How to think of your email marketing summer strategy

August is one of those times of the year when my brain is flooded with ideas and I have a burst of energy. I think it has to do with the fact that so many people are OOO, so my imagination goes wild.

Up until 2 years ago, I tried to use all that energy in real-time - to the point of trying to launch a new offer while most of my audience rarely frequented their inbox or socials, and certainly wasn’t in the right headspace to make any strategic decision.

So last year, I decided to send one email on August 1st, and then go quiet for the rest of the month.

It was the right call.

August 2025 was one of my busiest months - just not in anyone's inbox.

I used every burst of "unexpected" energy to work on the behind the scenes of the business:

• Writing 2 new case studies

• Updating website pages

• Working on systems

Taking this time off was the right thing to do for me, as a human, and it was the right thing to do for Ethical Emails - but only because I know my audience well enough and had the data to back this decision up.

When I got back to emailing in September, my subscribers were there, engaged and ready for that last part of the year.

(This year, I’m Natalie Imbruglia [AKA torn] about either doing the same thing, or preparing a series of easy-to-consume weekly emails that are not new, but offer valuable insights nonetheless. I’ll make up my mind about that soon.)

That decision didn't come from thin air.

I looked at my email engagement rates, previous sales data, and how meaningfully my audience was interacting with Ethical Emails across touchpoints during that month - and August was quieter across the board. 

The data made the call easy.

The point here isn't that my approach is the right one for you, (name). But June is a great time to figure out what yours is.

If you’re just about to do so, and want to get inspired by what your fellow good-doing business and marketing leaders will include in their summer plans, the upcoming email roundtable next Thursday is exactly the right place for that conversation.

We have a few more seats available, so make sure to join my email list here - my subscribers get the direct invite to their inboxes before anyone else.