Email market for out of season, seasonal products??

  • 12 April 2024
  • 4 replies

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My potential client sells specialist wolly jumpers with a connection to a unique heritage. Their sales are quite seasonal. Most of their business is conducted in Q4.

Their database is 20% European and 80% American.

They currently send 2/3 emails per month - all promotional.

I was advising them that they could and should be sending a lot more to more targeted segments.

They seem to be of the opinion that they don't need to send that much as they don't want to be annoying people who are months away from being in the market for a wolly jumper.

Quote for context: “We don’t want to be sending people from Miami emails about wolly jumpers in summer”

I still think they can send some valuable emails. As they basically have no story based emails in their arsenal.

Wondering if anyone else has worked with a seasonal product, and more specifically what the strategy is in the off season?


Best answer by bluesnapper 12 April 2024, 09:33

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Userlevel 7
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Welcome to the community @GV123 

I agree with your proposed approach in principle. For seasonal products, the ‘in-between season’ period can be used to create engagement, anticipation, and keep the brand front of mind even if they’re not ready to purchase.

When coming up with content ideas, I use ‘time and space’ that can produce some interesting content ie how winter wear has changed over the past x years (style, materials etc) or how winter wear differs across different locations and why.

That content also could include the brand ‘stories’ you mentioned and educational/promo content such as:

  • behind the scenes to showcase the designers, artisans, fabric origins (countries, the sheep from which the wool is produced etc), colour choices, production techniques etc.  
  • lifestyle lookbooks for the upcoming winter collection that will inspire customers
  • Brand approach to sustainability
  • Any new innovations in next season’s clothing
  • Early bird. That could be pre-orders to secure something from the next season's collection (scarcity) or signing up for a discount when next season's collection is available or a season ‘launch’ date  - that will allow you to hit a list to remind them to redeem that discount
  • Competitions - always good for engagement though best results are from targeting existing customers to minimise low quality competition hunters
  • Maintaining and storing their winter clothing during the off-season
  • etc 😀

Obviously, you’ll need to keep an eye on engagement metrics to see what is resonating with their audience.

You could also create a segment of loyal customers based on their number of historical purchasers and email engagement then survey them to ask what content they’d like to see.

If you present the types of ideas above to the client, that may get them to think out of the box as they seem to be firmly in there at the moment!

Hope that helps and that you win your client!



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You hit it out of the park. Thank you for such a detailed answer.All these points are so useful, I’ll definitely be proposing all of these.


If I could trouble you for you insight on another topic:

What’s your opinion on the promotion side of things?


I was thinking (tell me if this is mad) of finding a heat map of the USA throughout displaying the teperatures of different locations throughout the year and creating some segments based on the locations that would be cold enough to warrant needing a jumper at that time.

I believe there could be some other options too. Just a little stuck for ideas at the moment.


Thanks again, you really helped me out a lot there.


Userlevel 7
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No problem @GV123 Glad to have helped

There are no mad ideas in dig. marketing, only untested hypotheses. 😀 

I like your idea of pre-emptively targeting contacts by predicted cold snap! Geo-location is not 100% so customers with submitted postal addresses will likely work best. 

If you have access to their customer data, I think an overlay of sales by regional winter temperature would pique your client’s interest, as long as you can add some actionable insight to that data, e.g., two states with similar winter weather but one with much lower sales.



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Excellent, thanks very much Andy! You're the man.