People always say that summer marketing campaigns are not worth it because so many people are on vacation and attitudes toward business change during the slower summer months. But what if this very reason not to send communications could be used to your benefit.

Lets look at the two main reasons why experts say it is best not to send communications—vacation and attitude.

Vacation
First of all, just because business people go on vacation during the summer, for a few weeks or maybe even a month doesn’t mean they are not paying attention the rest of the summer. Secondly, these days, business people are so connected through email and blackberries, that although they are on vacation, they are still checking their mail. As they may only be looking for emergencies and ignoring the day-to-day office emails, your e-blast could catch their attention. Vacationers have the time to read marketing email that may otherwise get ignored or put aside. Another thing to consider, as vacationers come back to work, they usually do not have last week’s crisis top-of-mind and may pay closer attention to unexpected communications.

Vacation also gives people the chance to clear their head of the day-to-day minutia in which we tend to get caught up and see the bigger picture. As they return to work, they are more likely to pay attention to communications that address “big picture” needs.

Attitudes
Summer is a time that the business world generally slows down. With people in and out of the office on vacations, summer interns, and a more relaxed atmosphere It is often said that “nothing gets accomplished over the summer.” This is no longer true. Though less may be accomplished in the summer due to vacations, things get planned for the coming months. Reaching out to your audience during these summer months may give you the opportunity to be in their plans come September. Take advantage of the relaxed attitudes and lesser volume of mail to make your communication the one that gets read!