January and, more importantly, Q1, are high-intent months for certain categories, even when overall consumer confidence is mixed. We sent over 30m emails in January 2026 and generated over 15m engagements for numerous brands using our opt-me-in.com community. We have analysed this campaign engagement data (opens, clicks and conversion rate ) and we’re seeing five sectors outperform in January: boilers & energy switching, home improvement, life insurance, travel, and sales-focused retail. Below, we break down what’s driving the uplift, what messaging is converting, and what marketers should test next.
The Highlights
Energy & boilers: conversion up ~300% (cost-saving intent)
Home improvement: conversion rates doubled (home reset mindset)
Life insurance and finance in general: strong demand from movers, parents, over-50s (protection intent) for life insurance and a dramatic increase in people engaging with re-mortgaging campaigns.
Travel: escape planning peaks (mood + planning behaviour). Both long and short-haul perform.
Sales: discounts drive clicks, but quality staples drive conversions – think Denim, coats and boots.
Why January performs differently: intent beats impulse
If December is impulse-heavy (gifting, urgency, social pressure), January is intent-heavy.
Consumers aren’t just browsing. They’re trying to:
reduce costs
fix practical problems
plan ahead
protect their family
invest in “better” decisions
That’s why the brands winning in January aren’t always the loudest. They’re the most relevant.
1) Boilers & Energy Switching: January’s Hottest Growth Sector
What we’re seeing:
Energy switching and boiler campaigns delivered a record level of engagement in January, with conversion rates increasing by nearly 300% over the last 30 days.
Why it’s happening:
Consumers are still under cost-of-living pressure. In January, people are more likely to act on practical savings, especially anything linked to heating, energy efficiency, and avoiding expensive breakdowns.
What to test (copy + creative):
Lead with monthly savings (not % discounts)
“Fixed price” and “avoid bill shocks” messaging
Straightforward CTAs: Check eligibility / Get quote / Compare in 60 seconds
- Add trustpilot – social proof
Mistakes to avoid:
Overcomplicated forms
Vague claims (“best deals”) with no proof
Generic winter imagery without a clear value proposition
2) Home Improvement: Post-Christmas “Reset Mode” Still Converts
What we’re seeing
Home improvement remains a strong performer in January. People aren’t just scrolling, they’re acting. We’ve seen conversion rates double on brands like Shutterly Fabulous.
Why it’s happening
January brings “home reset” energy. People spend more time indoors, notice problems they ignored in Q4, and start prioritising comfort upgrades (warmth, privacy, aesthetics).
What to test (copy + creative + journey)
Sell the benefit, not the product: “cosier home”, “privacy”, “reduce draughts”
Use “before and after” style creative wherever possible
Keep CTAs direct: Get a quote / Book a measure / See styles
Add reassurance: timelines, installation steps, guarantees
Mistakes to avoid
Generic “sale” messaging without a reason to buy now
Too many options above the fold (choice kills conversion)
Forgetting mobile UX (most of this browsing happens on phones)
3) Life Insurance: A January Winner (With 3 Clear Audiences)
What we’re seeing
Life insurance consistently shines in January. Engagement is strong, and conversion is driven by three high-intent groups:
Recent movers
Parents
Over 50s
Why it’s happening
January is when people do the “adult admin” they avoided all year. With mounting household costs, protecting family finances in the event of the worst remains a powerful driver.
What to test (subject lines + creative + targeting)
Subject line angles that still convert:
“Protect your family financially”
“Cover that fits your life right now”
“Peace of mind, without the hassle”
Creative guidance (this matters):
If you’re targeting over-50s, avoid the cliché of a grey-haired grandparent in an armchair. People don’t see themselves that way. They want imagery that reflects how they feel: active, healthy, living life.
Targeting ideas:
New movers: “you’ve got a new home, now protect it”
Parents: “Protect your children’s future”
Over 50s: “cover that keeps up with your life”
Mistakes to avoid
Over-medicalised messaging that makes people uncomfortable
Imagery that alienates the audience you’re trying to reach
Too much jargon (keep it human and clear)
4) Travel: January Escape Planning Is Real
What we’re seeing
As the weather stays cold and dark, travel engagement climbs. Whether it’s city breaks, cruises, or sunshine escapes, people are actively planning holidays in January.
Why it’s happening
Consumers want something to look forward to. Travel is emotional and aspirational — and January is peak “I need a break” season.
What to test (copy + creative + journey)
Lead with the feeling: escape, reset, sunshine, adventure
Use browse-friendly creative: destinations + “from £X”
Reduce friction: flexible dates, deposits, clear cancellation info
Strong imagery matters more than clever copy here
Mistakes to avoid
Overloading the email with text
Hiding the price point (people need anchors)
Slow landing pages (travel pages can be heavy – optimise speed)
5) Sales: Clicks Are Easy – Conversion Needs Quality
What we’re seeing
Discounts and sales messaging drive huge clicks in January. But the brands truly winning aren’t just shouting “SALE”.
The strongest performance is coming from brands positioned around quality and everyday staples – denim, coats, timeless pieces.
Why it’s happening
Consumers are more cynical about discounts than ever. They want to buy less, but better. “Worth it” beats “cheap”.
What to test (copy + creative + journey)
Position products as “wear on repeat”, “investment pieces”, “built to last”
Keep creative, clea,n and product-led (avoid cluttered banners)
Add confidence signals: delivery, returns, reviews, sizing support
Mistakes to avoid
Training customers to wait for discounts
Optimising for clicks instead of purchases
Making everything look like a clearance bin
What marketers should do next (a simple January playbook)
If you want one strategy that holds across all five categories:
Match your messaging to intent.
January is where relevance beats volume.
Practical actions:
Run campaigns that solve problems (cost, comfort, protection)
Make your offer clear in the first 3 seconds
Use a creative that reflects your audience’s identity
Keep the journey short and mobile-first
FAQs: January marketing trends & consumer intent
What are the best industries to market in January?
Based on engagement trends, top January performers include energy switching, boilers/heating, home improvement, life insurance, travel, and quality-led retail staples.
What are the best industries to market in Q1 – January, February and March?
Home improvement with Bank Holidays on the horizon and a change in the weather. Family-focused brands, think entertainment for school holidays. Travel, both UK stays and last-minute breaks, with Easter in March and change-of-season staples.
Gifting is also key with Valentine’s Day and Mother’s Day – Valentine’s Day tends to be last-minute sends, whereas Mother’s Day requires pre-planning.
Why does life insurance perform well in January?
Consumers are in “reset/admin mode” and more focused on financial planning, protection, and family security.
Do discounts work in January?
Discounts drive clicks, but conversion is stronger when brands focus on value, quality, and everyday essentials rather than aggressive promo noise.
What messaging works best for energy switching and boilers?
Savings-led, certainty-led messaging: lower bills, fixed pricing, efficiency improvements, and simple quote journeys.
What creative works best for over-50s audiences?
Lifestyle imagery that reflects how they see themselves: active, healthy, enjoying life — not stereotypical “elderly” visuals.
Want the January winners applied to your brand?
At esbconnect, we help brands reach and convert engaged consumers through our opted-in community of 17 million UK users – getting messages into inboxes and activating audiences across channels.
If you want to turn January intent into measurable growth, we can help with:
Email us or get in touch if you want a quick “what would work for us?” plan.
