With the holiday season fast approaching, are your email campaigns ready to stand out in the rush? Are you reaching the right people with the right message at the right time? As Simon Sinek once said, “People don’t buy what you do; they buy why you do it.” This holiday season is the perfect time to show your audience why your brand is worth their attention. Holiday email marketing offers a huge opportunity to connect with your audience, boost engagement, and drive significant sales — but it requires a strategic approach.
Whether you’re using platforms like Mailchimp, Klaviyo, HubSpot, or Campaign Monitor, here’s your roadmap to maximizing holiday email success.
Start with Smart Segmentation & Personalization
Are you treating every customer the same? Tailoring your messages for different audience segments leads to higher engagement and better conversions. Here’s how to make it work:
- Segment by Behavior: There’s no need to worry about sending “too many emails” when you’re using smart segmentation. The days of blasting one-size-fits-all messages are over—this holiday season, effective segmentation is your key to success. For example, send exclusive holiday offers to loyal customers, a “We Miss You!” incentive to inactive subscribers, and “New Arrival” emails to recent purchasers. Most email marketing platforms have segmentation tools that allow you to set up automated journeys based on customer behavior, making it easy to tailor offers.
- Use Purchase History: If a customer bought a winter coat last year, consider sending them an email with matching accessories, like scarves or gloves, as a gift idea. Mailchimp makes it simple to create campaigns based on purchase history, boosting the chances of repeat purchases.
- Geotargeting: Offer location-specific promotions if your business operates across regions. Platforms like Omnisend make it easy to filter customers by location for more targeted campaigns.
- Don’t Forget Those Abandoned Carts: Abandoned cart emails are a powerful tool, particularly during the busy holiday season, with open rates reaching as high as 45% during this time. By sending a well-crafted follow-up, you tap into that urgency, encouraging customers to finalize their decision and avoid cart abandonment.
With the holiday season’s faster purchasing pace, send abandoned cart emails shortly after your usual window for cart abandonment. This timing helps capture the urgency shoppers feel to complete their purchases.
With personalization, you make each email feel like it was crafted for the individual, helping you build a stronger customer connection during this busy season.
Optimize for Mobile Users
Over 56% of holiday emails will be opened on mobile devices, and if your emails aren’t optimized for mobile, you risk losing out on conversions. Make sure your content shines on small screens:
- Mobile-Responsive Design: Design emails that load quickly, with easy-to-read fonts and eye-catching images. Choose a single-column layout along with larger buttons that are easy to tap.
- Clickable CTAs: Place clear, prominent call-to-action buttons, such as “Shop Now” or “Get My Holiday Discount,” that link directly to mobile-friendly landing pages.
- Compact Pre-Headers: Optimize preview text with holiday-themed hooks, like “Gift Ideas Inside!” or “Exclusive Deals Just for You,” to give mobile users a reason to click.
Example of a great holiday email that is eye-catching and also mobile-friendly. This email message keeps the festive spirit and urgency with a clever CTA.
Offer Exclusive Holiday Deals at the Right Time
The holiday season is a time for giving, so let your subscribers feel special:
- Early-Bird Deals: Entice your most loyal customers with early access to sales, letting them shop before anyone else. For example, let VIP customers access your Black Friday sale a day early with an email saying, “Shop Now Before the Crowd!”
- VIP Sneak Peeks: Provide exclusive previews or early discounts to create anticipation and reward loyalty. Mailchimp’s advanced scheduling allows you to set up staggered sends based on customer tiers.
- Urgency and Scarcity: Use a countdown timer or “Only a Few Left!” message to drive urgency. Omnisend lets you easily add countdowns to holiday emails, showing customers the limited time they have to act.
Here’s a list of key holiday dates to help your holiday email marketing campagin:
Create Compelling Subject Lines That Pop
Your subject line is the first impression — and the holidays are a crowded time for inboxes! Ask yourself, What will make my email stand out?
- Get Festive with Emojis and Puns: Emojis like 🎁 or ⛄ can make your emails feel seasonally relevant, while a bit of humor or wordplay can increase curiosity.
- Personalized Subject Lines: Address subscribers by name or reference their past purchases, like “Jim, Your Winter Favorites are Back!” or “Sophie, Our Gift Guide Awaits!” Most platforms, including Mailchimp, make it easy to insert dynamic, personalized fields into subject lines.
- A/B Testing: Test subject lines, such as “Holiday Must-Haves” vs. “Save 20% Today Only!” to see what resonates best with your audience.
Use Storytelling to Connect with Your Audience
The holidays are about connection. Share your story and your values to inspire your subscribers.
- Highlight Your Brand’s Holiday Values: For instance, if your brand donates a portion of sales to charity during the season, let subscribers know with an email titled, “Shop & Give Back This Holiday!”
- Share Customer Stories: Add testimonials or user-generated content, like photos of customers enjoying your products, to showcase real-life impact. Most email marketing platforms allow for easy embedding of photos to make these stories shine.
- Gift Guides and Ideas: Help your audience find the perfect gifts with themed guides. For example, create categories like “Gifts for Him,” “Gifts Under $50,” or “Gifts for the Cozy Home.” Klaviyo’s automation can then send relevant guides to segmented audiences based on interests.
Make holiday shopping a breeze with curated gift guides! From ‘Gifts for Him’ to ‘Cozy Home Essentials,’ these guides help your audience find the perfect presents.
Maximize Post-Holiday Engagement
Don’t miss the post-holiday opportunity to maintain momentum with your audience as you head into the new year.
- Extend the Shopping Season: After the holiday rush, send a “New Year’s Deals” or “Thank You Sale” email to encourage additional purchases. Omnisend’s automation features make it easy to set up post-holiday campaigns targeting recent buyers.
- Loyalty Programs: Encourage customers to join a loyalty program with incentives they can use in the new year, such as “Earn Points with Every January Purchase!” Platforms like Constant Contact offer loyalty program integrations, so it’s easy to tie email efforts into ongoing engagement.
- Express Gratitude: Send a thank-you email to customers, showing appreciation with a personal touch, like “Thanks for an Amazing Year! Here’s to More in 2025.” Most platforms, including Mailchimp, offer thank-you templates to keep the message simple but meaningful.
Popular Email Marketing Platforms to Consider
If you’re not sure where to start, here are a few popular email marketing platforms to power up your holiday campaigns:
- Mailchimp: Known for ease of use and robust automation features, Mailchimp is great for smaller teams or beginners. Its intuitive design tools and audience segmentation options make it easy to create standout holiday emails.
- Constant Contact: One of the more established platforms, Constant Contact offers easy-to-use templates, powerful list management, and analytics, making it ideal for small to medium-sized businesses that need a reliable, straightforward solution.
- Klaviyo: Highly regarded for its eCommerce integrations and advanced segmentation tools, Klaviyo allows for highly targeted and personalized campaigns, which is ideal for online retailers looking to maximize their holiday impact.
- Omnisend: Built with eCommerce in mind, Omnisend offers a wide range of automated workflows, SMS integration, and dynamic segmentation features, perfect for businesses aiming to boost conversions through multi-channel holiday marketing.
Each platform has its strengths, so choose the one that best aligns with your team’s needs and your audience’s expectations.
Ready to Make the Most of the Holidays?
The holiday season is one of the biggest opportunities of the year for email marketing, but success requires careful planning, creativity, and strategic execution. Project 3 Consulting can help you craft tailored email marketing campaigns that will drive engagement and revenue during this crucial time. Our team has the expertise to navigate every aspect, from personalization to platform selection, ensuring your holiday marketing delivers results.
Need a hand with your holiday email campaigns? Contact Project 3 Consulting today!
