People are online everywhere, including on vacation with their tablets or smartphones. They scroll through their Facebook timeline while camping or read the digital edition of their favorite daily newspaper on the beach. Through these mobile devices, there is more contact with websites than with laptops or PCs. Indeed, the smartphone is now the device of choice for opening and reading email. Normally that applies to half of the emails, but during vacations it is much more. The average Dutch Internet user spends about 1.5 hours a day on the Web, and this behavior does not change on vacation when there is an open Wifi network.
That many Dutch people will surf from the vacation address should be obvious. But how do you capitalize on that?
With email marketing.
Online there is no such thing as cucumber time!!!
Your target audience is more relaxed during the vacation season, has more time and thus is more receptive to your message. Especially if your product or service takes work off your hands, solves a problem or makes life more beautiful.
Some tips:
- Delve into the vacation behavior of your target audience and consider what they would enjoy reading during the vacations.
- Set up your email campaign before you go on vacation yourself. Most mail programs have the ability to do that. Your online marketing continues as usual.
- Summer evokes positive associations. By linking your brand or company to summer, people get a positive feeling about the brand/company. Provide a message or image that capitalizes on the vacation spirit such as a temporary summer promotion or a summer gift with the purchase of your service or product and come up with a good call to action.
- Many people who are on vacation will still answer from their mobile device. In addition, you will receive Out of office messages back, which may include names and phone numbers of colleagues you can call.
- Even though it seems like most of the target audience is on vacation, many people are just at work. On average, people have 3 weeks of summer vacation and are not all away at the same time.
