Timing of your cold outreach activities
So, is the beginning of the year truly better than the end for email campaigns? And how can you strategically plan your campaigns throughout the year to achieve the results you’re aiming for? Let’s dive into it.
The beginning of the year for many companies is a time of spreading wings.
The holiday season allows us to recharge, while January 1st often fills us with motivation to achieve more—scale our actions, explore new opportunities, and attract new clients. On the other hand, for some people this is a hard time coming back to the work schedule after longer holidays and being overwhelmed with so many tasks that needed to be done yesterday ;)
While there’s no "good" or "bad" time for a campaign, the truth is that certain periods can perform better than others. This depends on factors such as industry, culture, country. The key lies in identifying the optimal time for your business.
Start by asking yourself: When are my potential clients most likely to need my services? What unique value can I offer them at this time?
It’s also important to remember that cold outreach is a long-term strategy. It complements your efforts and brings results over time, rather than immediately.
Planning - is it necessary or should you go with the flow?
The year is divided into 12 months, but some are undoubtedly busier than others. For instance, during the summer months, many industries find it challenging to connect with key contacts due to the holiday season. Similarly, the beginning and the end of the year are often reserved for planning and budgeting, with decisions still pending. Add to this a few long weekends, spring breaks, and the holiday season at the year’s end, and you’re left with limited windows to engage potential clients.
It’s easy to find excuses for delaying action. However, effective planning requires asking a crucial question: When do my potential clients need my services the most?
CASE STUDY 1 - Company from Transport and Logistics industry
Approached industry: Manufacturers, Farming
Lesson: Plan ahead if you can
At Open Rate, we worked with a transportation company that offered various logistics services. One of their target audiences was companies producing apples, plums, and other fruit. Their initial approach involved reaching out via cold calls and emails in August and September. However, they quickly realized it was too late—transportation contracts had already been signed. The lesson? To secure deals, they needed to start their outreach earlier in the year.
Case Study 2 - Cybersecurity company
Approached industry: Finances institutions
Lesson: Be aware of any upcoming regulations that may help you build intrest
In another instance, Open Rate partnered with a company offering legally required solutions for businesses affected by upcoming regulations. Their prospects were already aware of the topic's urgency, making it a compelling conversation starter. As a result, we successfully scheduled numerous introductory meetings.
Key ideas about timing:
Often, we blame lack of results on poor content or not good enough subject lines—and while these factors matter, timing can play an equally critical role. Your prospects might simply receive your message at the wrong time.
During the year:
- End of Quarter/Year:some text
- Prospects may have a budget left to allocate or be more open to solutions that align with annual goals.
- Decision-making can speed up to meet deadlines.
- Start of Quarter/Year:some text
- Businesses often plan new initiatives and may be exploring new vendors or solutions.
- Great time to position yourself as part of their fresh strategy.
Industry-Specific Seasons for Outreach Campaigns
- Retail: Pre-sales periods for seasonal launches (e.g., spring/summer or fall/winter collections), before Black Friday, Cyber Monday, Christmas
- Education: Avoid the holiday break - June-August
- B2B Tech: Start and end of quarters when budgets are being allocated or finalized.
- Hospitality and Tourism: Pre-Holiday Planning: Spring (before summer vacations) and fall (before holiday season).
- Construction and Real Estate: Warmer months (spring and summer) when projects are more active.
- Manufacturing and Supply Chain: Trade Shows: Timing campaigns around industry exhibitions or expos.
- Legal and Professional Services: Regulatory Deadlines: Campaigns tied to compliance updates or filing requirements.
So to sum it up: Experiment and stay persistent - Run A/B tests to identify what resonates best with your audience, and be patient.
Cold outreach is more of a marathon than a sprint—it often takes time to discover the approach that works for you.
