January 2026
Building Momentum: Re-Engaging Customers After the Holiday Lull
The start of the year often comes with a noticeable slowdown. After the rush of the holidays, many customers disengage, inboxes quieten, and purchasing decisions pause. This does not mean interest is gone, it simply means expectations have shifted.
Rather than jumping straight back into heavy promotions, this period is best used to gently reintroduce your brand, rebuild relevance, and create momentum that carries into the months ahead. A thoughtful re-engagement strategy focuses on value, timing, and personalisation, meeting customers where they are rather than pushing them before they are ready.
Why the Post-Holiday Period Matters
Customers often experience fatigue after peak seasons. They have seen countless offers, made multiple purchases, and are reassessing priorities. This makes early-year engagement less about urgency and more about trust.
Handled well, this period can strengthen relationships and set the tone for the rest of the year. Handled poorly, it risks unsubscribes, disengagement, or being ignored altogether. The goal is to remind customers why your brand matters, without overwhelming them.
Soft Re-Engagement Campaigns That Rebuild Interest
Soft re-engagement focuses on restarting the conversation rather than forcing action. These campaigns are designed to feel helpful and relevant, not sales-driven.
Effective approaches include:
- Check-in emails that acknowledge the new year and reset expectations
- Educational or inspirational content related to customer interests
- Updates that highlight improvements, new features, or upcoming value
This type of outreach lowers the barrier to engagement and makes it easier for customers to reconnect on their own terms.
Prioritising Personalised Content Over Discounts
Discounts can be tempting, but relying on them too early can reduce perceived value and train customers to wait for offers. Personalised content, on the other hand, reinforces relevance and builds long-term engagement.
Use customer data to tailor messaging based on:
- Previous purchases or interactions
- Content preferences
- Lifecycle stage or engagement history
A customer who previously engaged with guides or tutorials may respond better to helpful content, while a loyal customer may appreciate early access or exclusive updates. Personalisation shows customers that your communication is intentional, not generic.
Using Behaviour-Based Triggers to Guide Timing
Timing is just as important as messaging. Behaviour-based triggers allow you to respond to customer actions rather than relying on fixed schedules.
Examples include:
- Sending follow-ups when a customer revisits your website
- Triggering content based on email opens or clicks
- Adjusting messaging when engagement drops or increases
This approach keeps communication relevant and prevents over-messaging, ensuring customers only hear from you when it makes sense.
Reintroducing Value and Relevance
Re-engagement is an opportunity to remind customers what they gain from staying connected. This is less about features and more about outcomes.
Focus on:
- How your product or service fits into their goals this year
- Problems you help solve consistently
- Value they may have overlooked or forgotten
Clear, benefit-driven messaging helps customers reconnect with your brand in a meaningful way, creating momentum that supports future campaigns.
Building Momentum Without Pressure
The post-holiday lull is not a gap to be filled with noise. It is a strategic moment to reset, reconnect, and rebuild engagement gradually. By focusing on relevance, behaviour, and value, businesses can move customers from quiet to engaged without friction.
This steady approach creates a stronger foundation for campaigns later in the year, when attention and intent naturally increase.
If you are looking to give your team the tools to build smarter re-engagement journeys themselves, Lunar CRM designs bespoke systems that make personalised, well-timed communication easier to manage and scale. Get in touch to learn more.