June 15, 2021 · Oskar Glauser

Why you should email your contacts during the summer

When the days get longer and the temperatures rise, many businesses hit the pause button on their email marketing. The logic seems straightforward: people are on vacation, sitting by the pool, or spending time outdoors. Surely they are not checking their inbox?

Email your contacts during summer

Actually, they are. And the fact that so many businesses go quiet during the summer is exactly why you should keep sending.

People still check their email on vacation

This might come as a surprise, but most people continue to check their email throughout the summer. Whether they are waiting for a hotel confirmation, tracking a delivery, or simply scrolling through their phone during a quiet moment, the inbox stays open.

Studies consistently show that email open rates do not drop as dramatically during summer as many marketers assume. In some industries, engagement actually stays stable or even increases slightly. The reason is simple: people have more free time. They are in a relaxed state of mind and more willing to browse, explore, and click through content that catches their attention.

So while your contacts may be sipping something cold on a terrace, there is a good chance they will see your email.

Less competition means more visibility

Here is the real advantage of summer email marketing: your competitors are probably taking a break. When fewer emails land in your subscribers’ inboxes, yours stands out more. There is less noise to compete with, which means higher chances of being opened and read.

Think of it as having a quieter stage. During the busy months, your emails are fighting for attention alongside dozens of other messages. In the summer, the inbox is calmer. Your subject line has room to breathe, and your message gets the attention it deserves.

If you want to make the most of this window, consider reviewing the best times to send your newsletters so you reach people when they are most likely to engage.

Plan ahead for autumn and back to school

Summer is the perfect time to start preparing for the busier months ahead. Whether your business is geared toward back-to-school promotions, autumn product launches, or end-of-year campaigns, getting a head start during the summer puts you in a stronger position.

Use your summer emails to warm up your audience. Tease upcoming products, share behind-the-scenes content, or run a survey to learn what your subscribers want to see next. By the time September rolls around, your audience will already be engaged and primed for your bigger campaigns.

This is where having a solid plan makes all the difference. If you have not already, take some time to plan your email marketing strategy so you are not scrambling when the pace picks up.

Share seasonal content that resonates

Summer opens the door to a whole range of content ideas that feel timely and relevant. People love content that matches the season they are living in. Here are a few ideas to get you started:

If you sell skincare products, share sun protection advice. If you run a restaurant, highlight your summer menu. If you offer software, share productivity tips for working during the summer months. The key is to connect your product or service to the season in a way that feels natural and helpful.

Behind-the-scenes stories

Show your audience what your team is up to during the summer. Are you working on new features? Attending a conference? Taking a team outing? These kinds of updates build connection and make your brand feel human.

Curated recommendations

People appreciate a good list. Share your favourite summer reads, tools, destinations, or recipes. Even if it is loosely connected to your business, curated content shows personality and keeps subscribers engaged.

Maintain the connection with your audience

Consistency matters in email marketing. When you go silent for weeks or months, you risk losing the relationship you have built with your subscribers. People forget. They move on. And when you finally send that email in September after a long break, it can feel jarring.

By staying in touch during the summer, even at a lighter frequency, you keep the relationship warm. You do not need to send a full newsletter every week. A short update, a helpful tip, or even a simple “what are you up to this summer?” can go a long way.

If you are just getting started with building that ongoing connection, our guide on how to start a newsletter covers the basics of creating a regular cadence that works.

Run summer-specific promotions

Summer is a great time for promotions. Flash sales, seasonal discounts, and limited-time offers feel natural during this period and can drive real results. People are in a spending mood, whether they are shopping for vacations, outdoor gear, or simply treating themselves.

Consider running:

  • A mid-year sale to clear inventory and generate revenue
  • An exclusive summer discount for loyal subscribers
  • A referral campaign that rewards customers for spreading the word
  • A bundle offer that pairs popular products together at a seasonal price

These promotions not only generate sales but also give your subscribers a reason to open your emails and stay engaged.

Adjust your approach, not your effort

The key to summer email marketing is not to send the same content you would in October. Adjust your tone, topics, and frequency to match the season. Keep things lighter, shorter, and more visual. Use subject lines that feel breezy and inviting rather than urgent.

Here are a few practical tips:

  • Shorten your emails. People are more likely to read a concise, well-structured email than a long one during the summer months.
  • Use bright, seasonal imagery. Visuals that match the time of year make your emails feel current and relevant.
  • Send at the right times. Mornings and early evenings tend to work well in the summer when people are checking their phones during downtime.
  • Be personal. A relaxed, conversational tone fits the season perfectly and helps build stronger connections.

The bottom line

Summer is not a dead zone for email marketing. It is an opportunity. While your competitors go quiet, you can strengthen relationships, build momentum for autumn, and reach an audience that is more relaxed and open to engaging with your content.

So do not close up shop when the warm weather arrives. Keep showing up in the inbox, share content that matches the season, and watch how a consistent summer strategy pays off when the busier months return.

Your subscribers are still there. Make sure your emails are too.

email marketing strategy seasonal