If you run virtual or in-person events for your customers, being able to add events to your customers’ calendars is a great way to engage them with your brand and stay top of mind. If you want to create “Add to Calendar” links within your email templates, you can add in a button, link, or image to your template that will add an event to a customer’s personal calendar.
There are various calendar applications your customers may use, so we’ll highlight the three most popular calendar applications. If you’re unsure of which ones your customers use most, include multiple links so your customers have the option to self-select.
Before You Get Started
Before you create the links in your emails, first, your calendar events need to have each of the following:
- Name of event
- Location and time
- A description (e.g., any important information that subscribers need before joining the event)
- URL of event, if applicable
Generate a Calendar Link
To create an “Add to Calendar” link in your template for a Google Calendar, create and save the event in your own Google Calendar. Click to edit your event and select More Actions next to the Save button. Select Publish Event in the dropdown.
To create an “Add to Calendar” link in your template for an Apple Calendar, open the Calendar app from your iOS desktop. Select a date and click on the + button at the top of the window. Give your event a name and fill out the description, then select Done. Once it’s published, drag the item onto your Desktop or a folder so it saves as an .ics file.
From there, add your event to your ecommerce site or host it online. Below is an example of how you can do this in your Shopify store. Then, select the URL for this page.
Using the Outlook desktop app, create an event via the New Items tab and select Appointment from the dropdown. Fill in the important information (e.g., name of the event, location, time, etc.). Drag the event from the Outlook Calendar onto your desktop so you have a .ics file.
From there, add your event to your ecommerce site or host it online. Below is an example of how you can do this on your Shopify store. Then, select the URL for this page.
Creating the Add to Calendar Link in Your Template
There are a few ways to advertise your events in your emails, including buttons, links, or images. Below we will outline each of these methods.
Buttons are the most straightforward way of getting a customer to add an event to their calendar. Drag and drop in a button block, add in the event URL as the destination URL, and select Save. You can create a button for each type of calendar if you are unsure of which one your customers use.
With all of your templates, it’s best practice to add a link to your images so that customers who click on them will be directed to your site. In this case, use your images to add an event to the recipient’s calendar. Drag and drop in an image block, add in the event URL, and save the block. Image blocks should be used as a supporting CTA, not a primary CTA. For a primary CTA, you will want to include a button or link.
Finally, you can use a link within the copy of your email to instruct your recipients to add an event reminder to their calendars. Because these links are specific for each calendar, you can either include the name of the calendar on the link or separate your customers by their email addresses and send different emails depending on the recipient’s email domain. For instance, you can create a segment of people who have Gmail addresses.
In addition, create a segment of people who have Outlook or Hotmail email addresses.
From there, send the same email but have different links depending on who is receiving your email.
In this case, you’ll want to remember to email those who do not have a Gmail, Outlook, nor Hotmail account and have a general link for these customers.
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