our 1:1 marketing capabilities through partnerships with leading CRM (Customer Relationship Management) platforms. With this caliber of integrations in place, data-driven user journeys, enriched audience insights and ROI growth through building audience loyalty around content and events can all be managed from one platform.

How CalReply drives value for travel brands.

A leading global travel company was looking to enhance their content personalization practices following customer bookings on their site and/or app. The initial goal was to efficiently place the itinerary of the booking into a consumer’s calendar following a purchase. However once CalReply was integrated with their CRM, the opportunities to dig deeper on a user-level became a no-brainer. Not only was the travel company able to dynamically pass new calendar subscribers (post transaction) from their website directly into their CRM, but also enabled them to manage all marketing channels (email, SMS and now calendaring) from one platform. With CalReply’s new CRM integrations, the company was able to apply its existing audience segmentation algorithm to its CalReply subscriber base, deploying personalized customer nurture journeys that were authentic and drove more efficient engagement rates.

3. Amplify your investment. All marketers retain a suite of channels and solutions to execute their communications. CalReply can help amplify the investments you have already made.

How CalReply drives value for sports leagues.

A major US sports league’s 2018 objectives included diversifying their distributed content outside of games while also identifying ways to increase app downloads. They had already invested heavily in a broad mix of paid media initiatives and were limited on budgets for emerging technologies like CalReply.

With customer obsession sitting at the core of our business motivations, we looked for ways to accomplish both of their goals in a cost-effective manner. The first measure we implemented was to reorganize and diversify their content for new and current subscribers. We refined the content offering by creating segments that would appeal to their fans which included schedules, news, injury reports and game recaps. Subscribers could then choose the categories they were most interested in following. We turned our focus to increasing app downloads and executed in in two ways: (1) calling attention to the app by establishing a strong CTA in every calendar event along with an attractive offer viewable in the event details and (2) ensuring all app-download links were trackable to deliver insightful reports of our findings to include attribution sources. The company further complimented the reach of these two initiatives with paid efforts which were a core part of their marketing strategy.

Brands are discovering the value of the calendar to be more than just a tool to house events but also a dynamic content hub. And with billions of consumers already using their calendars on a daily basis, the potential to deploy a new global audience network. If your goal is to drive real-time and loyal consumer engagement, there are few things more powerful than a timely calendar notification.

Make your brand the main event

By: David Bossbaly, VP of Sales – CalReply


If I were to look through your digital calendar right now, what would I find?

If you’re anything like me, your calendar is your life’s pace-setter.  It dictates 50%-75% of your waking hours, chronologically mapping everything from important business meetings, doctor’s appointments, and social events to recurring reminders to pay rent or tune in to the latest episode of your favorite show. Let’s face it, your life would be rather shambolic without it.

Compared to other communication and utilitarian channels you rely on daily, like email and social media, your calendar is hyper-clean, lean and personal. Ever wonder why you rarely overlook calendar events, yet thousands of emails go unread in our social and promotional filters?

It’s the reason you’ve developed a reliance on your calendar that tops most other relationships you’ve built with technology, and even some humans, for that matter. In fact, an Oxford University study surveyed a group of smartphone users, of which 89% said they found calendar reminders very useful, compared with email and social messages.

Until now, the calendar has remained an untapped marketing channel hiding in plain sight.  Brands have spent billions across modern-day digital channels like display, video, and email, to try and cut through the clutter and capture consumers’ scatter-shot attention spans, only to remain reliant on consumer memory for brand recall at the end of the day.

It’s no secret, there’s a growing – and concerning – trend of consumer desensitization around the current state of advertising and marketing affairs. More than ever before, audiences are seeking platforms that provide relevant and purposeful content and accessibility.

This was the driving motive for building CalReply – the best-kept secret in marketing solutions. CalReply’s technology addresses a host of the current deficiencies and commercial inefficiencies plaguing today’s consumer engagement practices. The calendar has an inimitable ability to help brands build stronger, more authentic consumer relationships through one of the most personal content pathways across any device.


Calendar marketing empowers consumers and marketers alike. While consumers are enabled to personalize their calendars with the brands they care about, marketers are provided with a fluid and programmatic avenue to inspire actions at key moments in time.  

Think of the calendar as the new inbox, with reach across 2.8 billion devices worldwide, but none of the tricky distribution algorithms or spam filters that have historically kept your emails from consistently hitting the mark.  It’s a cross-device content repository and engagement influencer that serves to keep consumers and brands dynamically connected.

CalReply provides brands with the tools to enable custom and real-time consumer connectivity with events and content that drive your business’ top line. Need to geo-target sales events, or build custom user journeys after selling an airline ticket? Looking to enable fans to follow their favorite artists or shows to drive streaming engagement? We’ve got you covered.

With CalReply, your brand becomes the main event.  

SiriusXM Partners with CalReply for Calendaring Service

Sirius XM, one of the largest subscription media companies in the U.S., has made it even easier for fans to find channels for their favorite content. It’s partnered with CalReply, the global leader in mobile calendar marketing, to drive tune-in on mobile devices by subscribing to the SiriusXM calendar.

Sirius XM tested CalReply’s technology last fall launching calendars for key sports including NFL, NASCAR, and college sports. After a successful launch in the sporting vertical, SiriusXM recently expanded its campaign to include live music.

The addition of SiriusXM to the CalReply family marks CalReply’s entrance into the radio industry.

SiriusXM is promoting its Add to Calendar functionality via radio ad spots and call center scripts. SiriusXM also allows fans to click on the “Add to Calendar” button on subscribe pages on its website and through banner ads.

Consumers who subscribe to sports or live events receive real-time reminders 15 minutes with the start and end time, the channel number, and event information automatically on their mobile calendars.


Since sporting events and live music are streamed on different channels, consumers often are challenged with finding their favorite  game or music event on the right channel. With the on-the-go-nature of satellite radio, CalReply helps fans find their favorite games or live music quickly, without the need to search multiple channels.

CalReply works with SiriusXM to include deep links in the event details of its calendar listings. Deep links direct subscribers to the Sirius website and offer helpful calendar information, including as event details and other links where users can take further action.

For more on how to use calendaring, contact your CalReply representative.