The holidays are a lucrative season for businesses of all sizes. In fact, retail sales reached $994.1 billion during the 2024 holiday season, setting a new record (U.S. Census Bureau).
In the same time, online sales exceeded $280 billion in the U.S., and $1 trillion globally, according to Salesforce. And, as we mentioned before, email is one of the highest-converting channels that marketers can use, with an average conversion rate of 2.4% for B2B brands and 2.8% for brands in B2C (FirstPageSage).
But how can you ensure that your email marketing campaigns are achieving their highest potential? Below, we’ll explore 12 steps to maximizing the click-through rate (CTR) for each of your emails.
What’s the Best Email Marketing Strategy for the Holiday Season?
The best email marketing strategy for the holiday season blends strong fundamentals with creativity that stands out. Start with the basics: set clear goals, segment your audience, and establish a content calendar.
But to truly connect, you must go beyond traditional tactics. To design a campaign that feels original and personal, consider incorporating these 12 actionable tips:
- Build “mini” moments within the season.
- Segment your audience by holiday mindset.
- Design for inbox contrast.
- Use emotion-action pairing in subject lines.
- Start your emails with a micro-story.
- Create interactive elements within your emails.
- Offer “invisible” incentives.
- Personalize the countdown.
- Send at offset times.
- Pair holiday emails with social echo posts.
- Launch a ‘thank-you’ email instead of a final sale blast.
- Add a post-holiday touchpoint.
1. Build Mini Moments within the Season
Instead of relying solely on big events like Black Friday or Cyber Monday, create smaller “micro-campaigns” throughout the season. These give your subscribers multiple reasons to engage with your brand without feeling overwhelmed by constant sales messaging.
📝 Examples:
- 12 Days of Surprises: Daily deals and limited-edition drops.
- Festive Friday Finds: Weekly highlights of trending products or best-sellers.
- New Year, New Favorites: A post-holiday promotion that extends engagement beyond December.
Why It Works
Smaller, time-bound campaigns create anticipation and maintain consistent visibility throughout the season
Instead of one big spike, you generate multiple engagement points that reinforce brand awareness and increase conversions. They also enable you to test which offers or tones resonate best before your biggest send days.
💡 Pro Tip: Use consistent visuals and a recurring theme so each email feels part of a cohesive holiday experience.
2. Segment Your Audience by Holiday Mindset
Instead of sorting by past behavior, think about why people are buying. That way, you can tailor your content around their seasonal motivations.
📝 Common mindsets include:
- The Planner:
- Buys early to avoid stress.
- Values convenience and certainty.
For example, “Early Access to Our Best Prices.”
- The Deal Hunter:
- Waits for discounts and limited-time offers.
- Responds to urgency and exclusivity.
For example, “50% Off Secret Holiday List Items to 1st 50 Readers.”
- The Gifter:
- Seeks meaningful, personalized recommendations.
- Appreciates storytelling.
For example, “Gift Inspiration for Your Favorite People.”
Why It Works
According to HubSpot, marketers have found that segmented emails increase open rates by 30% and CTR by 50%!
And emotional segmentation creates relevance that feels personal. By aligning your emails with each subscriber’s mindset, your content feels like it was written for them — because it was!
💡 Pro Tip: Use short surveys, pop-ups, or quiz-based opt-ins to gather data on your subscribers’ holiday preferences.
3. Design for Inbox Contrast
During the holidays, most brands use red, green, and gold. Stand out visually by breaking the pattern.
- Use cooler colors like blue, silver, or white.
- Add breathing room with clean layouts and whitespace.
- Incorporate subtle animation, like twinkling lights or snowfall.
Why It Works
Visual contrast draws the eye before a single word is read. Clean, elegant designs project professionalism and make your emails feel fresh among the visual clutter of the season.
💡 Pro Tip: Keep animations subtle and lightweight so they don’t slow load times on mobile!
4. Use Emotion-Action Pairing in Subject Lines
The best-performing subject lines combine emotional resonance with a clear reason to click.
📝 Example: “Feel the Joy — Unwrap 30% Off Today.”
Why It Works
Emotion sparks curiosity, while action-oriented phrasing drives engagement. Together, they humanize your brand and encourage immediate clicks.
💡 Pro Tip: A/B test two versions of your subject lines: one more direct, the other more passionate.
5. Start Your Emails with a Micro-Story
Open your emails with short anecdotes or sensory details. These can transform promotional emails into memorable experiences.
📝 Examples:
- “We packed our first holiday orders in a snowstorm five years ago…”
- “Our founder’s favorite part of the holidays is wrapping gifts by hand.”
Why It Works
Micro-stories humanize your brand, create emotional connection, and add warmth to your promotions. They remind readers that there are real people behind every message.
💡 Pro Tip: Keep it under two sentences. One personal detail is enough to draw readers in before introducing your offer.
6. Create Interactive Elements within Your Emails
Engagement doesn’t stop at the open. Give subscribers something to do within the message itself.
- A quick poll (“What’s your favorite gift type?”).
- A “spin-to-win” wheel offering prizes or discounts.
- A mini gift guide quiz.
Why It Works
Interactive features boost dwell time, increase click-through rates, and collect valuable zero-party data (information your customers share willingly).
💡 Pro Tip: Start small. Even adding clickable product carousels or rating buttons can raise engagement significantly.
7. Offer Invisible Incentives
Discounts work, but they aren’t your only option. Offer perks that protect profit margins and enhance perceived value.
📝 Examples:
- Free gift wrapping or personalization.
- Complimentary shipping upgrades.
- Early access to new collections.
Why It Works
Invisible incentives feel luxurious while maintaining your brand’s integrity. They appeal to shoppers who care about experience as much as price.
💡 Pro Tip: Highlight these perks prominently in subject lines to make them part of your value proposition.
8. Personalize the Countdown
Add dynamic countdown timers to your emails and connect them to specific offers. Then, personalize the language to make urgency feel genuine.
📝 Example: “Your Early Access Ends in 3 Hours, Sam.”
Why It Works
Personalized urgency builds excitement without feeling aggressive. It helps readers visualize the limited window they have to act, and creates a sense of exclusivity.
💡 Pro Tip: Use timers sparingly! Too many can desensitize your audience, so save them for your biggest sales or final reminders.
9. Send at Offset Times
If everybody sends at the same time, you get buried in the pile. Most brands send in the early morning or after work, so test less common delivery windows, such as:
- Mid-morning: 10 a.m. – 1 p.m.
- Late-night drops for insomniac shoppers or West Coast audiences.
Why It Works
Offset send times let you bypass inbox competition and capture attention when subscribers are less distracted.
💡 Pro Tip: Review your analytics to find when your audience tends to open, as this can differ by industry and geography.
10. Pair Holiday Emails with Social Echo Posts
For every major email campaign, publish complementary social content that mirrors your design and messaging.
📝 Example: If your email promotes “12 Days of Surprises,” post a daily story or reel revealing each day’s offer.
Why It Works
Echo posts extend your campaign reach and create visual consistency. They also ensure customers who see your content on social recognize your email instantly, reinforcing brand memory.
💡 Pro Tip: Include a “check your inbox” reminder in your social captions to drive traffic back to your emails.
11. Launch a Thank-You Email Instead of a Final Sale Blast
End your holiday campaign with gratitude, not another discount.
📝 Ideas for a ‘Thank-You’ Email:
- Highlight customer stories or testimonials.
- Share how your brand supported a local cause.
- Offer an advanced peek at what’s coming next year.
Why It Works
A Thank-You email builds emotional goodwill and leaves customers with a lasting positive impression. It signals that your relationship extends beyond mere transactions.
💡 Pro Tip: Include a small “surprise” to reward loyalty, like free shipping on their next order or early access to a new product.
12. Add a Post-Holiday Touchpoint
Once the buying rush ends, follow up with value-driven content. Strengthen relationships and encourage repeat business by using post-purchase communication to help your customers enjoy their purchases.
📝 Examples:
- “5 Ways to Style Your New Sweater.”
- “How to Get the Most from Your Coffee Subscription.”
- “6 Delicious Recipes that are Perfect for Your Non-Stick Pans.”
Why It Works
These follow-ups keep customers engaged and satisfied after their purchase. It also creates a natural bridge into your New Year promotions by keeping communication alive.
💡 Pro Tip: Use post-holiday emails to introduce loyalty programs or referral incentives.
Get the Gift of Maximum Clicks at Hyport Digital
The most successful holiday campaigns feel personal, intentional, and joyful. They inspire action without overwhelming your audience and create moments of connection that last long after the season ends.
By combining strategy with creativity, you can transform every send into an experience your customers look forward to. At Hyport Digital, we empower small businesses to craft campaigns that capture attention, convert clicks, and keep your brand top-of-mind through every season.
To unwrap the full potential of your email marketing this holiday and beyond, explore our Email Connect service today.
