Since most customers will be relaxing or vacationing at summer time there is a tendency for marketers to believe that customers would not like to be bothered with marketing emails and the time is also opportune to giving the customers a break from the relentless attack of email marketing campaign. After all, no customer in his right senses would like to evaluate the advantages of your product while sipping a long drink by the Mediterranean seaside, right? Wrong, because summer can really be the ideal time for marketers to engage their customers! Here’s why:
Easier To Get Yourself Heard
Because most marketers are inclined to stop their campaigns during the summer time, it is quite evident that the inboxes of customers are going to be less cluttered during this time. This is then perhaps the best time for smart marketers to shoot off emails that have real value for customers since customers that at the core of the target audience will have more of a chance to notice your email and actually click it open. Also, just because it is summer time, it does not mean that all your potential customers are vacationing. Many of them are still in town and attending office or accessing their inboxes from home. If you have taken the trouble of sending regular email throughout the year there is very little point is easing up on the pressure just because it’s summer.
Make Your Audience Feel Special
Just because the number of emails in the customers’ inboxes is less it does not mean that you forget how to address them. Make sure that you continue to be relevant to the customer and that the content is customized to the customer’s profile based on his expressed preferences and past browsing or purchase behavior. This is the time to make sure that your database is properly segmented and that the content you are shooting off is relevant to the customer and something that he is likely to action upon.
The trick is to construct the email messages in such a way that every message seems to be individual and not a part of a mass marketing exercise. There are several automated tools that can help you to achieve insertion of customer name and other information in individual emails for better personalization. Consult some of the top bulk email marketing services in Mumbai to find out how you can maximize your punch.
Vacations Have Started, So Is The Opportunity Lost?
Even though summertime is commonly understood to be vacation time but remember all customers do not set off on their vacations at the same time and neither do all customers plan a vacation. A lot of people actually plan their holidays for the off-peak times when popular destinations are quieter and cheaper. Some customers also take vacations every alternate year so that they are able to afford more exotic destinations.
Regardless of whether your customers are planning to go on a vacation or have just returned from one, you can be sure that all of them would have spent some time lost in their vacation daydreams. A marketing email that’s written to perfection and timed at this juncture to offer potential vacationers something interesting is more likely to be read than not. So marketers who are in the travel and leisure business or any sector that has close linkages to it will benefit hugely by undertaking a strategically-timed email marketing campaign when the season is ripe. Some amount of creative thinking can get marketers of summer dresses, luggage, insurance, even travel guides, etc. a high degree of CTR because customers are in the right frame of mind.
Conclusion
As usual, the trick in getting noticed and engaging your target audience is to be relevant. Take care to continually refresh your database and draw inspiration from it. After all, there is no use trying to sell a Mexican holiday to someone who’s just been there. A summer email marketing campaign is also the ideal time to try and engage customers who have not engaged with you earlier. Tell them how much they mean to you, that you really miss them and offer incentives to become your customer.