How do I run a seasonal campaign to my customer list?
Short answer
Pick a segment that genuinely needs the seasonal service, send a short message with a booking link a few weeks before the rush, and follow up once with the people who clicked but did not book. Own your calendar before the season owns it for you.
Before you start
- A segmented customer list with consent.
- A seasonal service worth promoting.
- Calendar capacity for the response.
- A booking link ready to send.
Step by step
- 1
Choose the segment carefully
Only customers the service actually applies to, based on history and property type.
Irrelevant seasonal offers are how you earn unsubscribes.
- 2
Send before the rush
Three to four weeks ahead, while people are thinking about it and still have choices.
Once the season hits, you are competing with everyone.
- 3
Keep the message short
The service, why now, and a booking link. Three sentences at most for text.
Long seasonal emails get skimmed and closed.
- 4
Text plus email, not one or the other
Text for reach, email for detail, spaced a couple of days apart.
The two channels catch different halves of your list.
- 5
Follow up with clickers
Anyone who opened the booking link but did not book gets one more nudge.
Clicked-and-didn't-book is your warmest audience.
- 6
Measure booked jobs
Track appointments and revenue from the campaign, not opens.
Open rate has never paid for a truck.
What good looks like
- The calendar fills before the season peaks.
- Only relevant customers get the message.
- Warm clickers get a second chance to book.
- You can prove what the campaign earned.
Common mistakes
The ways this goes wrong in marketing, and what to do instead.
Sending to everyone›
Customers who cannot use the service unsubscribe and you lose them for good.
Do this instead: Send to a segment defined by service history and property fit.
Sending during the rush›
You arrive after they already called someone else.
Do this instead: Schedule the campaign three to four weeks before the season starts.
No capacity plan›
The campaign works, the phone rings, and nobody can answer it.
Do this instead: Confirm crew capacity and staffing before the send goes out.
Frequently asked
5 questions about run a seasonal campaignRelated guides
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