Is Your Email Marketing Summer-Ready? Tips for Higher Open Rates

Summer is a season of sunshine, holidays, and shifting routines – and that includes how people interact with their inboxes. With many of your customers heading off on breaks or spending less time online, it’s more important than ever to adjust your email marketing strategy to keep open rates high and engagement steady. Here’s how to get your campaigns summer-ready.

1. Tweak Your Timing

During the summer months, typical routines go out the window. Parents might be juggling school holidays, professionals may be taking time off, and people in general are enjoying more time outdoors. This means your usual sending schedule may no longer be as effective.

Tip: Experiment with send times. Try mid-morning or early evening when people are more likely to check their phones. Run A/B tests to identify what timeframes work best with your audience over the summer.

2. Refresh Your Subject Lines

A catchy subject line is always important, but in the summer months – when attention spans are even shorter – it’s absolutely critical. Keep your subject lines short, punchy, and relevant to the season.

Tip: Use emojis sparingly and include a sense of urgency or benefit – for example:
“Hot Summer Offers Inside!” or “Holiday-Ready in Just One Click”.

3. Lean Into Seasonal Content

People expect and respond better to content that reflects their current experiences. Think summer sales, travel essentials, outdoor living, or family activities. Tailoring your message to the season can improve engagement and click-through rates.

Tip: Make sure your email imagery, colours, and messaging reflect summer themes. Whether you’re selling products or promoting a service, tie it in with what your audience is doing or needing right now.

4. Segment for Better Results

Not everyone’s summer looks the same. Some will be jetting off abroad, others enjoying staycations or working throughout. Segmenting your email list allows you to tailor your message and make it more relevant to the recipient’s interests or habits.

Tip: Segment by location, purchase history, or even email engagement levels. This helps you send more personalised content and avoid getting lost in a crowded inbox.

5. Test and Optimise

Your audience’s behaviour may shift throughout the summer, so don’t “set and forget” your campaigns. Monitor your email performance closely and be ready to tweak your approach if open or click-through rates dip.

Tip: Try A/B testing different subject lines, content formats, and call-to-action buttons to see what works best. You might find that lighter, more visual emails perform better during this time of year.

Summer might seem like a slower season for email marketing, but it’s also a golden opportunity to stand out while your competitors snooze. With a little planning, testing, and seasonal flair, you can keep your audience engaged and your open rates high right through the sunny months.

If your email strategy needs a seasonal refresh, now’s the perfect time to dive in.