6 Tips on Writing Festive Ecommerce Emails That Shine

It’s the time of year when retailers are keen to send their customers ecommerce emails that will stand out in their inboxes. Here are six tips on how you can write an effective email to your customers this Christmas.:
1) Include a personal touch: Your subscribers want to feel like they’re getting something special from you, so don’t forget about them as soon as the season ends.;

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The holidays are approaching, albeit they may look a bit different this year due to Covid-19. With more people choosing to online purchasing for safety reasons, 2020 will be the year for ecommerce firms to excel over the holiday season.

With the holiday season approaching, it’s critical to lock and load your Christmas emails so that they can run on a predetermined timetable. 

We’ll look at 6 email writing strategies in this piece to help you generate festive ecommerce emails to boost sales during the holiday rush. 

The Importance of Holiday Emails in Your Ecommerce Strategy (Especially in 2020)

A Shift in Consumer Attitudes

In many sectors, consumer behavior alters during this time of year, accounting for at least 25% of total retail sales for the year. This year, particularly because ecommerce traffic has been growing since April, this is much more probable. Customers are looking forward to the impending holidays, which may contain numerous key events and gift-giving festivities, such as Hanukkah, Christmas, and New Year’s Eve, depending on what they celebrate. 

The Time Constraint

Pre-holiday sales like Black Friday and Cyber Monday have encouraged a rush to buy anything from new dinnerware for family feasts to the newest Playstation as a present. As a result, holiday ecommerce emails must be designed expressly to account for this passionate customer behavior while still acknowledging the competitive nature of the industry. There are multiple holidays in a row, which necessitates the purchase of a big number of products in a short period of time. 

The Risk of a Pandemic

It’s also worth noting that this year will be different, with a greater emphasis on online purchasing. With individuals all across the world concerned about the epidemic, more people will avoid purchasing in stores and rely nearly entirely on online shopping choices. 

These clients are also bringing bigger wallets: more than half of those polled indicated they planned to spend more this year after postponing trip plans. 

Holiday ecommerce emails that are well-planned and written are a great way to boost revenue rapidly. People are often stuck at this time of year, seeking for last-minute gift ideas for their partners, siblings, parents, in-laws, friends, and colleagues. A few helpful recommendations might go a long way in helping them and you. 

1. Create exciting, holiday-themed subject lines. 

Everyone will be inundated with emails right now, but if you can be clear about what you offer while making it seem celebratory and exciting, you can cut through the noise.

When consumers are in the mood to purchase for the holidays, you may utilize alliteration, references to seasonal puns, and a joyful, optimistic, and perhaps emotive tone to get their attention. 

Below are three examples of how three different companies handle this.

Duluth Trading urges consumers to “Move Your Sleigh!” to get a discount, emphasizing the need of acting quickly. 


Farmgirl Flowers’ “12 Faves of Christmas” highlights seasonal arrangements and encourages sales by referencing the 12 days of Christmas. 


With their topic line “Have Yourself a Tiek Blue Christmas,” Tieks makes two allusions, both in “have yourself a joyful Christmas” and “blue Christmas.” 


These are all excellent examples of “sticky” (or “memorable”) brands that your target audience will recognize and react to. 

You may split-test various subject lines to discover which ones are most effective, but remember to keep them short and to the point. It’s fantastic to be creative, but it shouldn’t come at the price of causing people to be confused.

2. Present various products as ideal gifts. 

Do you have any tiny products, or items that cost $20 or less, that would make great stocking stuffers? Perhaps a high-value item that would make the ideal Christmas present for someone with a sense of adventure? 

Examine your consumers and product lines to see where a great fit exists for promoting the correct product lines to the right customers. Individual emails or a customized “gifting guide” might be used to position these things as ideal presents.


Pact offers six different things in this email, three of which are framed as ideal presents. There’s a “for the family” pack, drawstring pants next to a Christmas present, and underwear with a “stocking stuffer” tag. All of them are reasonably priced, making them excellent selections for couples seeking for present ideas. 

By reminding people that these goods would make great presents, it encourages them to consider them as such even if they wouldn’t otherwise. 

3. Inform users of how long they have to place an order. 

When particular holidays approach, procrastinating consumers often get concerned about whether or not their presents will arrive on time. Whether they aren’t sure if their 15-pound turkey will arrive in time for Thanksgiving, they may be cautious to purchase a roasting pan. This is particularly true when it comes to Covid-related shipment delays. 

In your communications, let people know how long they have to purchase. This not only sets reasonable expectations, but it also highlights things that are available for purchase and ship quickly, while also generating a sense of urgency. 

Last year, Williams Sonoma did something similar with a holiday email, reminding consumers that they only had “3 days left to purchase” and providing a unique date for when those orders were to be completed in order to arrive in time for Christmas. 


You can see another great example below from Francis Lofts & Bunks, which features a reminder that it’s the “last chance to order and receive your bed by the holidays’. 


4. Create personalized email campaigns based on previous purchases. 

Simply by delivering more relevant material to the correct consumers, segmented and customised email marketing may help you improve sales. As a result, personalization should be applied in all emails.

You wouldn’t send an email marketing accessories for the newest Samsung smartphone to someone who had just bought an iPhone. 

You may increase the possibility that consumers will see presents that are relevant to them by giving out customised ideas and “gifts for you” hints. Most people purchase something for themselves or ask a spouse to buy something for them for Christmas, so this is a wonderful way to get on their radar. 

The email below from Rover is an excellent example of segmentation and personalisation. 


Rover sent out an email with the dogs’ names in the subject line, as well as links to dog-related material. Cat owners are likely to have received a similar email with material tailored to their feline companions. 

5. Encouraging users to create wishlists is a good idea. 

As the Christmas season approaches, everyone has a wishlist of items they’d want to receive. 

Allowing customers to make wishlists using a dedicated feature on your site may let them put everything they want on a list that they can then “discreetly” email to family or friends for “helpful tips.” 

Encourage people to establish their own wishlists and share the link with friends and family if your site has one. Because most individuals are delighted to be given suggestions for gifts, this is likely to be well-received by everybody. 

Tieks has a practice of holding competitions focusing only on their Wishlist throughout the Christmas season. 


Users may add all of their favorite shoes to the list, specifying their size and color preferences, and then email it to their contacts. They’ll be eligible to win the full wishlist if they do! It’s a win-win situation, and in the worst-case scenario, they’ll each get one new pair of shoes. 

6. Don’t Forget About Your Abandoned Cart and Order Confirmation Emails.

Depending on your business, the typical abandoned cart rate is about 70%, which represents a huge potential for companies to recapture high-intent consumers for sales. 

When a consumer abandons their basket after adding at least one item to it, an email is immediately sent. These autoresponder campaigns may be set up to send an abandoned cart campaign one hour, twelve hours, or twenty-four hours after the cart is abandoned, displaying the item the user “forgot.” 

An order confirmation email is a receipt you get after making a purchase that contains important transactional information. These may be used to lure more purchases if handled correctly.

During the holiday season, both sorts of emails may be used to sell items. Here are a few strategies to help them be even more effective:

  1. Featured products that a user was previously interested in

  2. Similar goods that the user may like 

  3. Offer a bonus discount on any goods that are still in the basket. 

  4. Offer a free Christmas promo delivery ahead of time. 

  5. Use the “fear of missing out” strategy.


All of these email writing strategies are intended to enhance sales by reminding consumers of things they loved and placing comparable products in high-visibility locations. 

However, the majority of them are standard ecommerce email marketing strategies. Including the one thing that sets you apart might be a smart idea. A well-crafted product narrative distinguishes you from the competition and encourages consumers to return to abandoned carts. We like how EVERLANE employs this strategy in the following email:


In your purchase confirmation emails, brand and product tales may be quite effective. 

Sometimes all it takes is a single sentence, like in Casper’s example:


As you can see, order confirmation and cart abandonment emails may both be utilized to promote sales over the holiday season with the correct methods. A unique price, a list of related goods, free shipping for early birds, and a well-crafted product narrative may all help your Christmas mailings sparkle.

Last Thoughts 

Many of the same fundamental best practices that you use to generate highly engaging ecommerce emails throughout the year will apply to writing festive holiday emails, while certain methods may need to be fine-tuned, altered, or intensified to have the most effect at this time of year.

Keep your email text as short as possible, include high-quality product photographs, and make it simple for customers to click on a product image and be sent directly to that product page on your site. The simpler the converting process is, the better. 

Do you need help creating holiday ecommerce email marketing for your company? Email newsletters from skilled copywriters start at $25 on our Content Marketplace. Here’s where you can learn more about how we can assist you. 

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