If you find the title odd, here is a brief explanation between what is serious, what is seasonal, and how there seems to be a dilemma between the two when you are finally blasting a message to the contacts on your business email list:
- Serious – If you are in B2B marketing, there is a tendency to be serious even when the goal is simply to promote your business and draw attention to it. Your message simply contains the hard facts on the problems you are trying to solve and you believe a prospect should pay attention to.
- Seasonal – Going seasonal means you are tying your message to the current season. It shows that your business is aware and is capable of sending a pleasing message that is not static and can align itself with a theme. For example, you use brown or orange colors in your templates to express the season of autumn and Thanksgiving.
Both approaches appear to run counter to each other. Going for a seasonal theme sounds more like a consumer marketing stunt while a serious approach is clearly too rigid. However, which is the truly effective email marketing approach?