5 Holiday Email Campaigns Worth Sending This Festive Season
If your festive emails stop at 'Merry Christmas and here are our closing times', you're leaving money on the table. These five campaign types cover the full holiday window, from Black Friday through to the January lull.
If the only email you send your customers over the festive season is 'Merry Christmas, here are our closing times', you are leaving a lot of opportunity behind. The holiday window is one of the most commercially active periods of the year, and there are at least five types of campaigns worth adding to your calendar.
Theme 1, The Sale
The days between Black Friday and Christmas generate 50-100% more revenue than any other period of the year. According to a report from RJ Metrics, November and December also drive 30% more e-commerce than non-holiday months.
Get your sales and promotional emails out early. Subscribers who see your offer first are more likely to buy from you before a competitor gets there.
Theme 2, The Competition
The festive season is a natural time for something a bit lighter. Running a competition alongside your sales emails boosts engagement and drives traffic to your site.
Use entry forms to collect additional subscriber data that will sharpen your segmentation and customer journeys down the line. You can also build in a referral mechanic, offering prizes or discounts to subscribers who bring in a friend or get someone new to sign up.
Theme 3, The Gift Guide
Last-minute shopping is widespread for a simple reason: people struggle to choose. A well-curated gift guide removes that friction. Pull together the products that make obvious gifts and present them clearly, organised by price, recipient type, or interest. The easier you make the decision, the more likely the purchase.
Theme 4, The Last-Minute Deals
For subscribers who still have not bought anything despite the gift guide, a deadline-driven offer often closes the gap. Send a last-minute deal the day before your shipping orders close. Remind them there is still time. Keep the email short and the call to action obvious.
Theme 5, The Post-Holiday Follow-Up
Once the festive rush ends, sales tend to drop. A post-holiday campaign can soften that dip. Promote January deals to capture late shoppers, and send a targeted message to customers who received gift cards over Christmas, nudging them to put those cards to use before the novelty fades.
A Gift-Wrapped Opportunity
Your subscribers are already in a spending mindset. The five campaign types above give you a structured way to stay visible and relevant from Black Friday through to the New Year. Plan the sequence early, and you will not be scrambling to put something together on Christmas Eve.
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Frequently asked questions
- When should I start sending holiday email campaigns?
- As early as possible once the Black Friday period begins. The data shows that November and December together drive 30% more e-commerce than non-holiday months, so waiting until mid-December means missing a significant share of that activity.
- What is the best type of holiday email to send if I only have capacity for one campaign?
- A sales or promotional email is the most direct way to capitalise on festive shopping behaviour. If your audience skews indecisive, a gift guide paired with a clear discount is a close second.
- How do I keep engagement going after Christmas?
- A post-holiday follow-up campaign targeting gift card recipients and featuring January deals can offset the typical post-Christmas sales dip. Keep the messaging short and focused on urgency or value.
- Can holiday competitions help grow my subscriber list?
- Yes. A referral mechanic built into a competition, where existing subscribers earn entries or discounts for bringing in new sign-ups, is a practical way to grow your list while keeping current subscribers engaged.