Timing the perfect B2B Christmas Email Campaign

The success of a B2B Christmas Email Campaign could be all in the timing

Email marketing campaigns for Christmas are usually on every B2B company’s marketing to-do list. It can be a great way to show your appreciation to customers, to get some pre-Christmas sales, or to line up some leads for the New Year.

When we’re working with clients on their Christmas campaigns, the same questions always come up. What should we say? When should we send it? Should we offer them something?

There can be a lot of pressure to get the message right for your Christmas campaign, particularly as people are so busy towards the end of the year, making it harder to catch their attention. Email Campaigns for Christmas time can be made simpler by thinking about the timing of your campaign. This can have more of an impact on the outcome than any other element.

Timing the perfect b2b christmas email campaign

No time is going to suit everyone on your email list, but it’s important to hit the majority at a time when they are going to be most reactive. It all depends on the nature of your business, the work schedules of your target market and the goal of the email.

Who are you targeting?

What does your business do, and who are you targeting? If you are targeting business owners of companies who can make use of your service over Christmas, it’s probably best to get in there at the beginning of December. If you offer a more expensive service or product that would take time to consider, aiming for a little closer to Christmas might be a good move, that way you are in their mind as they are thinking ahead for 2017.

What are their habits?

What kind of job does your target market do? Are they at their desk all day? Are they always on the go? Do they work 9 to 5? Do they commute by train or drive to work? Believe it or not, these things can make a difference when it comes to how your email is received and how the recipient reacts to it. Most of all, it has an impact on when and where they are going to read your email. Once you are aware of your target market’s habits, you can  craft your email to appeal to them and set it to be sent at a suitable time.

What are your goals?

What is the objective of the email? Is it just to say “remember us”? Perhaps you are trying to line up some leads for 2017, or maybe you are looking for an active sale of the back of the email. If your objective is in line with the latter two goals, the time of day you send you email is essential; there is no point sending an email at 11 in the morning when your target is probably not in a position to make decisions. If you are just reaching out to your audience to wish them a Merry Christmas, any time of the day will work.

Once all of these things are considered you can develop content that suits your audience and ensure that it is scheduled for the optimal time; the time that is most likely going to generate the most desired actions from your target list.

If one thing is for definite, it’s that you need to start planning your Christmas Email Campaign immediately. If you leave it until the last minute, you will rush and will most likely not take due care when considering your audience’s habits and suitable times to send. If you need assistance with any marketing campaigns, contact Emarkable for a free consultation.

Claire Kane

Claire Kane

A creative-thinking inbound marketer with a passion for generating strong, tailored online branding for businesses through imaginative, customised content.