🇹🇭 B2B outreach playbook
Selling into Thailand from Singapore: the B2B outreach playbook
Thailand is a relationship-first B2B market an hour behind Singapore, where courtesy and patience open doors. This playbook is for Singapore-registered teams selling into Thailand.
Thailand at a glance
- Time zone
- Indochina Time, UTC+7, one hour behind Singapore
- Business language
- Thai is the language of business and preferred for warmth; English is common in multinationals and larger Bangkok firms
- Best send windows
- Tue-Thu 9:00-11:00am local (10:00am-12:00pm in Singapore); Tue-Thu 1:30-3:00pm local (2:30-4:00pm in Singapore)
- Data protection law
- PDPA (Personal Data Protection Act B.E. 2562 / 2019)
Why selling into Thailand is different
- Thai is preferred for warmth and trust in most business contexts.
- Politeness and patience matter; a pushy calendar request from a stranger reads as rude rather than confident.
- Songkran in mid April empties offices for most of a week, and royal and Buddhist holidays often bring bridge days announced at short notice.
- Thailand's PDPA has applied in full since 1 June 2022.
When to send, and when not to
Thailand is an hour behind Singapore, so a 10am Singapore send lands at 9am in Bangkok. Songkran in mid April empties offices, and bridge days around royal and Buddhist holidays are often announced at short notice. Skip public holidays does not cover Thailand yet, so narrow the campaign's send days around Songkran and the holidays below.
Public holidays in Thailand in 2026
- Thu 1 Jan New Year's Day
- Fri 2 Jan New Year special holiday
- Tue 3 Mar Makha Bucha Day
- Mon 6 Apr Chakri Day
- Mon 13 Apr to Wed 15 Apr Songkran Festival
- Fri 1 May Labour Day
- Mon 4 May Coronation Day
- Mon 1 Jun Visakha Bucha Day (Monday in lieu of Sun 31 May)
- Wed 3 Jun Queen Suthida's Birthday
- Tue 28 Jul King Vajiralongkorn's Birthday
- Wed 29 Jul Asarnha Bucha Day
- Wed 12 Aug The Queen Mother's Birthday (Mother's Day)
- Tue 13 Oct Navamindra Maharaj Day (King Bhumibol Memorial)
- Fri 23 Oct Chulalongkorn Day
- Mon 7 Dec King Bhumibol's Birthday (Monday in lieu of Sat 5 Dec)
- Thu 10 Dec Constitution Day
- Thu 31 Dec New Year's Eve
Compare send windows and holidays across six markets in the free APAC send-time planner.
Who to search for
Use Khun with the first name in every greeting; it is respectful and gender-neutral, and Thais are addressed by first name rather than surname.
Thai names are long and romanised in more than one way, so search by title and company rather than by name. Managing Director and CEO are the usual titles for the top executive; search both.
People Search covers Thailand, and coverage varies by niche, so check the free match count on your filters before you plan around it.
A first email that fits
Subject
a short introduction from Singapore
Dear Khun {{first_name}}, I hope this finds you well. My name is {{sender_name}}, and I work with [industry] businesses in Thailand on [outcome] from our office in Singapore. If it would be helpful, I would be happy to send a brief overview for you to review at your convenience, and to arrange a call only if it seems relevant. With thanks for your consideration, {{sender_name}}
Courteous, unhurried and easy to decline. Offer information first and let the buyer choose the next step. More adapted first touches and follow-ups are in the APAC cold email templates.
Data protection: PDPA (Personal Data Protection Act B.E. 2562 / 2019)
Thailand's PDPA has applied in full since 1 June 2022 and governs personal data processing with consent, lawful-basis and data-subject rights obligations. Provide clear opt-outs; HuntSales manages suppression and unsubscribes for you.
Sources
General information, not legal advice. Confirm your obligations with a qualified advisor.
Local playbook
Frequently asked
Does HuntSales have Thai B2B contacts?
Thailand is one of the countries in People Search, and coverage varies by niche, so check the free match count on your filters before you plan around it. You can also import your own list.
What is the right tone for outreach in Thailand?
Courteous, warm, and patient. The AI copilot can help you keep the tone respectful while staying clear and concise.
When should I email Thai prospects?
Tuesday to Thursday, 9 to 11am or 1:30 to 3pm Bangkok time, which is 10am to noon and 2:30 to 4pm in Singapore. Set the campaign to Bangkok time so the window follows the recipient.
Does Skip public holidays cover Thailand?
Not yet. The setting covers Singapore, Malaysia, Indonesia and Philippine time zones. For a campaign on Bangkok time, take Songkran and the other Thai holidays out of the send days by hand.
Outreach into Thailand, run from Singapore
Add Thai prospects from People Search, send from your own mailbox, and manage every reply in one pipeline. Free for registered businesses: sign-up asks for your company's UEN, or its company registration number if it is registered outside Singapore.
Start freeNot sure of your UEN? Look it up free.
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