Picture this: It’s November 1st, and your competitors are already flooding inboxes with Black Friday teasers. You’ve got your mobile optimization dialed in, your send times mapped out, and your automation ready to go (if you missed those basics, check out my previous post).
But here’s what separates good holiday campaigns from great ones: the tactics nobody talks about enough.
You’re not alone if you feel like you’re missing some secret strategies. Most marketers stick to the basics and wonder why their results are just… okay. The truth? There are proven tactics that can dramatically boost your holiday email performance, but they don’t get the spotlight because they require a bit more thinking.
The good news? These strategies aren’t complicated. They’re just underutilized. And with the holiday season approaching fast, now’s the perfect time to add them to your arsenal. Let’s dive into the advanced holiday email tactics that will make your campaigns stand out from the crowd.
Re-engagement campaigns are pure gold right now
Your inactive subscribers? They’re about to start shopping. The holidays make people check email accounts they’ve ignored all year.
Send a “we miss you” message in early November with a special comeback offer. You’ll reactivate subscribers who are actually ready to buy right now. Use your email list to identify subscribers who haven’t opened in 60+ days and target them separately.
Email preview text is the most underused tool
Everyone obsesses over subject lines, but preview text shows up right next to your subject line in the inbox; that’s prime real estate you’re probably wasting.
Bad preview text: “View this email in your browser”
Good preview text: “Free shipping ends tonight + early access to our gift guide”
Treat preview text like the second half of your subject line. AWeber lets you customize this for every email, so use it. Need help writing compelling preview text? Check out our blog post.
Dynamic content saves you from sending 10 different emails
Instead of creating separate campaigns for different segments, use dynamic content to show different products based on past purchases, change your opening line based on customer history, or adjust shipping deadlines based on location.
One email, multiple versions. Way more efficient than managing a dozen separate campaigns. Learn more about personalizing your emails with dynamic content in the AWeber Knowledge Base.
Countdown timers create real urgency
Add countdown timers to your emails for flash sales, last day for guaranteed delivery, or limited inventory situations. Nothing says “act now” like watching time actually tick down. Just make sure the countdown is real; fake urgency kills trust.
Post-holiday emails are money sitting on the table
Everyone focuses on November and December, but January is when smart marketers clean up with “treat yourself” campaigns for people spending gift cards, exchange promotions, and New Year resolution tie-ins.
The competition drops off dramatically after Christmas. Keep emailing when everyone else stops.
Strategic email frequency during the holidays
People are more receptive to emails during the holidays because they’re actively shopping. You can strategically increase frequency for your most engaged subscribers during peak weeks, but watch your metrics closely.
Test a modest increase (like going from once a week to twice) and monitor your engagement rates. If you see opens and clicks holding steady or improving, you’re good. If they drop, pull back.
The key: every email needs to deliver real value. More emails only works if each one gives subscribers a reason to open it.
The biggest mistake? Stopping on December 26th
Your competition abandons their email lists on December 26th. Don’t be like them. People are still spending gift cards, making exchanges, and starting fresh with new purchases through January.
Feeling overwhelmed? Let us handle it for you
Look, I get it. The holidays are chaotic enough without stressing about every email campaign. That’s why AWeber offers a Done For You service where we create your holiday campaign, design your template, and set up your automation so you can focus on fulfilling orders instead of writing emails.
Learn more about AWeber’s Done For You service and take the email stress off your plate this holiday season.
Want to DIY it? Check out these resources:
Your turn! What holiday email tactics worked surprisingly well for you last year? Drop your experiences below!