Ignas5 min readTips & ResourcesNovember 4, 2013

Email Marketing for Holidays [Infographic]

Email Marketing for Holidays [Infographic]

43% of marketing experts say that email is very important channel to generate additional sales during the Christmas period. Email affects at least 10% of the total holiday sales.

Do you have any email marketing strategy for the period?

Don’t worry. We will help you to work it out.

Where to start?

First of all, let’s get back to your Christmas marketing in 2012. See what worked and what didn’t.

  • Which product lines performed better/worse than others?
  • What were your top sellers?
 Across which channels?
  • How did your contacts respond to your increased frequency?
  • Has the competitive landscape for your business changed in the last 12 months? Are 
you aware of what online strategies/programmes your competitors are implementing?
  • What did change within the year? Do you have bigger audience? Did you expand your business in different cities, countries, or continents?

Collect and analyze all the information about your past experience, customers and competitors. You should consider all the facts in your Christmas strategy.

Tips for Holiday Email Marketing

1. Integrate your newsletters with social media.

Don’t forget to include links to Facebook or Pinterest (it is perfect place to show your products). And vice versa. Post the newsletter on your Facebook and Twitter.

2. Design responsive emails.

Remember, people are on the move during the holidays. Design the email for finger-pointing with short text, big photos and clear call – to – action.

45% of holiday season emails are being opened on mobile in 2012.

3. Let subject lines show what is inside the letter.

People love coupons, sales, prices reduction, especially when they shop for the presents.

4. Be creative with words you use.

Use more than just “Buy it now” message. How about: Get Giving, Get Inspired, Make wishes come true, etc. Best subject-line keywords for Christmas: perfect gift, gift under, gift list, and gift guide.

Surprisingly, the least popular themes are: Santa, Christmas, celebration; perhaps they sound a bit cliché.

5. Don’t just promote your products instead motivate your customers to buy.

Send them gift ideas, home decoration tips, photos of fashionable holiday outfits. Give and then ask!

6. Segment your customers into active and inactive.

Don’t be afraid to re-mail for the less active subscribers.

7. Test the different sending times.

For example, consider sending email on less-heavy days such as weekends.The click-through rate is the biggest on weekend.

Stages of the Email Marketing in the Holidays

There are 5 stages of the email marketing in the Christmas period. Here is our Holiday Email Marketing Calendar that covers all the holiday period.

Click on the dates, to jump to the practical advices for one particular stage.

Email Marketing for Holidays Calendar

1. Pre Holiday

Some companies start to promote Christmas very early. You may get emails“Christmas in July”.

I suggest reminding your customer about the Christmas from November. For the start create different (Christmas) design. Add some holiday motifs, create new header, and create the Christmas mood.

38% of retailers use a Christmas design in their emails during holidays. That number is climbing year over year. It is a clear signal that, on average, changing the design works to increase results.

Then it is time to send offers for the Christmas.

Email themes for Pre Holiday:

  • Offered a value-add gift wrapping service
  • Offer free shipping for the holiday season or on special days
  • Send the Christmas catalog
  • Suggest to create wish list
  • Write about leasing and the financial services that are available to use while buying your products

2. Shopping Weekend (Thanksgiving, Black Friday, Cyber Monday)

The weekend is when people buy the most in response to the email. It is an official kick-off of the holiday shopping season. And it’s all about the SALES!

Email themes for Shopping Weekend:

  • Offer pre-holiday clearance sale
  • Create “We Miss You” campaign for the inactive subscribers
  • “Choose your own Christmas gift this year!” email for active customers

3. Christmas Countdown

From the beginning of December, it is all about the Christmas. You have an excuse to send emails daily. But be aware how your customers react about that. Don’t forget to segment the customers according to the results.

Email themes for Christmas countdown:

  • Advent calendar
  • Add countdown to Christmas
  • Suggest gift ideas for him, her, kids, teens, grandparents
  • Suggest gift ideas for different price ranges
  • “Perfect Last Minute Gift”. Just before Christmas offer to buy eGift card that will be delivered via email within hours or minutes of being purchased
  • Inform about the last shipping date
  • Be clear about last order date
  • Inform customer about the working hours of your shop/restaurant, especially if you are working during the holidays

4. Christmas

This is the time when we send greetings or Thank you letters to your customers. It might be just a greeting card or Christmas photos of your team.


Christmas is a wonderful opportunity to make a connection with the customer.

Here are some ideas for the Christmas newsletter:

  • Share your success. Inform your customers about your company’s big accomplishments over the past year, especially if your partners can benefit from those new features, products, or services.
  • Give a sneak peek to the future. Introduce new products or features that you are planning for the coming year. Let your customers be the first to know the good news, especially if they are going benefit from that.
  • Send a small gift. It might be an e-book about insights on your industry. You may give priority access to your new product, new feature, article, video or recipe for Christmas drink (I ♥ the idea)

5. After Christmas

After Christmas period lasts through January.

Email themes for After Christmas period:

  • Inform about the sale. “Get what you really wanted” letter
  • Offer redeem the gift cards they received. “Your gift cards + our clearance = goodness” email


Go to our Holiday Newsletters Pinterest board to get more inspiration.

Email Marketing for Holidays Pinterest Inspiration