When ad costs spike in Q4, most marketers cut spending. Instead, email your list more. Your audience is already yours, the channel doesn't get pricier, and one client generated consistent revenue just by showing up in inboxes while competitors went quiet.
Q4 gets expensive. CPMs go up, CPAs get ugly, and everybody is fighting for the same attention. What most advertisers do when that happens is pull back. They slow down their ad spend, get cautious, and basically try to wait it out. But the move I think more people should make is actually the opposite somewhere else: email more. Because when ad costs go up, email does not suddenly get more expensive. You already paid to get those subscribers. They're already in your world. They already know who you are. That's why I like leaning on email harder in Q4. A while back, I asked a client. Client how much he'd been emailing his list, and his answer was basically not at all. And that's the part that always surprises me, because every time I send an email, it usually makes money. Not because I'm doing anything magical, mostly just because I'm showing up. And when other people are staying quiet, that matters more than they realize. The math is usually better than people think.
