Why summer is not a dead season for business



    Many perceive the three summer months as a “dead season", but this is not entirely true. On winter holidays, the Internet traffic of your resource will really fall dramatically for several days, because everyone is resting right away, all over the world. The situation with the holidays is somewhat different: you can make sure that your customer base remains active in relation to your products and services even in the summer.

    However, her specific behavior will indeed be somewhat adjusted with the onset of the holiday season. We’ll talk about this.

    Firstly, most of the customers will try to go somewhere - if not to Italy, then at least to the cottage.

    Here you can use two tricks at once - and this is the first thing that comes to mind:

    1. Offer people a vacation.
    2. Offer people a promotion that you can participate in “away”.

    “Offer a vacation” can be in the broadest sense of the word: you can either offer the goods that are most relevant on vacation, or conduct a raffle trip to any country. Your humble servant could not resist the temptation to participate in the lottery of one of the online stores, where the main prize was a trip to Greece. And although the opportunity to win this trip is very illusory, but, counting the days before the vacation in a boring office - why not dream?

    Promotions that you can attach to holidays can be very different. Here you better make a choice based on the specifics of your project.

    Suppose you have a portal for young mothers who are highly likely to leave for the country with their baby for a month or more. Offer them a special promotion and promotion for ordering from a mobile device, sell them this device in advance from the pages of your site and stimulate interest so that they stay in touch with you.

    It is possible that you can’t offer them the delivery of goods out of town on normal conditions - offer special ones: it can be either special delivery or delayed delivery - order now, and receive your order when you arrive.

    Finally, diversify your content as interestingly as possible so that in the summer hours of doing nothing, your site can go for communication or useful information. And of course, do not let the visitors of your project go to the cottage without a warm blanket as a gift or without buying insect repellents - all this is better to take with you, which means that this is an occasion for the next newsletter.

    The second important change in the behavioral activity of your customers is that they will be away from the monitors. Even 10 years ago, this could really bother you. Now, with the spread of mobile Internet, people are "planted" on all the electronic benefits of civilization so deeply that even if 50% of your base went to Amazonian forests, they would still continue to click on your mailings - unless, of course, you had them accustomed. However, just in connection with the fact that in the summer mobile Internet will be used more often, it’s nice to prepare in advance for this:

    Do you have a mobile version of the site?


    1. How good is the mobile version of your site? Is it light enough? Have you tried to access your site from various devices and perform the actions that your customers most often perform? Do you have it at all?
    2. Your newsletter should be as light and simple as possible in order to correctly display on all types of mobile devices.

    Add a sentence that will not distract from the main goal - rest


    Of course, given that the sphere of interests in the summer changes somewhat in principle: everyone wants to spend a weekend away from home and civilization, you need to prepare for the vacation - perhaps save on “unnecessary” purchases, or buy the necessary vacation. Consider this when forming your future newsletter, add a proposal that will not distract from the main goal - rest. And even better if this proposal contributed to a good rest.

    Finally, no one forbids you to hold a summer promotion “While everyone has left,” and to make your customers a tempting offer as part of this promotion. And here it’s not very important what you sell: if it is clothes, offer swimwear, if books - offer a “book on the road”, a guidebook or phrasebook; if cookware - sell a picnic set. There may be many options. Help your clients beautifully arrange their summer vacation - this is one of the easiest ways to be useful, and therefore in demand.

    You can always make up for the summer break with interesting content, training videos, contests and "summer stories"


    Finally, even if your customers have gone so far that they will not be able to use the delivery service, or if they have spent so much on vacation that they will not be able to buy from you with the same zeal for some time, still do not abandon them and do not despair. You can always make up for this short pause with interesting content, training videos, contests and "summer stories." All this is necessary in order to continue and maintain activity around your resource, strengthening the habit of your customers to contact you for any relevant occasion.

    In the holiday season your base is not going anywhere


    Thus, our point of view is simple: in the holiday season your base will not go anywhere. Few people go on vacation for the whole summer: most of them remain whole days behind the monitors and continue to "dull" in the mail and social networks, dreamily flipping through the pages of online stores. So, your updates, subscriptions and blog are still as relevant as they are throughout the year.

    Even if the return on your mailings or visits to the site is somewhat reduced in the summer, continue to remind yourself: even if there was no reaction to your letter, they could see it. So, you are constantly present in the field of view of your client: when he returns to a “normal life” after a short vacation, he will be with you again, as if he had not left anywhere - after all, you have not left him all this time.

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