The Optimal Time To Connect Via Email, Revealed: ZoomInfo Research

The best time to connect with prospects, customers and colleagues via email is during the winter months, specifically right after the new year. New research revealed that out-of-office (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%.

The findings were revealed in a new survey conducted by go-to-market platform ZoomInfo’s research team, who analyzed millions of emails sent globally by their colleagues in 2023 and the rates at which they received OOO replies from their intended recipients. In addition to winter response rates:

• The fall stretch from mid-September to mid-November saw a 2.4% OOO reply rate;
• The week of Christmas had the highest OOO reply rate at 6.8%, followed by Fourth of July week at 4.1%;
• The summer months of June to August saw an OOO reply rate around 3.0%; and
• The median OOO rate for the year was 2.7%.

“Understanding these OOO trends can help sellers and marketers optimize sales outreach strategies throughout the year,” wrote Vivian Tejeda, in a blog post on the ZoomInfo website. “Aligning your efforts with these patterns will improve your timing and increase your response rates — and maybe help you plan your own vacation.”