January is a reset month, not a slow one. Learn how to thoughtfully re-engage buyers, use value-driven messaging, and build Q1 momentum without resorting to hard sells.
What are buyers really thinking after the holidays?
January has a reputation problem. Some teams assume buyers are checked out, while others wait for things to pick back up. But the truth is, decision-makers are back at their desks, coffee in hand, ready to tackle what they put off in December. This is not a slow month—it's a reset month.
December is full of polite delays: “Let’s revisit in January.” “Circle back after the holidays.” “We’ll reconnect in the new year.” January is when those placeholders turn into real decisions.
What are buyers doing? Reviewing budgets, reassessing vendors, prioritizing problems that didn’t go away, and looking for clarity and direction.
If your brand shows up thoughtfully during this window, you’ll earn their attention.
Why is January the best time for re-engagement?
Post-holiday engagement works because the context has changed. You’re no longer competing with year-end chaos. Instead, you’re entering conversations when focus is higher and urgency is real.
What can you do in January? Re-engage warm leads, reintroduce value to silent prospects, reset the relationship tone with helpful insights, and move stalled opportunities forward.
The goal isn’t to close immediately. It’s to reopen the conversation in a way that feels natural and relevant.
"January is when buyers are ready to act. Show up with value, not pressure, and you'll build trust that lasts all year."
— RB Consulting Agency
How can you retarget buyers without being pushy?
January retargeting should feel like a reminder, not a megaphone. This is the moment for light, value-based messaging, thought leadership content, and educational insights tied to common Q1 challenges.
What should you avoid? Hard sells. You’re not chasing attention—you’re earning it. Good retargeting answers the question buyers are already asking: “Is now the right time to revisit this?”
What makes January email sequencing effective?
Your January email strategy should sound like a human, not a follow-up robot. Effective re-engagement emails acknowledge timing (“Now that the year is underway…”), offer insight instead of urgency, and provide a reason to reconnect beyond “just checking in.”
What’s the right approach? Think less “Are you ready to buy?” and more “Here’s something that might help as you plan.” Clarity builds trust, and trust reopens conversations.
How should your messaging meet buyers where they are?
January messaging should reflect reality, not just “new year, new me” buzz. What resonates now is planning support, prioritization guidance, insight into what to focus on (and what to pause), and confidence without pressure.
What’s the tone? This is the season for thoughtful leadership, not overly salesy marketing.
How do you measure post-holiday engagement?
Success in January isn’t always about immediate conversion. Look for increased engagement and replies, deeper content consumption, restarted conversations, and warmer sales discussions.
What matters most? Momentum. January is about setting up Q1 wins, not forcing them in week one.
Frequently Asked Questions
Why is January a good time to re-engage buyers?
Decision-makers are back at work, focused on priorities they postponed in December, making them more receptive to thoughtful outreach.
How can I avoid being too salesy in January?
Lead with value, insights, and support instead of pressure. Focus on helping buyers plan and prioritize, not just closing deals.
What types of content work best for post-holiday engagement?
Thought leadership, educational resources, and messaging that addresses Q1 challenges are most effective.
How do I measure success in January outreach?
Track engagement rates, replies, content consumption, and the number of restarted conversations rather than just immediate sales.
Should I change my email strategy after the holidays?
Yes. Acknowledge the new year, offer helpful insights, and provide reasons to reconnect that go beyond a generic check-in.
What mistakes should I avoid in January re-engagement?
Avoid aggressive sales tactics and generic messaging. Focus on relevance, timing, and genuine support.
How can RB Consulting Agency help with re-engagement?
We help you design authentic, effective strategies to reconnect with buyers and build momentum for Q1.
Ready to re-engage buyers with confidence instead of pressure? Grab some time here.
Rebecca Bormann
About the Author
Rebecca Bormann is the Founder and CEO of RB Consulting Agency, a strategic marketing and business development firm that empowers organizations to clarify their brand, elevate visibility, and accelerate growth.
With over 20 years of leadership experience in sales and marketing, Rebecca blends emotional intelligence with data-driven strategy to help clients connect authentically with their audiences, align marketing and business objectives, and build sustainable pipelines for growth.
Under her leadership, RB Consulting serves clients across Indiana and nationwide in sectors including technology, professional services, healthcare, education, retail, and nonprofit. Guided by its core philosophy—People First. Strategy Always. Success Together.—the agency is recognized for its people-centered, data-informed approach that transforms brand presence into measurable business results.
Rebecca’s leadership and impact have earned numerous honors, including 2025 NAWBO Women Business Owner of the Year, Indianapolis Business Journal’s Women of Influence (2022), Hope Magazine’s Hope 25 Honoree (2022), AOTMP® Insights Women in Tech DEI Advocate (2022), and Junior Achievement’s Indy’s Best & Brightest Finalist (2020, 2021).
She holds Executive Education Certificates in Business Strategy, Financial Management, and Marketing & Sales from Indiana University’s Kelley School of Business, along with a Bachelor’s Degree in Management and a Certificate in Communications from Indiana Wesleyan University.
RB Consulting Agency is certified as both a Women Business Enterprise (CWBE) by NAWBO and a Women-Owned Business (WBE) by the Indiana Department of Administration.
