Hey it’s Chase and Jimmy here!

Most brands go hard in Q4... and then disappear.

But your customers don’t.

They’re still shopping in March. Still opening emails in June. Still making decisions in July.

So if your entire retention strategy revolves around holiday hype and BFCM blowouts—you're not just missing sales. You're missing the relationship.

This week’s feature is your guide to turning the “slow season” into a growth engine. We’re talking gift guides that work year-round, flash sales tied to niche holidays, loyalty rewards that actually drive repeat buys, and customer storytelling that builds trust without relying on discounts.

When everyone else goes quiet, it’s your chance to stand out.

📬 How to build an email list you actually own

🧠 The best place to be if you're the only retention marketer on your team

⚡ Amazon’s AI job shift, a $700M acquisition, and the latest skincare launch from the icon that coined the term "sliving"

👇 Let’s get into it.

👥 Build the only audience you’ll ever truly own

If Instagram vanished tomorrow, would your brand survive?

Social algorithms change. Reach tanks. Ads get expensive. But your email list? That’s yours—and it’s still the most reliable way to turn browsers into buyers.

This guide from Omnisend breaks down exactly how to build a high-converting list from scratch in 2025—without gimmicks, guesswork, or rented platforms.

👉 Learn how to:

• Set up signup forms that actually get filled out

• Turn casual visitors into subscribers and buyers

• Use segmentation and automation to keep your list healthy (and your revenue steady)

Omnisend users make $68 for every $1 spent.

Ready to grow the list that pays you back?

🔁 Year Round Retention: How to Drive Engagement Beyond Peak Seasons

If your entire marketing hinges on Black Friday or Cyber Monday, you’re missing out.

Your customers don’t stop shopping after December. They don’t stop opening emails. They don’t stop needing great products.

So why would you stop showing up?

Off-season marketing keeps you in the game, even when things slow down.

Here’s how to pull it off.

1. Send Gift Guides All Year

Gifting isn’t just for the holidays.

People have birthdays, anniversaries, graduations, housewarmings, baby showers… life keeps happening. So keep those gift guides coming.

Try curating seasonal round-ups, like:

• “Spring Birthday Picks”

• “Housewarming Gifts They’ll Actually Use”

• “Unique Gifts for the Graduate”

Break it down further by adding “For Her” or “Under $50” to target specific buyers and make it easier for people to shop.

SAYSO nails this with their Valentine’s Day gift guide:

2. Create Your Own Flash Sales

There’s a national day for almost everything now. Why not build a flash sale?

• If you sell coffee, don’t skip National Coffee Day

• If you sell pet accessories, you’ve got National Dog Day

These holidays might seem silly, but they give you a timely reason to email your list.

Here’s Jibby Coffee celebrating National Relaxation Day with a coupon code.

You can also create your own mini-events like a “Rainy Day Sale” or “Goodbye Winter Deals” to build excitement and urgency during the quieter months.

3. Align Your Campaigns With Customer Goals

New Year’s resolutions are great. But what about spring resets, summer bodies, and back-to-school routines?

People set goals all the time. Your marketing can ride those waves.

Here are some ideas to try:

• If you sell fitness gear: “Spring Reset Challenge” or “Midyear Wellness Goals”

• If you sell planners: “Back-to-Routine Boost” in September

• If you sell meal kits: “30 Days of Clean Eating” in June

Turn it into an interactive or themed campaign with downloadable checklists, progress emails, check-ins, or rewards. Make it fun!

4. Double Down on Loyalty Rewards

Your biggest fans are already talking about you. Give them juicy incentives to keep going (and stick around), even when peak season is over.

Here are some ideas:

• Double loyalty points during slow months

• Launch refer-a-friend campaigns with instant perks

• Offer exclusive early access to upcoming collections

Also: If you have a loyalty program, make it visible. Add a “You’ve earned 50 points!” reminder to your emails. Include perks in the footer. Keep it on their radar without yelling about it.

Here’s a simple points alert email from Tattly:

5. Highlight Customer Stories

Rave reviews, photos of people using your products, unboxing videos – social proof works all year round. Use it to build trust and break away from promotional emails every now and then.

Here are some ways to use it:

• “How Our Customers Are Using [Product] This Spring”

• A carousel of 5-star reviews in your newsletter

• Short stories or before/after shots from happy customers

Pro Tip: Run a seasonal photo contest (e.g. “Show Us Your Summer Setup”) and offer a prize. It’s content, engagement, and social proof rolled into one.

6. Share Quarterly Recaps and Teasers

Staying top of mind starts with keeping your audience in the loop. Quarterly recaps and teasers are an easy way to do that, especially during slower months.

Here’s what to include:

• A sneak peek of upcoming launches

• Highlights from your most popular products

• Quick hits of brand news or fun team updates

• Links to helpful content or reviews

These emails give your audience a clear view of what’s happening (and what’s coming), so you stay relevant even when you're not running a big campaign.

7. Partner With Local Businesses and Charities

Off-season is the perfect time to give your brand more heart. For example, you could collaborate with local businesses that complement yours. Think:

Ski resort + coffee shop + cabin rental = a dreamy winter bundle.

Or, tie a promotion to a charitable cause (like donating a portion of March profits to a community initiative).

People love purpose-driven brands. It makes them feel good about buying from them. And the quieter months give you room to show that side.

Let’s Talk Execution (aka How to Pull This Off)

We get it. Cool ideas are great. But how do you actually make them happen?

Here’s your quick implementation checklist for email and SMS:

• Segment smarter (and deeper): Send flash sales to deal hunters. Send loyalty perks and sneak peeks to your high-intent buyers. Use location data to adjust for weather or seasonality (sunny in CA? Still snowing in UT? Different promos!)

• Automate what you can: Set up flows for gift guides, flash sales, restock alerts, and loyalty rewards. Automation keeps your brand present year-round without burning you out.

• Track the right metrics: In off-season campaigns, pay close attention to unsubscribes and spam rates. These tell you if you’re over-sending or missing the mark. Revenue lift, repeat purchases, and average order value matter more than just opens.

• Invest in good copy: Without the holiday hype, you need to earn attention with strong, purposeful copy. Use urgency for flash sales. Tap into curiosity for sneak peeks. And tell stories that connect, not just sell.

• Use dynamic elements: Add countdown timers, low-stock alerts, and personalized recommendations. These real-time touches make emails feel more relevant and clickable.

Final Word: Don’t Vanish After the Holidays

You might be tempted to send filler content during the “off season”. But it’s actually a growth opportunity hiding in plain sight.

Here’s what to keep in mind as you plan your next campaigns:

✅ Gifting happens year-round, so don’t wait for December to drop your next gift guide.

✅ Urgency works any time of year, especially when tied to flash sales or niche holidays.

✅ Customer goals shift by season, so align your messaging with where they are.

✅ Loyalty, referrals, and UGC keeps your brand relevant even when you’re not selling.

✅ Connect with your audience by keeping them in the loop using recaps and teasers.

Point is: keep showing up, even when it’s quiet. That’s how you turn off-season into your unfair advantage!

🐺 No more lone wolf energy.

Being the only retention marketer on the team can feel like shouting into the void.

Nobody gets why you care about flows.

Or why your SMS timing matters.

Or why “just send the discount again” is not a strategy.

That’s where the eCom Email Certified Community comes in.

It’s your crew of email/SMS nerds who actually get it—because they’re in it, too.

You’ll find:

💬 Slack chats full of real talk and quick wins
🛠️ Templates, teardowns, and strategy swaps
🧪 A space to test ideas before taking them to your boss

Plus, a private, weekly newsletter with campaign breakdowns, active hiring network, and more.

This is where email marketers stop winging it solo and start growing together.

Join the pack for $1. Stay because you finally found your people.

🗞️ Quick Clips

• Amazon says AI isn’t stealing jobs—it’s reshaping them: In a world run by bots, Amazon is betting on humans who know how to work with them. Their latest announcement outlines new roles focused on problem-solving, machine training, and operational creativity. It’s not about replacing workers—it’s about evolving the work.

• Paris Hilton enters the skincare chat: She’s done music, reality TV, and NFTs—now Paris Hilton is launching PariVié, a clean skincare line rooted in science-backed formulas and “luxury wellness.” The collection drops this summer exclusively at Sephora.

• Church & Dwight acquires Touchland for $700M+: Touchland turned hand sanitizer into a lifestyle brand—and now legacy CPG giant Church & Dwight is adding it to their portfolio. The $700M+ deal signals strong interest in premium personal care and proves that even hygiene can go high-end.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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