The two best times to engage B2B buyers are over the weekend and at the beginning of January, complementary research reports recently revealed.
The two reports — one conducted by ZoomInfo and the other by DesignRush — revealed the fluctuations in B2B buying behaviors, with a focus on the optimal time of the week to reach out as well as the most likely times marketers would receive an out-of-office (OOO) reply.
Targeting Outreach Seasonally
Just like the weather — if you’re lucky enough to live in a locale that experiences changing seasons — OOO reply rates varied throughout the year. To set the scene for OOO reply rates, go-to-market platform ZoomInfo’s research team analyzed millions of emails sent globally by their colleagues in 2023 and the rates at which they received OOO replies from their intended recipients. With a yearly median OOO rate of 2.7%:
Winter Is The Optimal Time For Outreach
The best time to connect with prospects, customers and colleagues via email is during the winter months, specifically right after the new year. OOO reply rates dropped to 1.1% in the second week of January, while the winter stretch — spanning mid-January to mid-March — cumulatively saw an OOO reply rate of 1.8%.
However, there’s a dramatic turnaround in OOO reply rates between the last week of December and the first week of January: OOO surged to 6.1% during the week of Christmas and then plummeted to those low rates seen in the first week of January.
The drastic change in OOO reply rates around the holidays is likely driven by personal and professional rhythms. Leading up to the holidays, many people take extended time off to recharge, attend holiday events or spend time with loved ones, which explains the higher OOO rates. Once the new year hits, there’s a collective shift in focus — people return to work, eager to catch up on tasks, set new goals and get a fresh start.
Spring Sees OOO Spikes Throughout March & April
The transition from March to April sees OOO rates of 2.8%, while late April dropped to about 1.9%. However, rates do spike again toward the end of May, as OOO reply rates jump back up to 2.7% right around Memorial Day Weekend.
Early in the season, people are often taking advantage of spring break vacations or sneaking in a last-minute getaway, leading to a noticeable increase in out-of-office replies. As the weeks progress and everyone settles back into their routines, those OOO responses tend to decrease. But just when it seems like things are back to normal, Memorial Day Weekend arrives, ushering in a fresh wave of out-of-office messages as people take time off to kick off summer festivities.
Summer Cumulatively Features The Most Bounce-Backs
Predictably, the summer months were the most difficult time to connect with prospects, as out-of-office rates were fairly above average — 3.0%. However, the week of the Fourth of July had an OOO rate of 4.1%.
June to August is peak time for travel, as people take full advantage of warm weather and long weekends, making it tough to get a quick response. It’s no surprise, then, that the Fourth of July tends to spike those OOO replies even higher. Whether it’s beach trips, family barbecues or fireworks shows, summer has a way of pulling everyone away from their inboxes.
Fall OOO Rates Drop After August, Rise In October
The fall stretch from mid-September to mid-November saw a steady 2.4% OOO reply rate, with ZoomInfo’s analysis showing a striking drop in OOO rates after August. There’s a slight rise in early October, but generally steady and lower rates hold throughout the fall as buyers push through their projects with an eye on the holidays.
Consider Shifting From Weekday To Weekend Outreach
With the established baseline of OOO rates in place, it’s time to analyze the impact of weekend versus weekday OOO rates. While weekdays were traditionally a prime time for B2B engagement, new research indicated it might be wise to prioritize weekend engagement instead. According to a new survey by DesignRush, there was a 23% surge in B2B weekend traffic — signaling a fundamental shift in buyer behavior.
The study — which analyzed 950,000 U.S.-based search queries across key B2B transactional pages — found consistent weekday traffic between 15% and 20% but highlighted a significant rise in weekend traffic, particularly in the Spring and Summer of 2024. Saturday and Sunday engagement grew steadily, with Summer 2024 showing the highest levels of weekend traffic.
Additionally, the report found that weekend browsing sessions are longer and generate higher conversion rates, as visitors were more likely to fill out forms, download resources and explore deeper into the content.