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Three Ways to Reach Readers Who'd Rather Be at the Beach

August 18, 2010  

During the hot summer months, email marketers often despair of subscribers whose minds are somewhere else. "So how can you make your email marketing messages matter to office workers counting the minutes before happy hour on sidewalk patios?" asks Ajay Goel at the Webbiquity blog. "Or busy moms and dads whisking their kids from one outdoor activity to the next?"

Goel suggests tactics like these to get summer-minded subscribers to take notice:

  • Find a relevant connection between your product or service and summertime activities. "Barbeques, campfires, hiking trips," Goel notes, "each presents an opportunity to reach out to recipients with deals on food, apparel, cookery and other products [they] already want."
  • Speak in a breezy tone that matches the season. Lots of folks relax a little—or wish they could—during summer [vacations], so keep your messages lighthearted and brief. "Emphasize warm and cheerful photos and images over text," he suggests. "Make your text large and colorful."
  • Promote events your recipients can attend. "Whether it's a sale or trade show," he says, "[home] in on the social elements—create a visual picture of the food, drink, service and good times with others they can expect. They want to get out of the house or office anyway. Show them why they should come to you when they do."

The Po!nt: Market in season. Business tends to slow down a bit during the summer, but that doesn't mean it has to come to a stop. Optimize your email campaigns by syncing up with your subscribers' vacation-oriented states of mind.

Source: Webbiquity. Read the full post.

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