Summer is typically the slowest season for many professional services firms. Tax season is a distant memory. Business owners are on vacation. Decision-making slows down. If you run an accounting firm, law practice, financial advisory, or consulting business in San Antonio, the summer slump is real…but it does not have to define your Q3.
Email marketing is the perfect tool for staying connected with clients and prospects during the quiet months, without spending a fortune. For more on staying top of mind year-round, our local SEO guide for professional services in summer and Q4 content marketing for holiday prep cover the seasons ahead.
The Summer Newsletter That People Actually Read
Most professional services newsletters are boring. I am sorry, but it is true. A four-paragraph update about regulatory changes, written in dense legalese, goes straight to the trash.
Here is a better approach for your summer email:
Lead with something useful and seasonal. “3 Things San Antonio Business Owners Should Do Before Taking a Summer Vacation”…this is practical, timely, and relevant. Topics might include delegating key decisions, setting up out-of-office client communication, or reviewing insurance coverage before extended travel.
Keep it short. Three hundred words max for the main content. Link to your website for anyone who wants to dig deeper.
Add a personal touch. Share a quick note about what your team is doing this summer…a community event you attended, a staff outing to the San Antonio Riverwalk, a team member’s accomplishment. People hire people, not firms. For more on building personal connections through your marketing, our customer retention guide for professional services covers relationship-building strategies. Our local SEO mid-year review for professional services and Q4 content marketing guide will help you stay visible all year.
The “While You Were Away” Follow-Up
Clients come back from summer vacations and immediately get swamped catching up. Be the proactive advisor who makes their life easier. Send an email in late July or early August:
“Welcome back from summer. Here’s what happened while you were away that might affect your business.”
Summarize two or three relevant developments…new tax guidelines, regulatory changes, market shifts, or industry news. Then offer to set up a quick call to discuss how it applies to them.
This positions you as the advisor who is always looking out for their interests, even when they are not paying attention.
Re-Engage Dormant Prospects
Summer is a great time to reach out to prospects who went cold. They inquired about your services months ago but never pulled the trigger. A low-pressure email can reopen the conversation:
“Hi [name], we spoke back in [month] about [their need]. I wanted to check in and see if that’s still on your radar. I have some availability in August and would love to help if the timing is better now.”
No hard sell. No urgency tactics. Just a genuine, human follow-up. You would be surprised how many people respond to these with “Actually, yes…let’s talk.”
Automate the Basics
If you are still sending every email manually, it is time to set up some automation. Most email platforms (Mailchimp, ActiveCampaign, HubSpot) let you create automated sequences:
- Welcome sequence for new email subscribers: three emails over two weeks introducing your firm and sharing your best content.
- Client anniversary email: “It’s been one year since we started working together. Thank you for trusting us.”
- Birthday email with a personal note.
Set these up once and they run forever. Meanwhile, your firm stays top of mind without you lifting a finger.
Summer Is for Building
The professional services firms in San Antonio that thrive year-round are the ones that use slow months to nurture relationships and plant seeds for fall business. Email marketing makes that possible, affordable, and scalable.
For free email templates and professional services marketing guides, visit https://gift.growmysmallbusiness.com/.