Now that summer is closing out and fall is around the corner, there’s more you need to do than just bring out the Pumpkin Spice Latte. Fall is a pretty big season for email marketing because it’s doing to define your winter success. If you want to have a great end of year email campaign, you’re going to need to start now. There’s a way to go about this, and I’ll share it with you.
First, you want to look at your calendar through Thanksgiving and see what you’ve got lined up. Are there any major events, announcements or sales? Anything people need to get on the calendar? Anything you need to start creating a buzz around now? That’s step one: get people interested in what’s going on during the fall, which means making them aware.
Fall is one of those seasons where people sort of snap back into reality. The haze of summer holidays is over, and everyone is getting back into the grind. In fact, fall is the perfect time of year to be as serious as needed because this is the time you’re going to have people’s attention.
Think of it this way, during spring attention is focused on getting outdoors again. People check out during the summers, and people are too busy with the holidays to truly pay attention during winter. So your fall game plan needs to tap into that state of mind.
If you’re a retailer, for example, fall is a great time to encourage your clients to really think about something more deeply, like their personal style statement or their wardrobe image. If you’re in education, this is the time to get parents to invest in their kids because all around they’re still in an optimistic state on how much their kids can take on.
Overall, remember to keep it fun. Even though it’s a season that resets us to be more focused, it doesn’t mean your campaigns can’t be fun and playful. One of my favorite email marketing campaigns are the ones that include the audience. If you’re in retail, get people to take photos of their favorite fall outfits and social share that with a hashtag. You can set up a prize and announce the winners in an email campaign that features the winners.Same goes for if you’re in education services for younger children. You can share a contest: “what’s your favorite fall activity” and encourage parents and children to share photos of their favorite fall craft or activity.
Same goes for if you’re in education services for younger children. You can share a contest: “what’s your favorite fall activity” and encourage parents and children to share photos of their favorite fall craft or activity.
Once fall necessities are out of the way, it’s time to start thinking winter. In fact, you should have a game plan sorted out by the end of September and things should be in production mode by winter. You’re going to need to give yourself time to plan, develop, assess and place all before anyone is off for Thanksgiving break. This means that if you have an end-of-year email campaign, a winter send out, anything that you want major eyes on, now is the time to start developing that.
Since fall requires paying attention to fall and winter, it’s undoubtedly the busiest season of the year. However, it’s also totally doable if you plan well.