Maximizing Outreach Success: Strategies Informed by Out-of-Office Data
By Matt Balaschi, Vice President, Sales at ZoomInfo
The dog days of summer bring plenty of drudgery, and not just because it’s hot. You’ve probably noticed that every campaign or outreach effort brings a flood of out-of-office (OOO) responses during the summer.
In the realm of professional communication, timing is everything. Whether you’re in sales and marketing, or just looking for your emails to be read and responded to, understanding the patterns of OOO replies can help you deploy smarter outreach strategies for better engagement and more effective results.
As we move out of summer and head back into fall, let’s look at the best times of the year to attempt to make contact. The data research team at ZoomInfo recently analyzed millions of emails to explore seasonal trends in OOO reply rates. Here are the results, along with strategies to improve your outreach timing, and optimize the overall effectiveness of your messaging.
New Year, New OOO Obstacles
While there are a few lingering OOO messages the first few days of January, OOO reply rates dip to their lowest point the second week of the year, and remain low until late February and early March.
The beginning of the year is a prime time for setting meetings and making connections, as most folks are back from the holidays and return to work with renewed focus.
However, as March approaches, be aware that OOO rates begin to trend upward. Front-load your outreach efforts in January and February so you don’t miss your best chance to connect. Prioritize your most important communications early in Q1 to ensure folks are available to engage before the OOO messages increase.
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Spring Sprint
There’s a noticeable spike in OOO replies during the first two weeks of April, with another surge around late May, coinciding with Memorial Day and the unofficial start of Summer in the U.S.
Spring can be a challenging time for outreach due to these spikes in unavailability. Consider breaking your spring strategy into two phases. In early April, focus on nurturing relationships rather than making direct requests. Use this time to offer value through thought leadership or educational content. Then as May approaches, shift your strategy to more direct outreach, capitalizing on the brief window before Memorial Day when recipients are more likely to be responsive.
Summer Brings Vacations and Variability
The summer months bring elevated OOO rates as people take time off for vacations, particularly around July 4 in the U.S. There’s also a small OOO uptick in late July and early August, so be aware of these peaks and valleys.
Summer presents a unique challenge due to the unpredictable nature of OOO replies. During these months, it’s important to manage expectations and adjust your strategy accordingly. Focus on maintaining relationships and keeping your brand top-of-mind, rather than pushing for immediate responses. Consider using this time to gather insights, build rapport, and prepare for a stronger push in the fall.
Fall is The Optimal Outreach Window
OOO rates drop significantly in September, and remain low and steady throughout into November, with only a slight rise in early October.
This is the most opportune time for outreach because of the stability these months bring. With fewer people on vacation, recipients are more likely to be engaged and focused.
Use this period to schedule high-impact meetings, close the loop on important discussions, and push through any end-of-year goals. Consider launching targeted campaigns in September and October, taking advantage of the heightened availability before the holiday season kicks in.
Holiday Hustle and Hiatus
As expected, OOO rates spike during the holiday season, with the highest rates seen around Thanksgiving in late November and the last week of December.
The holiday season requires careful planning to avoid wasted efforts and resources. Instead of pushing for new deals or initiatives, focus on planning and setting the stage for the new year. This could involve preparing nurturing campaigns, setting up follow-up sequences to launch in January, or focusing on relationship management and retention. These activities ensure that your pipeline remains active and ready to convert when folks return from their holidays.
Takeaways
Aligning your outreach strategies with seasonal OOO patterns can increase your chances of connecting with folks when they’re most available. But this is just the first step.
Delivering the right message, one that’s tailored, personal, and resonates with your recipients’ needs, is the next challenging step.
