When the holidays come to mind, many of us think of a nice big pile of presents. But, lately, the holiday season is also marked by an inbox stuffed with a pile of fun holiday emails from your favorite online shops. It’s no surprise: more and more consumers do most of their holiday shopping online and Black Friday and Cyber Monday are crucial for retailers’ bottom line. So, today’s retailers really pull out all the stops in their holiday email marketing campaigns to grab that treasured attention.

What kind of seasonal emails compel their readers to give a second glance and or click to open? Unquestionably, consumers will always be intrigued by emails that tout a mega sale, big discounts, or free shipping and returns. But, to really shine bright this holiday season, many retailers are incorporating other strategies that make their marketing messages distinctive.

The slideshow below includes a selection of best practices and mini-trends for holiday emails. The examples are based on a review of emails sent over the past month or so from over 50 online retailers in a variety of verticals, including fashion, electronics, beauty, lifestyle and apparel.


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Summary – Best Practices for Holiday Emails

1) Start super subtle

2) Go for wow visuals

3) Encourage self-gifting

4) Appeal to the spirit of the season

5) Put a new spin on curating


Good luck with your holiday emails and keep following us for more thoughts on email marketing best practices. If you missed it before, also take a look at our Five Tips for Creating Winning Welcome Emails post. For more information about e-commerce for the holidays, download our recent Holiday Edition, E-Commerce Snapshot. The report is based on data spanning 30 million unique customers and $2 billion in revenue across 14 e-commerce verticals.

Enter your email below to download the full 5-page PDF report.

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Custora’s Take and How We Can Help

Custora is a customer-centric marketing platform that helps e-commerce retail marketing teams acquire, retain, and segment their customers. Retailers are using Custora this holiday season to improve their customer acquisition and retention efforts by finding out which marketing channels bring in valuable customers, making changes to acquisition budget and programs, optimizing promotion performance and segmenting their customer base to provide a personalized holiday shopping experience across all channels.

Custora works with leading e-commerce innovators and established retailers such as LivingSocial, Etsy, Fab, and Bonobos. If you’re interested in learning more about Custora, you can request a demo here.