Holiday season is a magical time of cheer and… inboxes overflowing like a Thanksgiving feast. For merchants, it’s the busiest, most profitable time of the year, but also a pressure cooker of competition and expectations. Done right, your holiday email marketing can be a beautiful symphony of jingle bells. Done wrong? Well, let’s just say it’s a “jingle fail” your customers won’t soon forget.
In this blog, we’ve got the tricks to help you sidestep the “jingle fail” and make your emails stand out.
Start with a Plan (Even Santa Has a List)
Before you craft and hit “send,” take a step back. Think about your goals: Are you trying to increase sales, promote a holiday event, or spread brand cheer? Once you know your “why,” build your campaign around it, aligning your messaging, tone, and visuals with your ultimate objective.
Take the time to map out your strategy. Start by creating a calendar that outlines key dates for sending emails. Don’t bombard your audience—no one likes to be spammed, even during the most forgiving time of year. Aim for max. 2 emails per week to keep your audience engaged without overwhelming them.
Make Subject Lines Sing
After planning comes the art of crafting subject lines—your email’s first impression. Most holiday emails create a sense of scarcity to drive action. Flip the script by focusing on what customers gain. Keep it short and festive. Avoid boring or vague lines like “Holiday Sale.” Yawn.
Good Examples:
- A Holiday Treat Just for You 🎁
- 🎄 Ho, Ho, WHOA! Enjoy 50% Off! 🎄
- Your Holiday Wish List? We Checked It Twice!
With your subject line in place, the next step is your newsletter content. We’ve covered general advice before, but today, we’re zeroing in on tips tailored for the holiday season. Let’s dive into each one!
Test Visual Hierarchies for Quick Scanners
Your subject line worked and your subscribers opened the email—now comes the tricky part: keeping their attention. Most email design advice emphasizes aesthetics, but few focus on how readers visually process information.
Most readers follow a predictable pattern, often referred to as the Z-pattern, when scanning content. This means they typically read from left to right at the top, move diagonally down to the bottom left, and then finish by scanning horizontally again across the bottom.
Additional tip: Test alternative layouts for mobile users, like putting CTAs at the top instead of the bottom, where scrolling fatigue can set in.
Bring Your Products into the Holiday Spirit
The heart of your holiday email? Your products, of course! But don’t just showcase them—make them experience-worthy. Instead of simply showing off your bestsellers, think about how you can highlight the emotions they evoke. For example, feature a cozy sweater with a caption like “Perfect for winter nights by the fire,” to tap into the season’s warm, fuzzy feelings.
Consider adding “holiday bundles” or “gift sets” that pair complementary products together, offering a ready-made solution for busy shoppers. Use countdown timers for exclusive deals or limited-stock items to create a sense of urgency and exclusivity.
Gamify Your Emails
Who doesn’t like a little fun during the holidays? Add interactive, gamified elements to your emails to increase engagement.
Ideas:
- A scratch-off discount (revealed with a click).
- A spin-the-wheel promotion.
- A “Find the Snowflake” scavenger hunt with a link hidden in your email.
These features break the monotony of endless sales emails and keep recipients engaged longer. Just ensure your gamification elements work smoothly across devices.
Don’t Be the Grinch Who Confused Christmas
Your email should be a joy to navigate. If people have to hunt for the “Shop Now” button or can’t figure out your sale, they’ll bail faster than Santa up a chimney.
- Keep It Clean: Use festive but not overwhelming visuals.
- Make It Clickable: Big, bold buttons like “Shop Deals Now” or “Get Your Gifts” guide shoppers like Santa’s sleigh through the fog.
Integrate User-Generated Content (UGC)
During the holidays, your customers are likely posting photos and stories about their purchases or gifts. Tap into this by encouraging them to share their experiences.
How:
- Include a CTA like “Show Us How You Celebrate! Tag Us with #MyHolidayMoment for a Chance to Be Featured.”
- Highlight UGC in your emails to create a community vibe. For example, “Here’s how our customers are using this prodact this holiday season.”
This not only fosters engagement but also builds trust with potential customers.
Segment for Emotional Messaging
Not all holiday shoppers are in the same emotional state. Some love the season, while others dread it. Create audience segments based on past behavior or engagement and tailor your tone accordingly.
- For holiday enthusiasts: “Bring the Magic Home with These Festive Favorites!”
- For the less enthusiastic: “Simplify Your Holiday To-Do List with These Quick Picks.”
Recognizing your audience’s mindset builds a deeper connection and makes your emails feel more empathetic.
Spread Cheer, Not Spam
And finally, the holidays are a time for joy, not spam complaints. Follow all email marketing regulations, and remember that respecting your audience’s privacy is non-negotiable.
Do:
- Obtain consent before sending emails.
- Provide a clear, easy-to-find unsubscribe option.
- Be honest about how you use customer data.
Don’t: Bombard your list with daily emails that scream, “I’m desperate for a sale!” Your audience will thank you—and stay subscribed.
Jingle All the Way
Holiday email marketing, when done right, can turn the festive cheer into sales and brand loyalty. But beware: one wrong move, and your emails could land in the dreaded trash folder, faster than Santa’s sleigh on turbo.
Remember, it’s not just about the sales (though those are nice too). It’s about making your brand a part of the season’s joy. Done right, your emails can jingle all the way to your audience’s hearts—and inboxes—without hitting a sour note. After all, happy customers are the greatest gift of all! 🎁
PS. If you’re feeling stuck, we’re just an email away to help you sleigh your campaign!
