Transform your off-season into your growth season
Seasonal businesses often experience fluctuations in customer engagement throughout the year. Without intentional efforts, it's easy for your audience to lose interest during these slower times. But with the right tools and strategies, maintaining consistent customer relationships doesn't have to be a challenge. In this lesson, learn essential strategies to maintain year-round customer engagement using Klaviyo.
Reimagine your off-season strategy
Discover how to effortlessly automate personalized communication, build targeted evergreen content, and foster ongoing customer loyalty to keep your brand relevant and connected throughout every season. To achieve this, focus on these key strategies:
- Strengthen customer relationships and gather insights
- Keep customers engaged with valuable content
- Create incentives and exclusive offers
- Sustain revenue beyond your peak season
Applying these approaches, you can turn your off-season into an opportunity to strengthen relationships, build anticipation, and drive long-term growth. Use the tabs below to explore local plant store Nani's strategies to stay connected with customers, drive off-season engagement, and grow year-round.
Customer relationships
Conduct customer preference surveys to learn more about your audience’s needs and interests during the off-season.
Encourage user-generated content to engage customers by prompting them to share their experiences.
Nani sent a quick seasonal survey asking customers what plants, products, and tips they wanted more of during the winter season, then used the responses to shape off-season content.
Engaging content
Share brand stories and educational content to provide insights, tips, and storytelling that keep customers interested.
Share behind-the-scenes content to offer a glimpse into your business during the off-season and maintain excitement.
Highlight off-season use cases to show creative ways customers can still engage with your products or services.
Nani shared behind-the-scenes photos from their greenhouse visits and posted care tips for indoor plants to keep customers inspired through the slower season.
Incentives & offers
Offer early access and pre-order opportunities to build excitement and secure early sales before the next season.
Implement loyalty programs to reward engagement and purchases, encouraging long-term customer retention.
Plan date-specific campaigns to use seasonal milestones and key dates to re-engage your audience.
Nani gave email subscribers early access to their spring pre-order collection, creating a sense of exclusivity and driving sales before the season kicked off.
Year-round revenue
Offer complementary or alternative products to introduce options that fit customer needs year-round.
Target past customers with win-back content, personalized product recommendations, or discounts to re-engage them.
Nani promoted winter-friendly plant accessories like grow lights and humidifiers to keep sales steady and meet customer needs during the colder months.
4 strategies to increase conversions
Let’s examine 4 proven strategies and the tools that can help you turn off-season interest into real results.
Use quiz and survey tools to learn more about your customers
Typeform
Use Typeform to collect insights through interactive surveys or quizzes. Typeform integrates with Klaviyo so you can pass responses straight into your account and use that data to better understand and segment your audience.
Jebbit
Jebbit makes it easy to create simple quizzes that help customers find the right products or share their preferences. You can connect Jebbit with Klaviyo to pull in quiz responses and personalize your messaging based on what people care about. For instance, use conditional splits in your welcome series to tailor content to your subscribers’ responses.
Okendo
With Okendo, you can ask follow-up questions after a purchase, like why someone chose a product or what they'd like to see next. Okendo integrates with Klaviyo so you can use that feedback to trigger specific flows or build targeted segments.
Engage your audience with entertaining and educational content
Not every message needs to be a sales pitch
During the off-season, customers may be less interested in promotions. Use this time to share blog posts, how-to videos, or educational content that keeps your brand top of mind without always asking for a purchase. Optimize these blog posts for SEO so they also help attract new business.
Use Klaviyo’s content calendar to map out off-season content
Plan and schedule a mix of brand storytelling, tips, and behind-the-scenes updates using the Klaviyo content calendar. This helps you stay consistent and keeps your audience engaged, even when you're not in peak season.
Build anticipation with smart incentives
Use segments to offer early access to your best customers
Create a segment of your most engaged or highest-value VIP customers and send them early access or pre-order opportunities. This not only builds excitement but helps drive early momentum before your season kicks off.
Reward loyalty with targeted flows
Set up automated flows that reward repeat customers, like special offers, sneak peeks, or exclusive content. It’s a simple way to show appreciation and keep people coming back.
Schedule campaigns around key off-season dates
Use Klaviyo’s campaign scheduling to plan around holidays, seasonal moments, or customer milestones. Even a quick “thanks for being here” message on a meaningful date can help re-engage your audience.
Drive revenue with win-back and cross-sell flows
Set up product recommendation flows to promote complementary items
Use product feeds or custom logic to recommend items that pair well with a customer’s past purchases using a cross-sell flow. It’s a low-pressure way to encourage repeat purchases and introduce year-round offerings.
Bring back lapsed customers with personalized winback emails
Create a winback flow that uses dynamic content, personalized recommendations, or a gentle discount to re-engage customers who haven’t purchased in a while.
Your off-season doesn’t have to be quiet. With the right mix of content, incentives, and customer insights, you can stay connected and set yourself up for a strong return.