It’s difficult to achieve any successful email marketing and summer engagement. Usually during the summer season we find out that our statistics drop. Does this mean that it’s all lost? Let’s find out!
To maintain engagement during the summer you must use a mix of strategies, focusing on smaller segments and getting some valuable feedback about your brand.
1. A drop is natural
For most people, August and July means vacation time. Some might switch off from work entirely, while others might still check in from time to time.
The good news is that a significant number of people will still check emails on vacation, which is why you should keep sending regular emails.
2. People are out of office
Most of us will try to be out as much as possible to enjoy the summer while we can. This means that we might check notifications and emails on different devices and maybe at different times as usual.
Make sure that your emails are easy to read from any device and keep the content short.
3. Re-segmentation is the key
As I said before, during the summer season a lower engagement is natural. To make sure you get the best results, your subscribers need to be re-segmented.
Take a look at the number of new subscribers who engaged with at least one of your emails versus the total number of new subscribers.
By segmenting based on subscribers recent behavior (last 6 months), you now have two groups of people who can be targeted differently during the summer.
4. Vacation means relaxation. This means that you can’t expect people to do more than one thing at a time (reading a specific blog post, liking your brand on Facebook or buying a service). Keep your emails simple and use only one call-to-action to reduce the chance of overwhelming your subscribers.