Be honest…
Are your emails still talking about “cozy vibes,” “hot chocolate deals,” or “winter essentials”? When was the last time you checked your flows, updated your segments, or rewrote the messaging in your campaigns?
Spring is here. And your subscribers are not in hibernation mode anymore.
They’re dreaming of long weekends, Mother’s Day gifts, summer dresses, outdoor workouts, travel prep, and maybe even planning their next life upgrade. Is your email marketing ready for this mindset shift or are you accidentally ghosting the new season?
This isn’t just about colors and subject lines. It’s about energy, relevance, and timing. So before you start firing off May promos… let’s find out:
QUIZ: Is Your Email Marketing Ready for Spring-Summer Season?
Grab a pen. Count your A’s, B’s, and C’s.
1. When did you last update your flows (welcome, abandoned cart, browse abandonment)?
A. Last week , fresh and blooming.
B. Sometime before Valentine’s Day.
C. What are flows again?
2. Your current subject lines talk about:
A. Fresh starts, sunny moods, seasonal trends.
B. A mix of cozy and current.
C. Still stuck on “Winter Sale EXTENDED!”
3. How’s your Klaviyo list hygiene right now?
A. Cleaned and segmented by season, interest, and engagement.
B. Clean-ish. I try.
C. I don’t even look at that tab.
4. Your campaign calendar for May and June is:
A. Full of ideas: Mother’s Day, Graduations, Travel Preps.
B. Has a few placeholders.
C. What’s a campaign calendar?
5. Have you updated your product blocks and dynamic recommendations?
A. Yes! We swapped in spring items and seasonally relevant categories.
B. Sort of-we removed winter coats, does that count?
C. Still recommending thermal socks. Sorry.
6. Do you A/B test for seasonal tone and visuals (e.g. emojis, image style, color palette)?
A. Absolutely, we test and track what converts.
B. Occasionally.
C. Not at all. I send and hope.
7. Your SMS messages for spring are:
A. Playful, warm, and tied to timely offers.
B. Neutral, not really seasonal.
C. SMS? Oh… we should try that.
8. Do you offer spring-only bundles, promos, or limited-time offers?
A. Yes, we’ve got a full lineup.
B. One or two, loosely planned.
C. We’re still running a leftover winter deal.
9. You use Klaviyo segments for:
A. Engaged spring shoppers, lapsed winter buyers, and gift seekers.
B. Just a few basic ones.
C. Everyone gets the same email. It’s easier.
10. Your email content (copy & visuals) for spring includes:
A. Fresh colors, sunny imagery, seasonal language.
B. Some updates, mostly in subject lines.
C. We might still be using holiday photos.
CHECK YOUR RESULTS:
🟢 Mostly A’s (6–10): You’re in full bloom!
You’ve embraced the seasonal shift, and it shows. Your email game is strong, relevant, and refreshing. Keep it up, you’re ready to scale.
🟡 Mostly B’s (6–10): You’re getting there.
You’ve planted the seeds, but it’s time to water them. With a little extra effort in segmentation, visuals, and seasonal relevance, you’ll thrive.
🔴 Mostly C’s (6–10): Your email marketing is stuck in the snow.
It’s time for a serious spring cleaning. The good news? You can fix this fast. Keep reading.
How to Transition from Winter to Spring-Summer Email Marketing
Refresh Your Flows
Open your welcome emails, your post-purchase follow-ups, and your abandoned cart messages. Read them like a first-time customer who just joined your list today. Do they make sense in May or June? Or do they feel like they belong in January? Swap out any cozy, cold-season references for energy that feels light, fresh, and alive.
Rethink Your Segmentation Strategy
This is the perfect moment to revisit your audience segments. Use Klaviyo to group subscribers based on their seasonal behavior. Create segments like “Spring сhoppers,” “Mother’s Day gift buyers,” or “Lapsed since winter.” This helps you deliver timely, relevant content to each group. When your audience receives emails that match their mindset and buying habits, they are more likely to open, click, and convert.
Brighten Up Your Visuals and Copy
It’s time to trade dark tones and heavy language for bright colors and light, uplifting copy. Spring is about optimism, change, and energy, and your visuals should reflect that. Use imagery with natural light, outdoor scenes, and seasonal colors. Rewrite your subject lines and content to feel warm, inviting, and positive. Words like “refresh,” “bloom,” and “lighten up” can make a big difference in tone.
Build a Seasonal Campaign Calendar
A strong campaign calendar will keep you organized and relevant. Spring and early summer offer plenty of opportunities for strategic email pushes. Start with a “New season, New energy” campaign in early May. Plan ahead for Mother’s Day by creating gift guides, countdown reminders, and bundle offers. In late May, shift to travel prep and weekend getaway themes. Celebrate International Children’s Day on June first if your products are family-friendly. Mid-June is ideal for graduation-themed emails, and the official start of summer on June twentieth is a perfect excuse for a flash sale or celebratory campaign.
Update Product Recommendations
Your product blocks and dynamic content should reflect the season too. Swap out anything winter-related and showcase collections that speak to springtime needs . For example, think travel kits, fresh fashion, wellness refreshers, or skincare updates. If you are using Klaviyo’s product recommendation blocks, make sure you filter out cold-weather categories so your emails don’t end up suggesting snow boots in June.
Re-engage Dormant Subscribers
If you have customers who haven’t opened an email since winter, now is a great time to reach out. Use a fun, casual tone like “We haven’t heard from you since the snow melted… still into our product, or ready for something fresh?”
Add Some Seasonal Fun with SMS
Spring is a great time to experiment with SMS if you’re not using it already. Klaviyo makes it easy to send short, impactful texts that tie into weather, flash sales, or seasonal energy. Try something cheeky like “It’s 25 degrees today, so here’s 25 percent off for the next 25 hours.” These quick messages can boost engagement and drive last-minute conversions, especially when people are outdoors and checking their phones more often.
Final Thoughts 🌼
Spring and early summer aren’t just pretty seasons. They’re powerful marketing moments. Your audience is stepping out of winter mode, ready to spend, refresh their routines, and try something new. This is your chance to meet that energy with emails that feel just as alive.
So take a fresh look at your flows. Rethink your segments. Brighten your tone, your visuals, and your product recommendations. Build a campaign calendar that actually gets people excited. Klaviyo gives you all the tools ,you just need to shake off the winter cobwebs and use them.
And hey, if you scored mostly C’s on the quiz, don’t panic. You’re not doomed. You’re just stuck in a seasonal identity crisis.
Think of your winter emails like that one ex you keep texting even though you know it’s over. Let them go. You’ve got growth to do and warmer inbox vibes ahead.
So embrace the new season. Let your brand bloom. And may your click-through rates rise like spring temperatures 😉
