Don’t make this mistake with your seasonal marketing campaigns

I see it happen all the time as people promote a sale

Photo by Ricardo Gomez Angel on Unsplash

Do you have a global audience?

Then think twice before you run a themed, seasonal sale.

It’s only fall in the Northern Hemisphere as I type this. For customers in Australia, for example, it’s springtime.

A “Fall into savings” email only makes sense in some parts of the world.

Here’s what you can do instead

There are many directions you can go to avoid this issue of sending a seasonal campaign to a global audience.I’ll talk about two options.

The first one isn’t my preference because you can still run into issues if your data is off. But, you can segment your list by location, so you are only sending your seasonal sales promotions to the people who are currently experiencing that season. You could do a simultaneous spring and fall promotions and segment the audience by hemisphere.

You might run into some people who’ve moved or you might have some bad data. This might result in some puzzled customers, but it likely won’t be a big deal.

A better idea is just to think of something completely original or that doesn’t involve the…