July 23, 2013
We’re reaching that time of year again when the schools begin to break up for summer. I'm guessing you're either dreading the childcare headache or looking forward to a quieter and quicker commute to the office. For all marketers it’s time to forget about email campaigns for a while, because everyone’s on holiday and you’d be wasting your efforts – wouldn’t you?
Well, no. In fact, July and August offer plenty of email marketing opportunities. Unless you're marketing to companies with very generous holiday entitlements then not everyone will be off for the whole of the two months. And, of course, people without children tend to take holidays outside of the peak season. So whenever you decide to send out your campaign, there will still be plenty of people around.
On top of this, the growth in mobile use means that even those on holiday are often still checking emails regularly. Just because you get an out of office message doesn’t mean someone hasn’t seen what you have sent. If you haven’t yet got your emails fully optimised for mobile, now’s the time to do it.
It’s well worth considering too that if your competitors decide to ease off and you don’t, there’s a greater chance your emails will stand out. And, of course, if your audience are getting fewer work emails because their own customers and contacts are taking holidays, they might have a little more time to pay attention to what you have to say. Even if your target audience is likely to be busy during the summer, that’s no reason not to keep sending out emails. We all know that out of sight is out of mind, and if you send out regular emails at other times of year and stop in the summer, you risk having to make up for lost ground once September comes round again.
Some people are very keen to avoid summer, Christmas, Easter and all of the half term breaks which, if you total it up, means a big part of the year lost. If you want to keep the momentum up then carry on with your marketing and don't talk yourself out of running some great campaigns.
Posted by Jenni Malley
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