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.

Cleveland Cavaliers Fuel Calendar Subscriptions with Multichannel Campaign

As one of the leading teams in the NBA, the Cleveland Cavaliers have no trouble finding fans. The team, however, wants to keep faithful followers up to date regarding when and where to watch the games. That’s why the Cavs expanded their partnership with CalReply, the global leader in mobile calendar marketing.

After having initial success with CalReply during prior seasons, the Cavs expanded and optimized their multifaceted campaign. How did they do it? The Cavs leveraged email, digital, and social channels to promote calendar subscriptions by capitalizing on preseason excitement to fuel calendar subscriptions.

With access to CalReply’s tools such as a channel finder and dynamic calendar updates, which populate calendars with game changes long after fans subscribe, the Cavs ensure fans never miss game notifications or updates.


Promotion Strategy

For the Cavs, the best time to promote is at the forefront of a season when a new schedule releases. That’s when fans are most engaged and they look forward to receiving game reminders throughout the season.

The Cavs kicked off their preseason promotion last August using multiple channels to drive calendar subscriptions, including social media. In addition to using Facebook posts and other social sites fans visit, the team explored other strategies to grow subscribers.

During the preseason campaign, the Cavs leveraged Instagram Stories, which let fans see the team schedule and open up a web page to subscribe to the calendar. The Cavs used Instagram because many fans interact with the channel and the strategy helped the team minimize its ad costs.

In addition, the Cavs dedicated space on their website in ads to drive calendar subscriptions. The Cavs also integrated “Add to Calendar” buttons on the schedule page of the team’s website.

The Cavs also promoted calendar subscriptions in blogs and articles on its website, as well as launched an email campaign supporting the effort.

Driving Results

The decision to launch a campaign prior to the NBA season played a crucial role in the team’s success with CalReply. When the season began, calendar subscriptions grew nearly 53% compared to the previous year. What’s more, the Cavs have retained 97% of those fans who subscribed to the calendar.

Since the team’s social efforts were so successful at the start of the season, the Cavs expanded their promotion to different global social channels this year.

By optimizing their campaign and exploring different strategies to grow subscribers, the Cavs are keeping subscribers active and maintaining calendar engagement.

With CalReply’s dynamic calendering technology, clients can realize similar results by following these best practices:

Develop a multi-faceted promotion: Make sure your campaign touches every marketing channel—email, digital, and social.

Include calendar reminder buttons in key channels: Ensure that you include calendar buttons in your email marketing, blogs, and social media.

Remember to use a Call-to-Action: Provide detailed instructions for users to click the calendar link. For example, use copy that “Click here to download reminders!"

Be timely: Plan well in advance to capture some of the consumer excitement and anticipation leading up to a big event.

Contact your CalReply account manager to learn more about how you can optimize your campaigns!

Get Your Data in Real-Time Using CalReply Webhooks

We are excited to announce a new option for integrating with CalReply alongside our API – webhooks!

You’ve probably seen many popular web services boast about how they’ve made real-time data delivery possible through webhooks, now it's our turn.

Webhooks are simple, yet powerful. When a subscription event takes place, in real-time we push it to a desired location – a URL endpoint of your choosing – then you do what you want with it.  For example you might want to push this data into a CRM or database that you own and manage so that you can enrich customer records with calendars they are subscribing to. 

Webhooks provide you with detailed and real-time subscription data without the need for you to log into your CalReply account and manually export these records and import them into another platform.

Webhooks Flow

The setup is simple. By registering a URL endpoint in your CalReply merchant centre you will be notified anytime a subscription event takes place. When the event occurs—for example, 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. CalReply then sends the Event Object to any specified URL endpoints via an HTTP POST request. All in real-time. 

Adding a Webhook

Adding a Webhook

Webhooks Notification History

Webhooks Notification History

What triggers a Webhook?:

  • Subscribe Event - A user subscribes to a calendar

  • Unsubscribe Event - A user unsubscribes from a calendar

What data will you receive?

Here is an example of the subscription Event Object that will be pushed to your endpoint

Subscribe Event Object Payload

Why use webhooks?

In a word, Insight. You will receive detailed subscription data as it happens, this interpretation of the data is endless and it's up to you to decide how the data makes sense to you, here are just a few ideas: 

  • Build an email marketing database using emails associated with each subscription
  • Understand the success of a social media campaign to promote a calendar vs subscribers acquired at that time
  • Get an understanding as to the popularity of calendar tags in a certain zip code
  • Find out  which day and time yields the greatest number of subscribers

So, now that we've built it you should start using it! You'll find all the information in our docs, including the simple setup process and Event Object details. 

P.S this is just the beginning we will be adding more triggers to the Webhooks offering over time 😉

AMC Integrates CalReply into Email Newsletters

AMC Networks is known for producing quality programming like Better Call Saul, Into the Badlands and The Walking Dead (the highest-rated primetime show in America). To further serve their audiences, AMC has partnered with CalReply to bring detailed alerts to audiences moments before episodes air.

Subscribers can opt in to show calendars from the AMC website once to receive reminders for every episode of the season and all future seasons.


AMC has integrated REMIND ME buttons on their show pages as you can see above, and also into their weekly email newsletters to increase visibility of the CalReply offering.  The various newsletters provide consumers with valuable content such as videos, articles and podcasts to keep shows on AMC top-of-mind.  By including calendar buttons, AMC is ensuring that their already engaged audience, nurtured through email campaigns, remember to tune-in.  

Across the website and newsletters, REMIND ME buttons are placed in the header template next to the existing space reserved for airtimes.  Instead of relying on viewers to remember this date long after they’ve navigated away from the website or newsletter, calendar subscriptions will keep viewership up week after week.

Minutes before airtime, subscribers receive an alert including show and channel information.  To fully leverage the product,  the event can include enriched details like deep links to live-streams, app downloads, merchandising and more.

CalReply Joins ROKT

Brad Lindenberg (CEO, CalReply) and Bruce Buchanan (CEO, ROKT)

I'm proud and excited to share that CalReply has joined ROKT!

Five years ago we set out to build a lasting and valuable company with the aim to scale and serve millions of users around the world.

Through a few iterations of our original idea, we landed on CalReply, which has grown to become the world's leading calendar marketing platform for businesses aiming to drive real-time engagement for their media, broadcast and sport properties.  

Looking back over the last few years, our incredible team has built an innovative platform which was quickly adopted and embraced by the largest media outlets around the globe. Some of our customers include ITV, theSkimm, ESPN, UFC, NASCAR, IndyCar, MLB, NHL, Fox Sports, FOX, BT Sport and NFL Network to name a few. 

We have also powered calendaring solutions for the largest events on the planet including FIFA World Cup, RIO 2016 Olympics and the Rugby World Cup.

Over 4.5 million consumers in over 30 languages rely on our products to keep them informed across the 700 million reminders that have been triggered from our platform to date. 

To accelerate our strategic objectives, we have decided to merge our business into ROKT. ROKT is the world leader in post transaction marketing and have built an incredible technology that will enable our CalReply platform to become smarter and scale faster. 

Currently CalReply allows marketers to publish a relatively standardized set of events into subscribers calendars, however many of our customers are asking for more intelligent capabilities such as targeting all customers of a specific age or gender or those who have carried out an action on their website, similar to how intelligent email marketing platforms work. The ROKT technology will soon allow CalReply to bring these capabilities to market.

In addition to the technological benefits, ROKT is integrated into many of the world's largest eCommerce websites where they enable post transaction customer acquisition services for leading advertisers. The ROKT partner network receives over 100 million impressions a month, the majority of which are for online purchases that require an "add to calendar" action for the best user experience, for example concert bookings, flights and hotel reservations. This is the perfect place to expand CalReply's reach and enable customers to use the calendar as a means to connect with customers in a new and direct manner. Conversely our clients will be able to access the ROKT network and use it to drive calendar subscriber acquisition on a paid basis.

Most importantly, our team, product and ambitions are as strong as ever and will continue to be invested in. By combining resources with ROKT, we can accelerate our growth and momentum.

Thank you for your support and I look forward to what we will achieve together in the coming months and years ahead. 

- Brad Lindenberg, CEO