Remember the golden rule: send more trigger mailings in season, and mass mailings in the off-season. The logic is this: in season, the subscriber is almost ready to buy, he is interested in the product, you just need to push him to choose your brand. In the off-season, the willingness to buy is lower, but you can interest the subscriber in something new, something he has not yet thought about.
For example, during the season, a tire and wheel store sends a trigger with a reminder to buy new tires, and during the off-season, a selection of car accessories.
Create more touch points
When communication is too dense, the battle for the customer facebook data is often won by the one who actively reminds about himself, and, as a result, allows the brand to remain visible. Here's what you can do:
Launch trigger communications during the season to remind an audience that is already ready to buy about yourself.
In the off-season, prepare more promotions to generate demand.
Interlink website pages and communication channels to increase the depth of contact.
Connect new CRM channels - create chatbots and launch mailings in messengers.
Implement additional engagement elements
When the audience starts to respond worse to the usual mechanics, you can increase activity using unusual formats. For example, replace the contact collection form with a wheel of fortune widget , launch a quiz or advent calendar .