Seasonal Tips For Engaging Email Subscribers

It’s almost summer, and that means it’s time to change up your emails. Why’s that? Tailoring your emails to the season will help you meet your subscribers’ current needs and acknowledge you care about what’s on their mind.

We’ve got some content ideas that will help you with meeting seasonal needs, but you can also use these ideas to spice up subject lines, provide bonus resources or ignite social media conversations.

Here’s what you can do by season:

Summer

What’s on their mind: summer vacation, BBQs and fun outside.

How your email campaign changes:

  • Offer solutions: activities for kids, best places to visit, summer recipes.
  • Since people take vacations, consider lightening up your own workload and send less frequently.
  • Use juicy, vibrant colors to capture the mood of the season.

Fall

What’s on their mind: It’s back to school time! Fall also brings cooler temperatures, falling leaves and shorter days.

How your email campaign changes:

  • Offer solutions: healthy eating, managing busy schedules, getting the house ready for upcoming holidays.
  • Start sending your holiday offers and deals — people start shopping early!
  • Consider using earthy colors, like browns and oranges, to match the season.

Winter

What’s on their mind: This season is filled with holidays. From Christmas to Valentine’s Day, gift-giving will be on everyone’s mind while they’re tackling the colder temperatures and snow.

How your email campaign changes:

  • Offer solutions: stress management, gift guides and weight loss.
  • Focus less on selling to subscribers and more on helping them — they’ll appreciate it this time of year!
  • Holiday colors and templates can be used to put subscribers in the holiday spirit.

Spring

What’s on their mind: better weather, gardening, and for some, final exams.

How your email campaign changes:

  • Offer solutions: studying tips for students, spring cleaning and gardening.
  • Get subscribers excited about upcoming launches, deals and industry developments.
  • Switch to a pretty pastel palette.

Remember: Not everyone in the world will be in the same season as you! If you have a global audience, make sure you send your seasonally-minded emails to the appropriate group.

Make Your Business More Human

People like to hear from people. When you do things like change your emails to reflect the season, you’re giving your business a human quality that people can relate to.

After all, it’s much easier to relate to a business that commiserates on the woes of planning a summer BBQ than it is to one that sends generic, corporate emails year-round.

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Email Marketing | Email Marketing | Email Marketing Column

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About The Author: is Education Marketing Associate at AWeber, the leading email marketing service provider for small businesses, where she works with business owners to grow their marketing efforts. An experienced optimization consultant, Crystal has consulted with over 500 businesses to improve their email marketing efforts for optimal results, and regularly provides marketing training to AWeber customer solutions staff.



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