Although September may not be considered as festive as proceeding months, it’s still noted for marking an entirely new season. While you may want to hold off on pushing products, services, and offers that are better suited for the later Fall or Winter holidays, playing into the theme of fall and the season change is a great way to stay relevant. In many ways, companies’ promotions signal the beginning of Fall. Starbucks, for example is famous for its pushing of the Pumpkin Spice Latte. As soon as the colloquially known “PSL” becomes part of Starbucks’ advertising campaigns, consumers know they’ve entered a new season.
September is an important month for marketing. The first month of fall and last month of the year uncluttered by commercialized holidays like Halloween, Thanksgiving, or Christmas, September is an excellent month to make a lasting impression with customers. Tying email, or any type of marketing content to holidays is a practical, if not essential strategy but it can sometimes be a disservice. Why? Because businesses may have specific products or initiatives they’ve been trying to push throughout the year that are difficult to connect to popular holidays. September, then, is also fantastic to create a sense of urgency.
Email marketing is an essential component to any marketing mix. Keeping campaigns dynamic, fresh, and free of overtly recycled content, however can be easier said than done. PowerInbox’s DynamicMail offers personalized content to make your email subscribers feel heard. Keeping content unique is challenging in the Fall and Winter months, because so many marketers go to default tactics that customers are becoming increasingly savvy to. Rather than inundate subscribers with the same tired Fall images (including stock images of a Pumpkin Spice Latte), consider creating images that are personalized. For example, make a graphic that can drop in each customer’s name—like a trophy—so they know they’re always number one in your book. Or, for events that require immediate registration, think about incorporating a countdown timer at the top of the e-mail newsletter. The countdown clock is especially helpful for sign-ups to online programs and events. Countdowns work for contests as well.
There is nothing like creating a sense of urgency through powerful, engaging content. With content that’s dynamic, you can avoid September from becoming a Fall marketing cliché.