The holidays are typically downplayed or occasionally ignored by B2B marketers, according to BtoB Magazine. However, instead of remaining stagnant, marketers should consider how they can help customers meet their end-of-year business goals.

"The holidays are a good time to engage with customers whether you are B2B or B2C," explains Sara Ezrin, senior director of strategic services at Experian CheetahMail, as quoted by the news source.

For example, marketers should recognize that the holidays bring an uptick in email volume, and should adapt accordingly. Ezrin explained that Experian data through October 6 revealed a 17.5 percent increase in overall email volume – on par with its projections of a 15 to 20 percent rise. This fact makes it difficult for marketers to reach end users because they're likely being bombarded with mail.

However, marketers can avoid the rush – which typically takes place before 9 a.m. – by sending materials later in the day.

"We see a 15 percent increase in open and click-through rates if messages are deployed between noon and 8 p.m.," Ezrin added.

All Things Digital points out that offer-based emails, a popular form of digital mail during the holiday season, can be enhanced further with links to social media or mobile-specific options such as QR codes.  

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