Email campaigns to succeed this summer

Category: Email Marketing

As summer approaches, it is normal to experience a slight drop in campaign opens and you will have started to receive the typical ‘out of office’ messages. So the question you must be asking yourself right now is what to send during August so that your stats don't drop too much. In today's post we give you some fresh ideas so that the heat doesn't affect your summer campaigns.

 

Summer campaign topics

The most repeated word is ‘summer’, of course, and it is combined with other general words such as ‘plans’ or ‘offers’ or with something closer to the product such as ‘a must in your summer look’ or ‘your guide for this summer’. The content (and subject matter) depends on whether they are monthly campaigns (there will be less summer ones) or if they are weekly (there is no need for each one to recall the season of the year).

Moreover, if there is one emoji that stands out at this time of year, it is the one with the sunglasses, even more than the sun itself. It is also the time to use waves, umbrellas or swimming costumes. And not only if they are related in some way to our business, for example: they can be used to remind us to buy products before going on holiday or to recommend reading that can be done while relaxing by the sea.

 

Summer templates

During the summer, it is more essential than ever to use a design suitable for mobiles and tablets: make sure your template is responsive, all of ours are. This way, it won't matter if your subscribers check their email at the pool because they're on holiday or at the office because they haven't started their holidays yet, they'll be able to see it on any device.

It is also a good time to get out of the routine and prepare a special header with a summery touch. For example, you can add a radiant sun, photograph your products as if they were on a paradisiacal beach or include a series of images of your team in their respective summer resorts.

If your business is a winter one, you can also take advantage of the summer and add a countdown block in all your mailings to let your subscribers know when your season is coming.

 

Informal content

Making a difference in summer also means bringing out your witty side. We are not saying that you should stop doing the newsletters you usually do, but that you should add a different touch. For example, if you have to announce the events planned for August, explain that it is possible to wear a summer look because they will be virtual.

Try to find content that is a little more informal than usual, not as serious as your subscribers are used to. If you have a real estate agency, for example, you can send information on celebrity homes instead of a list of new flats in the area, which, considering it is August, will not be very long either.

By writing the campaign as a humorous mailing, you are sure to get their attention! If you work in a language centre, for example, you can send several GIFs to accompany a list of tourist phrases and their funny translations.

 

Purchase incentives

There is one key word that will make your messages succeed: sales. We are in the season of discounts, offers and promotions of all kinds. Reward those who are paying attention to your mailings with a surprise that will encourage them to open the email and buy: free shipping or a gift for the next purchase, but also a reward if they turn a friend into a customer.

It is possible that now your subscribers have more time to look at what you send, so take advantage of the opportunity: you can include an image and take them to the website where the offers are or make a list with a highlight that catches their attention. In both cases, don't forget to personalise the mailing with dynamic fields to make it more attractive and get more clicks.

 

Alliances with social networks

Sending the same old messages will probably not achieve the same results because readers have other priorities. That's why summer is the time when social networks are in full swing. Take advantage of your subscribers' need to share their holidays to help you promote your products or more casual articles.

Try to visualise how your campaign would look among pictures of beaches or, in other words, why would they want to share it on their profiles? Organise a contest in which they have to send pictures with your product in summer resorts. If your business revolves around a service, you can raffle discounts among those who send a snapshot related to it.

 

Experimenting with subscribers

It may sound a bit strange and far from what you normally send, but summer is a good time to experiment with your database. What would be the best time to try something that makes you doubt the results you can achieve? It is a good opportunity to try something new because, if it goes wrong, it will not affect all users but only those who are not offline for holidays.

An experiment could be a segmentation with different parameters than usual, for example by finally integrating information from your CRM. Create a segment for customers who haven't shopped for a long time but do open your messages and create a campaign to encourage them to click and convert this summer. Another may be the opposite, i.e. those who buy without opening your campaigns and the challenge will then be to increase their interest and openings.

 

Combining all of the above, the ultimate mailing campaign to succeed this summer would be one that encourages your subscribers to share some informal content on social networks in order to get a discount. Of course, they could do it from their mobile and in just one click. All very easy, visual and attractive.

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