How to Get a Jumpstart On Your Holiday Email Campaigns

The holidays always tend to creep up on us, don’t they?

Marketers probably know that feeling better than anyone else.

Because even if you aren’t singing “All I Want for Christmas is You” at the top of your lungs quite yet, you should really be thinking about your holiday campaigns now.

Why do holidays matter so much, though?

Simply put, they’re the best time of year for marketers to make some serious dough.

It’s well-documented that consumers love to spend during the holiday season, with consumer spending looking to hit an all-time high this year at over $720 billion.

And you can bet that holiday email deals contribute a ton to that spending spree.

In this guide, we’ll break down how what you need to do to get a jumpstart on the holiday rush. Trust us – it’s not too late to start planning!

1. Picking the Right Holidays for Your Business

First thing’s first: deciding which holidays are you looking to couple with your campaigns.

There is no “right” answer here, especially since many of the major holidays for businesses fall so close together. All that matters is that you schedule your campaigns so you aren’t scrambling to send your holiday deals in real-time.

Any combination of the “big” holidays highlighted below are totally fair game for capitalizing on your readers’ holiday spirit. 


Although Halloween might not be seen as a traditional shopping holiday, it is a great opportunity to send playful, colorful messages to your list. If you’re testing the waters of holiday campaigns, Halloween emails are a good place to start.


Thanksgiving is unique because it’s the sort of “calm before the storm” when it comes to holiday deals. Rather than push sales, Thanksgiving emails are a prime place to show your contacts some love and just say “thanks.”

Black Friday

Now this is the mack daddy of holiday deals! Representing the biggest in-person shopping day of the year, Black Friday is the perfect time to send steep, time-sensitive deals when your contacts are already in the mood to spend.

Small Business Saturday

Are you a small business? Is your target audience small business owners? If so, Small Business Saturday definitely deserves your attention. This still-emerging holiday is a brilliant opportunity to show some love to the “little guy” in the midst of so many big box deals. 

Cyber Monday

The ecommerce equivalent of Black Friday, Cyber Monday is the bread and butter of digital businesses. Again, closeout sales and steep discounts are the name of the game here.


And now we’ve made it to Christmas – the most wonderful time of the year!

Bear in mind that you can totally send more than one Christmas deal. In fact, multiple offers between Thanksgiving and Christmas Eve are common. 

To create a sense of hype, you might want to consider making an announcement to your list to hype up your holiday deals before they go live. That way they’ll be on the lookout for ‘em.

New Years

Finally, New Years emails encourage you to start the year off on a positive note with your list. Such messages are primate candidates for close-out deals leading up to the first as well as words of encouragement.

2. Choose Your Holiday Offers Carefully

Although people are eager to spend during the holidays, remember that you’re competing for your audiences’ attention against a ton of other brands, too.

That’s why it’s critical to roll out your “heavy-hitter” deals during this time. To keep your readers guessing, it’s a good idea to switch up your offers from holiday to holiday.

BOGO offers. Free shipping and gifts. Flash sales. The list of options goes on and on, but here are a few of our favorite promotions if you’re looking for ideas!

When in doubt, just remember that time-sensitive deals are awesome for encouraging people to act on your emails ASAP.

Think about it. When someone’s inbox is flooded with offers, the ones that stand out are the often the ones that are ending soon.

3. Make Sure You’re Looking the Part

Speaking of standing out, don’t neglect the design and layout of your holiday emails.

A bit of color and creativity can go a long way. Your emails should instantly scream “sweet holiday deal!”

But if you don’t consider yourself a creative genius, don’t panic. We’ve got you covered. 

Sendlane boasts a ton of amazing holiday templates that you can adapt to your own brand in a snap. With these drag-and-drop templates on deck, getting your campaigns started is seriously easier than ever.

Are You Ready to Roll Out Your Holiday Email Campaigns?

Whether or not you have holiday fever, it’s never too early to start planning your holiday campaigns!

Because doing so now not only gives you time to come up with creative offers and emails, but also prepare your site for the holiday rush.

And with the help of Sendlane’s features such as holiday templates and scheduling, setting up your campaigns is a cinch.

With that said, happy planning and happy holidays!

Kristen Dahlberg

Content Manager at Sendlane
As a member of the Sendlane content marketing team, Kristen focuses on everything from organization to content curation and process improvement. She enjoys variety and the challenge of learning the best way to accomplish each new goal.

Outside of work, Kristen spends as much time as possible at the beach, soaking up the San Diego sunshine!