photo of a beachIt’s July, the marvelous, hot, lazy heart of summer. You’re probably taking Fridays off to head up to the cabin or vacationing out of town, spending as little time at work as you possibly can so you can enjoy the season. Know who else is doing that kind of stuff? EVERYONE. And that means that racking your brain for ultra-engaging newsletter topics could be a waste of precious energy and ideas. Summer social media usage may be sky-high, but it’s mainly on mobile apps like Instagram and Snapchat. Just like you, your customers are blithely ignoring gobs of incoming emails, mentally checked out and longing for the beach.

But you can’t go dark completely. Well, you can, but you might be better served to shift your editorial calendar slightly for the summer months. Here’s why:

Summer is a great time to recycle content

Obviously when you DO this you won’t use the word “recycle.” That word is positive when it comes to garbage, negative when it comes to written media. Try “Greatest Hits” instead, and if you’re a blogger, push out some archived posts under that heading. If your newsletter addresses a different topic each month, revive one that was written a year or more ago, tweak, and re-send letting your readers know it’s been refreshed for relevance. You could even pull old ad collateral to scan or find other historic materials for some #TBT action. Don’t waste new ideas during a time period when many of your audience members will be in daydream mode.

Summer is a great time to plug older inventory

If your business sells physical items, think about putting a few of them on summer special. Drag out last year’s duds and have an email-list-only fire sale, or remind customers about ongoing deals. You might want to save the good stuff for the holidays and other times that generate loads of interest and activity, but consider offering a few eye-catching discounts for the limited number of eyes you’ve actually got during the summer months.

Summer is a great time to get input

I know this sounds contrary to the “scale back” advice, but hear me out: While it’s true that many, many people will be tuned-out for the season, others don’t have that luxury. Additionally, lazy brains resist processing information, but they perk right up when asked for opinions. If it’s easy enough to whip up a quick poll — Mad Mimi’s SurveyMonkey add-on makes it a snap — ask for some light input on products or practices. Nothing that’s essential to business planning, mind you, but things you wish your customers or readers would be more vocal about. You don’t have to write up an engaging essay, your woefully on-call summer readers feel listened-to, everyone wins.

Naturally, if your business is seasonal and summer is your season, you should ignore everything I just said. But if your customers and audience members are people who secretly wish that three-month summer breaks extended into adulthood, tone down your messaging until everyone’s brains are back-to-school in September.

Photo Credit: maureen lunn via Compfight cc.