When the weather turns, change the campaign already going out
A general offer landing during a heat wave reads like nobody is home. The list is already receiving something this week.
Your automations run all year and they should. Missed calls, unsold estimates, completed jobs, the membership welcome. Those are the spine.
Then a heat wave lands, or a cold snap, or smoke rolls in, and the instinct is to write something new and send it to everybody.
The list is already receiving something this week. Change what it says before you add another one.
Reach into the campaign that is already going out and swap the offer inside it for the week people are actually having. Same cadence, same list, same send. A tune-up reminder becomes a note about emergency capacity. A membership pitch becomes a note about priority scheduling while the phones are stacked.
A fresh blast dropped on top of a running programme reads like two different companies wrote to the same man on the same day.
And the people on that list are living through something specific right now. The mail that arrives either shows it, or reads like it was written a month ago. Which it was.
One question a week.
Two minutes, one problem, something to do about it. No pitch.