The Smart Email Guide to the Holidays
Oh, Christmas! That magical (and slightly chaotic) time when people are juggling gifts, deadlines, relatives and why the heck their their fairy lights don't work. For businesses, it’s also the season of opportunity—if you plan ahead.
Here at WCS, we’re sharing the holiday prep strategies that’ll help you stay ahead of the game, without feeling overwhelmed. Like turkeys and mince pies, the trick is the timing.
Let’s unwrap this, step by step.
1. Don’t Let the Calendar Sneak Up on You
Time flies. I'm writing this in November; blink and it's December 18, and your promotional plans are still in the draft file. Don’t let the happen to you.
If you’re in e-commerce, you probably know the last posting dates for shipping (in the UK, it’s December 18). But do you know when your customers will actually be paying attention? Here’s the scoop: the week before Christmas, minds wander to family, holidays, and everything excpet your sales email. So aim to cut through the noise by December 15. After that, you’re in panic-buying territory, and you're up against Amanzon's Next Day Delivery.
This is also true if you serve businesses. People are drowing in deadlines, Christmas parties and colleagues with colds. Even if you have a great relationship with them, they are likely to go quiet, simply because there's so much going on.
2. Break the Mold: Get Creative with Your Holiday Campaigns
Everyone’s inbox is bursting with sales emails, screaming at them to buy.
How do you stand out? By doing something fun, memorable, and maybe a little unconventional.
Instead of pushing last-minute deals, try a holiday game or gift hunt on your website. Hide virtual presents across a few pages and let your customers explore. It’s interactive, festive, and leaves a lasting impression. Bonus: this kind of experience gives your brand personality, and who doesn’t love a little holiday cheer?
3. Prep for Boxing Day Scrollers & New Year Bargain Hunters
Your sales calendar doesn’t stop after Christmas. In fact, from Boxing Day through to New Year, people are off work, bored, and scrolling—on social media, in their email, and on your website.
This is prime time for you to kick-start your New Year’s promotions. Schedule your posts, ads, and emails before Christmas so they’re ready to roll as soon as the festivities wind down.
Pro tip: tap into the New Year mindset with messaging around fresh starts, resolutions, or post-holiday treats. This also works well for businesses as they review their 2025 sales targets and swear 'never again' if they've had a stressful Q4.
4. Follow Up Like a Pro
If you’re in the B2B sector, the golden rule is: don’t be afraid of repetition.
Your customers’ inboxes are drowning. Even if they open your email and think, “Oh, I need to reply to this,” there’s a good chance it’ll get buried under 200 other messages. Don’t take it personally.
Instead, send a polite nudge. Try something like, “Hey, just following up—wanted to make sure you don’t miss this great opportunity!” It’s service-oriented, not pushy, and keeps your brand top of mind.
5. Use Your Downtime Wisely
The holiday season isn’t just about surviving December. It’s also about setting yourself up for success in Q1.
While things slow down between Christmas and New Year’s, take the opportunity to plan ahead.
The Q1 highlights include:
- New Year’s resolutions (health, productivity, fresh starts—pick your angle!)
- Back-to-school or back-to-office messaging.
- Big events like Valentine’s Day, Chinese New Year, or Ramadan.
By thinking ahead now (Valentine's messaging starts in eight weeks time), you have the chance to commission or create your graphics, plan what you want to say and what you need to do.
Serving business? Don’t forget the fiscal calendar. A lot of people date their accounts from Jan 1st, whilst April 6 marks the new tax year. If you’re in finance, accounting, or a related field, that’s your cue to start planning promotions.
6. People First, Sales Second
We all know that the holidays can be stressful. It’s dark, cold, and people are juggling a million things. To stand out, focus on empathy and service. Your audience will remember that, compared to the relentless sales push done by other companies.
That might mean offering practical tips in your emails, a 'time out' space or just giving them a reason to smile (like the holiday games we mentioned earlier).
The Wrap-Up
The holiday season doesn’t have to be a mad dash; it can be a time to shine.
With a little planning, creativity, and empathy, you’ll not only survive but thrive.
So, grab a drink and start mapping out your holiday and Q1 strategies now. Your future self will thank you.
See you in the new year, ready to hit the ground running!
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