New Trends In Holiday Email Marketing For 2014

Image courtesy of photoexplorer at

Image courtesy of photoexplorer at

Christmas is just a couple of months away and as with every winter holiday season the time for giving and receiving is becoming a hot topic for customers.

According to business advisors, shops are starting to stock popular seasonal items, children are writing their present lists and restaurants are taking in Christmas dinner bookings. This all leads to one thing, businesses vying for the attention of consumers and every year new trends appear in this constant battle.

Here are some of the new trends for 2014 which businesses are starting to use.

1. Spreading around the Christmas joy

Unlike with previous years where one day was the major focus, there are 24 potential days for your business to create special offers for customers. These days range from Halloween at the end of October to Martin Luther King Jr. Day in mid-January.

As a result, the average small business will send an estimated 19 promotional emails to each subscriber in October, 22 in November, 28 in December and 19 in January. This is a lot of copy to create for your campaigns and some businesses have turned to different content strategies to make their email marketing tactics unique.

So what content is in some of these emails?

The most common content is suggestions on what gifts consumers should buy for friends and family. However, this typical content strategy will only be highly successful for those brands who have a very loyal following and low competition.

The new trend is for advice emails where small businesses provide tips on anything from ‘how to host the perfect party’ to ‘what to do with unwanted gifts’. These are highly valuable to the reader and receive more interactions.

2. More Consumer Spending

This year, it is expected there will be an 8% increase in the consumers spend on Christmas gifts. This increase is much higher than the inflation rate and therefore provides evidence there is a strong economic recovery happening. What is fuelling this increase in spending? The number of special offer days available for consumers to buy products at a reduced price is one reason.

In November, there is Black Friday and Cyber Sunday (perfect days for promotional e-mails). In December there will be Cyber Monday, Cyber Tuesday, Free Shipping Day and Super Saturday – again all great days for promotional emails. And after Christmas there will always be the January sales, which can always yield good returns for a well crafted email.

So, unlike with previous years, there are a lot of times where you can send special promotional emails to your email list to gain their interest and provide them with offers available through your website or in store.

3. Small Businesses Have Focus

In the past, the focus has been on larger organisations with their nationwide offers. In 2014, there will be a day set aside to promote buying products from small business. This day is about actively encouraging customers to choose smaller businesses and is supported by business federations and governments.

But don’t just sit back and allow for your customers to find you. Become proactive and create an email campaign that will draw audiences to your website on the Saturday right after Black Friday in November. Start sending out a couple of emails before the day and remind your followers on the day. As the onus on the day will be about buying from small businesses, your website should perform well.


This holiday season is likely to be good for small businesses who are using email marketing to connect with their audience. Using their lists and sending high quality content and promotional emails at the right time, businesses can expect to see a rise in email interactions, website traffic and sales.

Take Action:

  • Plan your seasonal email marketing campaign, sending out emails for all the important dates.
  • Use a mixture of promotional emails and some providing advice for your customers.

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