[by Kay Meester] Summertime evokes images of relaxing by the water, slowing down to soak up the long days, and taking time off to get outside. I recently spent a week on the Appalachian Trail with my brother, from Georgia to North Carolina. (That first day from Amicalola Falls is tough: 8 miles uphill over a rocky trail that starts at 1700 ft elevation and ends the day at 4000 ft. I think my legs are still shaking!)
Back in the working world, there’s no denying some companies see a slow in new sales during the summer months. As people flee from their desks for extended periods, it’s easy to draw the conclusion that summer is a bad time to start an outbound email campaign.
Questions arise about the efficacy of reaching out to people at a time when they may not be checking their emails regularly.
- “How will I reach enough people to collect data and know if its working?”
- “If I don’t see the results I wanted, how will I know if its because of the campaign itself or bad timing because prospects are away?”
- “If I really want to get the most out of my campaign, isn’t it better to wait until autumn, when prospects are back and ready to do business?”
Keep in mind that the goal of the first 90 days of a campaign is to test and develop messaging; this is to prepare to scale the campaign in months 4 and beyond. That’s the way outbound campaigns begin: 12 weeks of constant testing and iterating. You’ll start by emailing to small sample sizes of contacts each week.
To quote Aaron Ross, “If the message doesn’t work with 25 people, it won’t work with 250 people.” As you test and get feedback, you discover what works so you can do more of that with more of your ideal customers. The campaign needs to evolve and grow over several months to get the proven messaging so you’re ready to scale.
Summertime is a perfect time to start outbound because…
1) Your prospects likely aren’t as busy either, so you’ll have an easier time getting responses and appointments to chat with them. You simply can’t spend too much time talking with your prospects and learning about their pains.
2) Even with a smaller number of responses, you can rely on your campaign metrics to tell you clearly whether your campaign is effective and where your messaging needs improvement. The sooner you begin learning, the faster results can come.
3) And this is the BIG one: iut puts you into position to scale faster in the fall when everyone’s focus is back at work. This stacks the deck heavily in your favor to have a strong Q4. Picture yourself in September, sitting at your desk, a complete library of road-tested messaging for every stage of your prospecting pipeline at your fingertips. Then get ready to press send in a full-scale campaign to your ideal target market.
How else do you keep one step ahead?