When summer rolls around, which it will soon do, would you like to see more or fewer marketing emails in your inbox? I, for one, would like to have fewer to keep up with as I take some time to enjoy the summer weather. Hit me up with extra emails in January, but cut back in June, if you want to make me as a subscriber happy.
And I’m probably a lot like the majority of your subscribers. So if you’d like to deepen the loyalty of your customers for your brand, be it a B2B or a B2C one, here’s one way to do so: Take a 12-month view of your customers and set an email cadence that changes with the seasons.
There is an ebb and flow to everyone’s year, a time when we are more engaged with work or personal tasks, and a time we tend to check out just a little as we’re focused more on enjoying the summer weather.
Tap into a seasonal sensitivity that takes this ebb and flow into account. Send less email when your audience is likely to be less engaged and more email when they are likely to be more engaged.
Obviously the “more” and “less” parts of this depend on your audience. If you’re emailing the mothers of school-aged children, for example, late August might be a good time to send fewer emails as those moms are busy getting prepped for the start of the school year. On the other hand, if you sell school supplies or kids clothing, this would be a good time to step up the pace!
Assuming everyone slows down in the winter and will be more receptive to your emails is a dangerous assumption as well. Consider the avid skier who is hitting the slopes at least twice a week. It’s the middle of winter, but this person is off and busy, not curled up with a tablet clicking on your emails.
All of this seasonal sensitivity is audience specific, so I’m not saying slow down in the summer for certain (that just applies to me and my preferences). I’m only suggesting you map out your cadence based on a bigger picture 12-month cycle, and show those subscribers you’re in tune with their seasons.