The holiday season sneaks up fast. One moment, it’s early autumn, and the next, you open your inbox, which is filled with Christmas countdowns and sale ads for Black Friday deals. For businesses, this is one of the most significant times of the year to get noticed—and, more importantly, to connect. An in-time, well-considered email can mean the difference between a sale and getting lost in the shuffle.
The trouble with connecting with your customers at this time is that everyone is sending emails. Shoppers are overwhelmed with all types of (competing) offers, and their attention spans are pretty much gone.
It’s not about being flashy. It’s about knowing your audience, reaching them at the right time, and offering what matters to them. People don’t want a typical ad from your store. They want something useful for their holiday prep, tips, or ideas that make the process easier and more enjoyable.
Salesforce reports that email marketing alone influences nearly 23% of holiday revenue. This means that every campaign you create is much more than noise—it’s a revenue opportunity. Don’t wait until December—audiences will start looking in their inboxes for holiday deals in late October. An early bird email can set the stage for the entire season!
Also, it is not always about great big sales or catchy subject lines. A warm note can leave a big impression. Personal touches matter, too. Holidays can be chaotic, emotional, and even miraculous. Your email should feel more like a friendly chat, not a stiff campaign!
Take into account the pointers from this article in our Blog for a successful email marketing strategy during the holidays.
A holiday email strategy involves using email to reach customers during key shopping seasons. It is more than merely blasting out a few discounts and waiting to see what happens.
Studies show that promotional emails with personalized offers boost open rates by 29% and click-through rates by 41% in the fourth quarter compared to standard offers.
Being strategic is now a must, not just important. Ad costs are rising on Mera ads, TikTok shops, and Google ads. However, email still provides the best ROI.
Here is why email marketing is working now more than ever:
Meta Ads, TikTok Shop, and Google Ads are strong digital advertising tools. However, they work best when paired with effective email marketing strategies.
It’s about delivering the right message to the right people at the right time—when they are already in a mindset to shop, plan, and celebrate! Think Black Friday, Cyber Monday, Christmas, and New Year’s, as well as smaller occasions like Singles Day or St. Nicholas in the Netherlands.
The holidays bring a mix of pressure and potential. On the one hand, inboxes are packed. Everyone’s pushing deals. People are overwhelmed. But on the flip side, it’s also when shoppers are more open to buying, especially if they feel the timing is correct or the offer feels personal. That urgency? It’s powerful—if you use it well.
A strong email strategy during this time can seriously boost your return on investment. It’s not just about making quick sales, either. When done right, these emails build loyalty. They remind your customers who you are, why they love your brand, and why they should keep coming back even after the holidays are over. Whether you’re driving traffic to your webshop or just staying top of mind, the payoff can be huge.
Having a strong holiday email strategy is key. It helps you stand out in crowded inboxes during the busy holiday season. It’s not just about sending discount codes. It’s about knowing your audience, setting goals, and crafting emails that connect with them.
Successful holiday email campaigns have explicit goals. They plan, create appealing emails, time their messages well, and find the right tone. When your email fits what customers want, especially during busy times like Black Friday or Christmas, you can see great results. These results can lead to more engagement, better conversions, and strong relationships after the holidays.
The following are strategies for creating the best holiday emails:
If you’re serious about making your email marketing work during the holidays, planning ahead isn’t just smart—it’s non-negotiable. Every year, the inbox competition gets more challenging. Brands start earlier, shoppers get bombarded, and if you wait too long, you’ll be stuck shouting into a crowd that’s already tuning out.
Start by locking in clear goals. Are you trying to boost sales? Grow your email list? Maybe you’re aiming to build more brand awareness or push traffic to a holiday landing page. Be specific. It’s way easier to measure progress when you know exactly what you’re aiming for. A number helps, like increasing revenue from email by 25% compared to last year. That kind of thing keeps you grounded.
A solid content calendar is gold during the chaos of December. Cover all phases: the buildup in early November, the rush around Black Friday, and Christmas. Don’t forget January’s quieter times, when post-holiday sales and thank-you emails really count.
Remember to look back at your regular email performance, too. What worked during slower months? What tanked? Use that data to set realistic expectations and tweak your timing. Benchmarking now will save you headaches later.
What to send:
E-commerce stores can use these content types to boost engagement and revenue, stay compliant, and maintain customer trust.
Even if you start late, always remember, “The best time to double down was last week. The second-best time is today.”
Not all customers are the same, so your emails shouldn’t be either. Segmenting your audience makes a huge difference. It helps you reach the right people with the right message. This leads to better engagement, more clicks, and higher sales. People are way more likely to open an email if it actually feels relevant to them.
There are lots of ways to segment your email list. Start with the basics like age, gender, or location, especially if your offers or delivery options vary by region.
Then, go deeper. Look at how people behave. Who’s buying what? Who opened your last campaign? Who added stuff to their cart but didn’t check out?
It also helps to consider where someone is in their journey. A brand-new subscriber needs something different than a loyal customer who shops every month. And don’t forget the silent crowd—those inactive users might need a nudge or a win-back deal.
You can even segment by price sensitivity. Some folks love a bargain; others don’t mind paying full price if the value is clear. When your message speaks to those habits, your emails feel less like spam and more like service.
Targeted emails with personal offers build trust, boost open rates, and lead to actual results. It’s just more innovative marketing.
Even micro-segmentation—for example, separating “last-minute shoppers” from “early planners”—can dramatically increase campaign ROI. The more granular your targeting, the more value each email sent per subscriber receives.
Think about designing a “Holiday Gift Guide” email campaign according to budget ranges or recipient types (e.g., ‘Gifts for Her Under $50’). This helps unsure shoppers and increases average order values by showing products together.
Subject lines make or break your emails. If they don’t catch someone’s eye, the rest will not even get seen. So, during the holidays, when inboxes are overflowing, yours needs to stand out. A good subject line is festive, a little playful, and makes people curious. Think warmth, excitement, and a bit of urgency—but not pushy.
Be sure to experiment with your email preheaders. Preheaders are commonly disregarded, but compelling preheader text (which appears after the subject line) can improve your open rate twofold by simply framing it cleverly.
Holiday emails should feel like the season itself—warm, joyful, and a little exciting. The look is equally important as the content. To bring in the holiday feel, use festive templates, cozy images, and a few minor emojis 🎄. People notice the effort and are more likely to click.
Timing is everything. Think Black Friday, Cyber Monday, Christmas, and New Year’s, as well as smaller occasions like Singles Day or St. Nicholas in the Netherlands. These shopping events are known all over the world. They are shaped by local customs and how people shop.
For instance, Singles Day is the primary sales event in China, while St. Nicholas Day is vital in Dutch consumer culture.
This is where much of the automation can really shine. If someone adds an item to their cart but leaves, send a gentle reminder email. You could include a discount or offer free shipping to entice them. That simple nudge gets them back into your store more times than not.
Change up subject lines, structure, or images. It is smart to test what works and what doesn’t. Send one version to one group and a different version to a different group. A/B testing helps you see what gets clicked and opened without guesswork.
Set up behavior triggers based on web activity, such as viewing a gift guide or abandoning a wishlist. Triggered emails consistently outperform generic batch sends by upwards of 75%.
Remember to examine how your email presents itself everywhere. What looks beautiful on a laptop may be broken on a mobile or unreadable in dark mode. Test your emails on various devices and inboxes. Make sure your call-to-action buttons stand out, and nothing gets cut off.
Follow the privacy policies. If you target the European or California market, the GDPR and CCPA laws are not optional. Keeping data safe and allowing people to control what they share builds trust. Trust is crucial during the holidays.
Two key data privacy laws they follow for consumer data are the General Data Protection Regulation (GDPR) in the EU and the California Consumer Privacy Act (CCPA) in the U.S.
You can have the best holiday offer in the world, but if your emails don’t even make it to the inbox, it’s all for nothing. Around the holidays, inboxes are overflowing, and spam filters are working overtime. So, keeping your deliverability strong is key if you want your campaigns to actually get seen.
Small touches can go a long way when it comes to holiday emails. One smart move is using geo-targeted content. If you know where someone lives, you can tailor deals based on local weather, shipping cut-offs, or even regional holidays. It makes the message feel that much more relevant.
Using multilingual content or country-specific references, like Boxing Day in the U.K. or Día de los Reyes in Spain, boosts authenticity. It makes your message more relevant and engages people worldwide.
Having a ready-to-go image library also saves loads of time. Gather your holiday visuals—like snowy scenes, gift icons, and cozy backgrounds—so you won’t have to rush when you want to share something festive. Keep your brand colors in mind, too, so everything still feels like you.
Personal recommendations based on purchase history are always a win. If someone bought candles last year, maybe they’d like a matching diffuser now. Little suggestions like that show you’ve been paying attention.
And don’t just send one email and call it a day. A follow-up or gentle reminder helps keep your offer top of mind without being pushy, especially in December, when people mean to shop but forget.
Include post-purchase emails, too, in your holiday plan. After a purchase, follow up with an email. Include ‘how-to’ tips and a user guide. You can also send a creative thank-you card. It will enhance satisfaction, reduce the chance of returns, and build affinity to purchase again.
Lastly, keep an eye on the bigger calendar. Not everyone celebrates the same holidays. Including mentions of Eid, Diwali, or Lunar New Year in your campaigns shows awareness and respect. It’s inclusive, thoughtful, and often appreciated.
Read More in our Article: Best Way to Advertise Your Website
Marketers, it’s now or never. When you are headed into the prime season of email marketing, this opportunity is going to close quickly. If you do not hit “SEND” early on your next email campaign, this is your warning. For digital marketers and e-commerce owners, November to early January is the best time of year.
Holiday email marketing isn’t about sending more. It’s about getting better. If you plan well, have a clear idea of your goals, and add some holiday spirit, your emails will stand out in the crowded inboxes this season.
Segmented holiday campaigns perform significantly better than one-size-fits-all emails. Mailchimp data from late 2022 shows that segmented campaigns had a click-through rate of 5.73%, 45% higher than the 3.96% rate for non-segmented campaigns. With automation and personalization, open rates rose by 95%, and clicks jumped by 167% compared to bulk emails.
Every detail matters, from audience segmentation and catchy subject lines to making your emails feel warm and personal.
Be sure to focus on what’s important: smart timing, personalized offers, strong visuals, and ensuring your deliverability is good. Be aware of your metrics and what’s working, change what is not, and be willing to experiment.
The earlier you start, the more time you have to test, shift, and make sure everything is working together. Remember, the more personal your emails feel, the better. If they seem written for your customers and not at them, they are more.
So, keep your wits about you, be merry, and make the most of every send. The holidays are long, and if you do it right, email can be the best time for you.
Ideally, you want to start planning in early October. Black Friday, Cyber Monday, and even Small Business Saturday come fast, and inboxes get crowded. Building your email-sending calendar early gives you time to prep content, clean up your list, and test things like subject lines and CTAs.
Email deliverability is especially important during the holidays. The key takeaway is ensuring good list hygiene – i.e., remove inactive subscribers so that there are no spam traps on your list and check for bounces. To avoid spam folders, use sender authentication. Also, increase the volume of emails you send. Track engagement metrics and overall reach.
Focus on festive and value-driven messages relevant to your subscribers. This can be a personalized offer to your most devoted customers or simply a warm message to everyone on your full list. A/B test your email template, preheader, and CTA to see what resonates.
It depends on your audience and past engagement. Use your email preference center to let subscribers choose how often they want to hear from you. Send more emails around key dates like the Sunday before Thanksgiving, Black Friday, and New Year’s. Just remember, don’t use batch-and-blast tactics.
Huge. Segment your list by factors like geography, behavior, and past purchases. For example, you might focus on customers in Palos Verdes or other areas in California. You’ll see better results by sending targeted email messages. It’s more effective than sending the same offer to everyone on your list. Today, recipients expect their emails to be personalized and relevant. They want them timely as well.
Yes. But give them a refresher. Update the visuals from your email template gallery to be on trend. Also, ensure that they are optimized for mobile and dark mode. Double-check your back-end monitoring. What worked in 2020 may not work the same way under 2025 inbox filtering.
Not at all. Plenty of small businesses and founders manage holiday campaigns on their own. Use smart tools from your email provider, like automation and segmentation features. And don’t overcomplicate things. A few well-timed, thoughtful emails can outperform a dozen rushed ones.
The biggest ones?
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