Give Your Email Marketing an Upgrade This Holiday Season

Email marketing remains one of the most powerful tools to engage with your audience during the holiday season. But with so many brands sending promotional emails, standing out requires more than a basic approach. Here’s how you can upgrade your email marketing strategy, drawing inspiration from companies that do it right.

1. Design Visually Appealing and Engaging Emails

A well-designed email can make all the difference in whether it gets opened or deleted. Brands like Anthropologie are known for their visually stunning email campaigns. They use clean, festive designs with high-quality images that align with their brand’s aesthetic, and they often incorporate GIFs to make their emails pop. The key is to maintain a clean layout that’s easy to navigate, while still packing visual punch. And don’t forget mobile optimization—over half of all emails are opened on mobile, so it’s essential to ensure a smooth experience across devices.

When H&M promotes their holiday collections, they keep their emails sleek but vibrant, using a combination of bold imagery and interactive elements to showcase new products. They also include prominent call-to-action buttons that make it easy for customers to explore their online shop.

2. Segment Your Audience for Personalized Content

Personalization is one of the biggest game-changers in email marketing, and Netflix is a master at it. Netflix segments its email list based on what users have watched, then sends personalized recommendations on what to watch next. This targeted approach increases the chances of customers engaging with their content.

You can do the same by segmenting your list based on customer data, such as past purchases, interests, and demographics. For example, Sephora sends customized emails to customers based on their beauty preferences. If a customer frequently buys skincare products, Sephora’s emails will focus on personalized skincare recommendations, increasing relevance and the likelihood of conversion.

3. Analyze Metrics to Optimize Your Campaigns

Metrics matter. Look at BuzzFeed, which meticulously analyzes its email campaigns to understand audience preferences. By tracking metrics like open rates, click-through rates, and conversions, they consistently refine their email strategy.

Suppose you notice that emails sent on certain days or times perform better. In that case, take a page from BuzzFeed’s playbook and adjust your scheduling based on those insights. They also conduct A/B tests on everything from subject lines to button colors to see which performs best. This data-driven approach helps ensure your emails are as effective as possible.

A well-designed email can make all the difference in whether it gets opened or deleted. Brands like Anthropologie are known for their visually stunning email campaigns. They use clean, festive designs with high-quality images that align with their brand’s aesthetic, and they often incorporate GIFs to make their emails pop. The key is to maintain a clean layout that’s easy to navigate, while still packing visual punch. And don’t forget mobile optimization—over half of all emails are opened on mobile, so it’s essential to ensure a smooth experience across devices.

When H&M promotes their holiday collections, they keep their emails sleek but vibrant, using a combination of bold imagery and interactive elements to showcase new products. They also include prominent call-to-action buttons that make it easy for customers to explore their online shop.

4. Segment Your Audience for Personalized Content

Personalization is one of the biggest game-changers in email marketing, and Netflix is a master at it. Netflix segments its email list based on what users have watched, then sends personalized recommendations on what to watch next. This targeted approach increases the chances of customers engaging with their content.

You can do the same by segmenting your list based on customer data, such as past purchases, interests, and demographics. For example, Sephora sends customized emails to customers based on their beauty preferences. If a customer frequently buys skincare products, Sephora’s emails will focus on personalized skincare recommendations, increasing relevance and the likelihood of conversion.

5. Analyze Metrics to Optimize Your Campaigns

Metrics matter. Look at BuzzFeed, which meticulously analyzes its email campaigns to understand audience preferences. By tracking metrics like open rates, click-through rates, and conversions, they consistently refine their email strategy.

Suppose you notice that emails sent on certain days or times perform better. In that case, take a page from BuzzFeed’s playbook and adjust your scheduling based on those insights. They also conduct A/B tests on everything from subject lines to button colors to see which performs best. This data-driven approach helps ensure your emails are as effective as possible.

6. Craft Compelling Subject Lines

Your subject line can make or break whether your email gets opened. Warby Parker is a great example of a brand that nails its subject lines. Their emails often use witty, engaging, and clear subject lines like “Can’t Miss This,” paired with a teaser of what’s inside, making it hard to ignore.

Another example is Grammarly, which uses subject lines like “You’ve Got New Writing Stats!” that pique curiosity and encourage opens. The key is to craft subject lines that are concise, specific, and give the recipient a reason to open your email. Avoid generic lines like “Check this out” in favor of something more compelling, such as “Holiday Deals You Don’t Want to Miss!”

7. Implement Automated Email Workflows

Automation allows you to engage customers throughout their journey without manually sending every email. Amazon is a prime example of this, with their automated abandoned cart emails. If you’ve ever left something in your Amazon cart, chances are you’ve received a gentle reminder in your inbox a few hours later.

Setting up automated workflows for triggers such as website visits or purchases helps you stay connected with customers. Zappos does this well by sending follow-up emails after purchases, thanking customers for their business and suggesting complementary products they might like. Automation doesn’t just save time—it helps keep your brand top of mind.

8. Optimize Email Deliverability

Deliverability is the behind-the-scenes hero of email marketing. Even the best email design and content won’t matter if it lands in the spam folder. Mailchimp, a leader in email marketing, emphasizes the importance of regularly cleaning your email list to maintain high deliverability rates. By removing inactive subscribers and avoiding spammy words, they help ensure emails actually reach the inbox.

Monitor your bounce rates, spam complaints, and sender reputation, and take steps to maintain a clean, healthy list. Brands like Shopify recommend regularly running audits on your email practices and adhering to best practices like making sure every email is opt-in and providing clear unsubscribe options.

Your subject line can make or break whether your email gets opened. Warby Parker is a great example of a brand that nails its subject lines. Their emails often use witty, engaging, and clear subject lines like “Can’t Miss This,” paired with a teaser of what’s inside, making it hard to ignore.

Another example is Grammarly, which uses subject lines like “You’ve Got New Writing Stats!” that pique curiosity and encourage opens. The key is to craft subject lines that are concise, specific, and give the recipient a reason to open your email. Avoid generic lines like “Check this out” in favor of something more compelling, such as “Holiday Deals You Don’t Want to Miss!”

9. Implement Automated Email Workflows

Automation allows you to engage customers throughout their journey without manually sending every email. Amazon is a prime example of this, with their automated abandoned cart emails. If you’ve ever left something in your Amazon cart, chances are you’ve received a gentle reminder in your inbox a few hours later.

Setting up automated workflows for triggers such as website visits or purchases helps you stay connected with customers. Zappos does this well by sending follow-up emails after purchases, thanking customers for their business and suggesting complementary products they might like. Automation doesn’t just save time—it helps keep your brand top of mind.

10. Optimize Email Deliverability

Deliverability is the behind-the-scenes hero of email marketing. Even the best email design and content won’t matter if it lands in the spam folder. Mailchimp, a leader in email marketing, emphasizes the importance of regularly cleaning your email list to maintain high deliverability rates. By removing inactive subscribers and avoiding spammy words, they help ensure emails actually reach the inbox.

Monitor your bounce rates, spam complaints, and sender reputation, and take steps to maintain a clean, healthy list. Brands like Shopify recommend regularly running audits on your email practices and adhering to best practices like making sure every email is opt-in and providing clear unsubscribe options.