Calendar Invites for People, Crawlers and Agents
AWS CalendarInvite Server March Madness 2025
Google and Microsoft are the kings of business calendars, offering one-to-one calendar invites for small groups.
SMS rules the world of security 2FA and consumer promotions through texting, the largest of which is Twillio.
Calendy owns the business scheduling segment, offering calendar sync and sending calendar invites for B2B use cases. Both Google and Microsoft have entered this market as well.
Where does the calendar invite fit in the consumer and mass-sending world?
Direct calendar invites to permission-based lists are a significant market opportunity.
We have some ideas about how the Agentic Agents, MCP, and how the Calendar IETF could work with our stack, but we will discuss them at the end of this post.
The Add to Calendar is the industry's workaround for a big mess.Â
It confuses consumer and business users because it does not use the IETF specification for Multi-Part Calendar Invite.
Also, in general, it could be debated that it causes at least 20% more email traffic since email marketers are not sure it's on your calendar.
Instead, they send you at least 2 "REMINDER" emails per campaign, asking if you have it on your calendar.Â
Email Marketing Vendors and newsletters are the two largest subscriber bases that send trillions daily that we integrate into today.
As we dive a little bit deeper, we examine a sampling of what the interfaces look like to the consumer.
In #1, we see that the Add to Calendar sometimes works but most times offers a confusing experience with the Google Calendar App opening and forcing logins. It does not work well on Outlook, and it's debatable why you would Yahoo even in the picker. We commonly see this after a single event, "Registration" Signup.
In #2, we see a consistent stream of time-based offers in Email Marketing where the consumer is already signed up for the event or promotion and at least two more follow-up emails, sometimes with the "Add to Calendar" jammed into the request.
In # 3, the Upcoming events landing page for Sports, Music, and Community is an "Add to Calendar" solution today.Â
In #4, many global brands like Nike, Apple, and AWS still have not solved global product launches and events, let alone figured out how to stream all upcoming events into a webpage, insert an email box, and click send for a calendar invite.Â
Our APIS are compact in design and can process millions of Calendar Invite ingestion data and send on AWS SES using the Multi RAW API.
We inject Calendar Invites into the API request and call the calendar invite UID to build the calendar invite for that event on the fly to send, track, and update the calendar receipt data.Â
Currently, we support sending Calendar Invites on AWS SES in 3 use cases using our APIS: Upcoming Event pages, Email Marketing APIs, and RSVP buttons inside Email Marketing Vendors for One-Click Calendar Invite Send.Â
We have developed the front-end interfaces in VUE.JS to show the API data sets' abilities and how a customer would approach a build.Â
Upcoming email lists and RSVP Buttons with data reporting for domains and organizers are in this post.
The Calendar Invite Server's front end and back end (FEBE) are in the Github repo, along with the Cloud Formation template.Â
Use Case One embeds the Calendar Invites into the Web Front ends through our Calendar Invite Injection approach.Â
We have focused our demos on upcoming Landing Pages for Sporting, Community, and Large Conferences.Â
A newsletter business like Substack also has the ability to personalize and use email sending as part of the campaign. For example, if you had permission, you could send a direct calendar invite.
See the last 200 NBA games here for the season. This is our live demo data.
Direct sending using Email Marketing Vendor APIs with our APIs is possible, and we are working on AWS Pinpoint now. YT Bulk Demo below.
With one click, the RSVP Buttons are inserted into Email Marketing Vendor templates using the 50+ Vendor options. A calendar invite is sent and tracked when a customer clicks the RSVP button deployed in the Email Marketing Template.
The goal is to gather data for the organizer and the domain super users from the calendar receipts and provide a way for the organizer to update the calendar invites using the built-in IETF specification for the calendar invite server with the AWS pipeline we have built.Â
The size of the AWS market is in the millions of AWS Simple Email Service customers. Any AWS customer can install the AWS Calendar Invite Server (FEBE) and use the pre built works and APIs to build customer integrations.
I won't spend much time on this other than to mention that we have been able to inject over one million events into the AWS Calendar Invite Server using this method.Â
It's easy and consistent. The screenshot below for the NBA is an example: send it to a create@calendarsnack.com mailbox we set up to ETL data into the Calendar Invite Server.Â
There are a couple more we have worked on for our APIS to ingest BULK Calendar Invite data.
Your AWS SES-configured Mailbox is the BATCH endpoint for the Calendar Invite Server Pipeline. Organizers inject thousands of events into the CalendarInvite Server by using the SES email box address with an ICAL file attached for ETL in the Calendar Invite Server.
An Internet Crawler can be used to gather specific event information for Calendar Invites data injection by parsing the JSON file format for millions of events.
This last one is easy for us. Oddly enough, it is for the round-robin use case for agentic voice callbacks for a specific time needed by a real customer.Â
Because we already built an API to ETL the Calendar Invite data from the calendar client, this allows us to gather the Calendar Invite information from the Agent NLP with an email address, generate a calendar invite on the fly, and send it without a Google or Microsoft using AWS SES.Â
If the customer calls again, we queue based on the email address. We then summon all the outstanding future or past calendar invite data and can change any future time requests as needed on the fly.
This is the wrap up slide on permission based calendar invites sending we built with our APIS.
We are still prototyping the workflows and functions needed to work with the AWS Calendar Invite Server with NLP and are confident we can make it work.
Thanks for stoping by and checking us out!
Happy March Madness - 2025.
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