Marketers should not pause consistent activities like newsletters or social posts for holidays. Sticking to a regular schedule builds audience habits. A slight dip in open rates is less important than breaking the cadence you've established with your audience who may have more time to consume content.
Sending emails on holidays generates numerous "out-of-office" replies that often contain alternate contacts. This data can be extracted with AI tools and used for retargeting or as new leads for the sales team, providing a valuable source of contacts within target accounts.
LinkedIn's algorithm has shifted. Initial engagement is no longer the sole predictor of a post's success. Content can now gain significant traction 24-48 hours later as it's served to new, interest-based audiences, making consistent posting on off-days or holidays more viable than before.
Instead of generic holiday greetings, create content that acknowledges what your audience is likely doing. An email with a subject line like "The barbecue is boring" connects with people's actual experience, making them more likely to open and engage because it feels relevant and timely.
The psychological benefit of maintaining a consistent posting habit can outweigh the potential for lower engagement on a holiday. Skipping one day makes it easier to skip another, leading to a breakdown in cadence. Posting, even if performance is low, reinforces the discipline required for long-term content success.