The Holiday Email Myth
"Your customers are checked out for the rest of the year."
"You just can't get their attention around Christmas and New Years."
Lies. That's not true.
If you're reading this right now, you're the proof. And I'm willing to bet you're reading this because the topic matters to you - not because you have nothing better to do.
The Signal in the Noise
Here's what most companies miss about holiday engagement. The people who open your emails, read your content, and engage with your product during the holidays aren't just random stragglers.
They are your most serious audience.
Think about it. Everyone who's casually interested has already checked out. The holiday noise has filtered them away. What you're left with is a concentrated group of people who care enough about the topic to engage during the most distraction-heavy time of year.
That's not a problem. That's a gift.
Why You Should Lean In, Not Pull Back
Most companies go silent in late December. They assume nobody's paying attention, so they stop communicating. They pause campaigns. They hold content until January.
This is exactly backwards.
When your competitors go quiet, your signal gets louder. The inbox is less crowded. The people who are still engaged are more receptive, not less.
If you think everyone's just out partying and checked out entirely, you'll miss the chance to engage with probably your most serious customers and prospects.
Apply This Beyond the Holidays
This principle extends way beyond December. Any time conventional wisdom says "people aren't paying attention" - summer slowdowns, long weekends, end of quarter - the same dynamic applies.
The crowd thins out. But the people who remain are disproportionately valuable.
Your job isn't to follow the crowd and go silent when everyone else does. Your job is to recognize that lower volume often means higher intent.
The best time to reach your most engaged customers? When everyone else has decided it's not worth trying.
Don't leave that opportunity on the table.
