NewSummer’s here and… Should I suspend my lead acquisition programs?
Everything traditionally grinds to a halt in summer. The temperature shoots up and powerful office air conditioners are turned on at “full steam”.
We take advantage to analyze our mailing campaigns, ratios, leads, ROI and KPIs… and we start to plan our back-to-school mailings. But why do we stop our campaigns?
I seem to recall that the main reasons were vacations… that people weren’t around… that open rates fell and, thus, it was better to wait for a more appropriate moment. All this has become completely obsolete.
Two months of vacations? Today marketing professionals don’t usually take an entire month. What’s more, they go on vacation with their devices, check their mail and, when they work during the summer months, they take advantage of them to look for products and services they have accumulated on post-its in preceding months, if there was enough disk space left on their computer’s hard drive…
It’s true that open rates tend to full, but the quality of leads and their profitability rises. Speaking to some clients of mine at several breakfasts and conferences, we all agreed that we had acquired our most profitable clients in summer and Christmas campaigns, or at other times of the year when work loads and work pressure were lower.
Have a great start to your vacations…