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
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