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Hey Reader,

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Does your email marketing change with the weather?

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It probably should.

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Colder days have arrived (at least here in the UK), which means even active, health-focused buyers enjoy slowing down, cozying up, and taking their favorite activities indoors.

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If you can connect with those behavior shifts?

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Your marketing becomes more powerful.

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Adjusting your marketing throughout the year isn’t just about seasonal promos. (But if you’re planning a Black Friday sale, we’re here to help map out the email strategy!)

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It means tapping into what your subscribers’ days look like right now to help them picture your product in their lives, so they’re more likely to convert.

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This week’s Lift breaks down a simple way to do that. ⬇️

The Warmup

One easy desk stretch​
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Super simple stretch Sam learned in his early 20s, when he worked long shifts slinging pizzas at Domino’s:

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- While standing, lift onto your tip-toes like a calf raise

- Replant your heels and lift your toes off the ground

- Repeat in a rocking motion while you read.

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This is an easy way to warm up and improve circulation, whether you spend a lot of time sitting or standing throughout the day.

The Lift

One insight to stretch your email ROI

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Use seasonal situational selling to drop subscribers into a scene they want to be a part of.

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Here’s how Finisterre, an outdoor apparel brand, did this in a new arrivals email:

Hello autumn says this isn’t a generic email. It’s useful right now.

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Crisp mornings, fresh swells, and thinner crowds paint a sensory picture of activities this reader loves, and these products support.

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Gear built to carry you through autumn and into the depths of winter addresses a seasonal pain point. It’s cold, but it’ll get colder. Will this gear keep me warm until spring?

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The image drops them right into the moment they long for: time away from their desk, enjoying a crisp day outside.

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If the email just showed new products, the reader would have to use extra mental energy to connect the dots of how they’d benefit.

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🧠 Your takeaway:

What relevant situation does your ideal buyer crave this time of year? Maybe it’s the feeling of:

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- A seasonal activity

- Warmth and coziness

- Or getting back into routines

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Call it out directly in your next email. Use sensory details. Connect your offer to what’s on their mind this season.

The Cooldown

One quick brain breather

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Tiny life update: Sam and I find it hard to keep up consistent 6am workouts when it’s cold and dark. So instead of letting gym shame take over, we’ve added in cozy movement sessions at home.

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We turn on warm light, make coffee, put a fall ambience video on tv, and use a mix of kettlebells, dumbbells, resistance bands, and bodyweight/mobility work to get our movement in.

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It’s been a fun way to stay motivated as temps drop.

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How do you like to move this time of year?

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