How to use the calendar
- Open the months you sell in. Pick the three or four moments that fit your business.
- Plan each send five to ten days before the day, with a reminder two days before. People read the first email and act on the second.
- In postmail, start from a seasonal template, put in your offer and your dates, and schedule it.
- After each send, note the click rate. Next year you plan from your own numbers.
Pick fewer moments
You do not need to email every day on this list. A café does well with a handful: a seasonal menu, a holiday opening-hours notice, a thank you. A shop may use Black Friday and the gift season. A studio may use the new year and the end of summer. Choose the moments your customers already care about, and skip the rest.
Mind the date and the country
Some days move every year, like Easter, Thanksgiving and Hanukkah. Check the date before you plan. Other days differ by country: Mother's Day falls in different months, school starts in different weeks, and some holidays do not exist everywhere. The US tag marks moments that are mainly American. Global moments are kept in many countries or are online events.
Some days call for care
A few days are not a sales moment: Memorial Day, Juneteenth, Patriot Day, and days of remembrance. On those, a short respectful note, or no email at all, is the better choice. When you are unsure, leave it out.
FAQ
How far ahead should I send?
For gifts and travel, start two to four weeks ahead, because people plan early. For a one-day event, send five to ten days before and again two days before. For a quick sale, one email the day before and one on the day is usually enough.
What about holidays that are not on the list?
Your own moments often work best: your anniversary, a new season of classes, a new product. Add them to the calendar you keep, next to the days here.
Are the dates exact?
Fixed dates are exact. Days that move are shown as a rule, like "Fourth Thursday", and a few as a range. Check the exact date for your year before you plan.
Does the calendar save anything?
No. It is a plain page. Nothing is sent to Postfjord, and the page sets no cookies.
Do the templates in postmail match these moments?
postmail has seasonal templates you can start from. Open the template picker, choose a seasonal one, and change the words and the offer to match your moment.