Timing Your Outreach

The same message sent at different times produces vastly different results.

Right timing: "This is exactly what I need right now!" → High engagement

Wrong timing: "Not interested" or no response → Wasted effort

Catchlight helps you identify optimal timing through life events, milestones, and behavioral signals.

Why this window: Settled into new role but 401(k) rollover and benefits decisions still fresh

Too early (first 30 days): Overwhelmed with new job, not focused on financial planning Optimal (30-90 days): Situated, ready to handle rollover and benefits Too late (6+ months): Rollover forgotten, benefits already enrolled, opportunity passed

Message focus: "Congratulations on [Company]! This is the ideal time to review your 401(k) rollover options and optimize your new benefits package."

Why this window: Past honeymoon/settling period, before procrastination sets in

Too early (first 30 days): Still in honeymoon phase, not focused on financial tasks Optimal (2-6 months): Ready to tackle practical matters like beneficiaries, estate planning Too late (12+ months): Urgency faded, may have already addressed or forgotten

Message focus: "Congratulations on your marriage! This is an important time to coordinate financial plans, update beneficiaries, and ensure protection strategies are aligned."

Why this window: Sleep-deprived fog lifting, ready to think about protection and planning

Too early (first 8 weeks): Survival mode, exhausted, overwhelmed Optimal (3-6 months): Settling into routine, ready to plan for baby's future Too late (12+ months): Procrastinated so long it's less urgent

Message focus: "Congratulations on your new addition! When you're ready, let's discuss life insurance, estate planning for guardianship, and starting education savings."

Why this window: Catch-up contributions apply to entire year; early planning maximizes benefit

Too early (prior year): Not yet eligible Optimal (Q1 of year turning 50): Maximize catch-up for entire year Too late (Q4): Lost most of year's catch-up opportunity

Message focus: "You're eligible for catch-up contributions this year! Let's maximize your $7,500 401(k) and $1,000 IRA catch-up opportunities."

Why this window: Critical enrollment deadlines with permanent penalties for missing

Too early (18+ months): Too far out, they'll forget Optimal (12-6 months before): Time to educate, decide, enroll properly Too late (within 3 months): Rushed decision, may miss enrollment window

Critical: Medicare Initial Enrollment Period is 3 months before through 3 months after birth month. Missing it causes lifelong penalties.

Message focus: "Medicare enrollment is approaching. We should start planning now to avoid costly penalties and ensure you choose the right coverage."

Why this window: Time to plan first RMD strategy, understand QCD options

Too early (2+ years): Not yet urgent Optimal (12 months before age 73): Plan year-end RMD, explore QCD strategies Too late (after turning 73): Scrambling to avoid 50% penalty

Message focus: "Required Minimum Distributions begin next year. Let's plan your distribution strategy now and explore Qualified Charitable Distributions if you're charitably inclined."

Why this window: Time for comprehensive planning without last-minute rush

Too early (5+ years): Plans change too much, premature Optimal (2-3 years): Concrete timeline, actionable planning Too late (6 months): Rushed decisions, limited optimization

Message focus: "With retirement approaching in 2-3 years, now is the time for comprehensive distribution planning, Social Security analysis, and Medicare preparation."

Why this window: Settled in, cash flow adjusted, ready for planning review

Too early (first 60 days): Still moving, unpacking, adjusting Optimal (3-6 months): Routine established, ready to optimize Too late (12+ months): Adjustments already made without planning

Message focus: "After a major purchase like a home, it's wise to review your financial plan to ensure everything is optimized for your new situation."

Age 50: Catch-up contributions (contact Q1) Age 55: Rule of 55 if considering early retirement (contact at 54) Age 59½: Penalty-free distributions (contact at 59) Age 62: Social Security early eligibility (contact at 61) Age 65: Medicare (contact 12 months prior) Age 67: Full Retirement Age (contact at 66) Age 70: Max Social Security (contact at 69) Age 73: RMDs (contact at 72)

Set up birthday-based alerts in dashboard for automatic identification.

Mindset: Goal-setting, fresh starts, resolutions Best for: Comprehensive planning conversations, retirement goal reviews, year-ahead tax planning Catch-up contributions: Time-sensitive for those turning 50

Mindset: Tax-aware, focused on deductions and savings Best for: Tax planning, IRA contributions (April 15 deadline), tax-loss harvesting reviews Avoid: Tax professionals are slammed; CPAs won't engage

Mindset: Taxes done, ready to think ahead Best for: Mid-year check-ins, Roth conversion planning, education funding before school year

Mindset: Vacations, relaxed, less responsive Best for: Low-priority nurture campaigns, event invitations for fall Avoid: Expecting quick responses or urgent decisions

Mindset: Re-engaged, focused, productive Best for: Year-end planning prep, events and workshops, re-engagement campaigns Education focus: College planning timely with school year starting

Mindset: Tax planning urgency, charitable giving, year-end to-dos Best for: Year-end tax strategies, charitable giving (QCDs, donor-advised funds), RMD reminders Avoid: New relationship building (too busy with year-end tasks)

Best days: Tuesday, Wednesday, Thursday Best times:

Worst days: Monday (inbox overload), Friday (weekend mindset) Worst times: 11 AM-1 PM (lunch), after 8 PM (intrusive)

Test your audience: B2B vs. B2C, industry patterns vary

Best times:

Avoid:

Best times: Tuesday-Thursday, 8-10 AM Why: Professional platform, checked during work hours

To warm leads: Within 24 hours (ideally same day) To inquiries: Within 2 hours during business hours (if possible) Why: Speed signals professionalism and interest

After initial email with no response:

Don't: Email daily or pester (damages brand)

After meeting:

Example 5-touch sequence over 4 weeks:

Touch 1 (Day 0): Initial personalized email Touch 2 (Day 4): LinkedIn connection request Touch 3 (Day 10): Value-add email (article, resource) Touch 4 (Day 18): Event invitation or educational content Touch 5 (Day 28): Final attempt with different angle

Then: Move to quarterly nurture if no response

High Catchlight Score (80+):

Medium Score (60-79):

Low Score (40-59):

Match effort to likelihood of engagement.

Avoid outreach during:

Patience and sensitivity matter more than timing optimization.

Track metrics by timing:

Optimize based on your data, not just best practices.