How to Write Holiday Emails That Actually Get Opened

by Kaitlynn Tovar |

November 10, 2025

You’ve brainstormed the perfect promo.
Your holiday graphics are on point.
You’ve scheduled the send…

And then… crickets.

Zero opens.
Minimal clicks.
One unsubscribe (rude).

So what gives?

The truth is, inboxes are chaotic during the holidays. Everyone from your local dog groomer to your cousin’s Etsy side hustle is sending an email. And most of them? Deleted faster than you can say “free repairs.”

But it doesn’t have to be that way. You just need to stand out — without sounding like a pushy elf on a marketing sugar high.

Here’s how to write holiday emails that actually get opened (and even clicked).

1. Start With a Subject Line That Doesn’t Sound Like Everyone Else’s

If your subject line says “Holiday Sale Inside!” or “Limited Time Offer!” … congrats—you’ve officially joined the pile of emails no one opens.

Try this instead:

  • Make it personal: “Sarah, this deal has your name on it.”
  • Make it weird: “We did what to your gift guide?”
  • Use a little intrigue: “Before you hit ‘Buy’ anywhere else…”
  • Add a festive pun only if it feels natural: “Sleigh your holiday shopping.”

Pro tip: Test a few subject lines. What you think will work might surprise you.

2. Don’t Wait Until December 24th

The holidays don’t sneak up on consumers—they sneak up on marketers. Waiting too long to send your holiday email is a classic mistake.

Here’s the play:

  • Start teasing early (think early November, or even late October)
  • Build anticipation with a series, not just one send
  • Remind people of shipping cutoffs and stock limits (urgency that isn’t sleazy)

The inbox gets louder the closer we get to December 25. Early birds don’t just get the worm—they get the clicks.

3. Give Your Emails Actual Value

No one wants another email that says: “20% off! Shop now!”
Cool. So is everyone else.

What you can do instead:

  • Share a holiday gift guide
  • Give tips on how to use your product during the season
  • Offer a freebie or bonus download (checklists, templates, recipes, etc.)
  • Run a giveaway or “12 Days of…” style event

The more helpful (or delightful) your email is, the more likely people are to open the next one you send.

4. Make It Easy on the Eyes

This is not the time for a giant wall of text or confusing layouts. If your email is hard to skim or looks like a bad holiday sweater, people won’t stick around.

Quick design wins:

  • Keep paragraphs short (like this!)
  • Use large, clickable buttons for CTAs
  • Add festive but clean visuals (no blinking lights, please)
  • Optimize for mobile — most people are reading in line at Target anyway

5. Show a Little Personality

People connect with people, not companies. So don’t write like a robot in a Santa hat.

Instead, try this:

  • Use a friendly tone — write like you talk
  • Add a behind-the-scenes note (like how your team celebrates)
  • Sign off with a real name or team photo
  • Inject humor if that fits your brand — even a dad joke can work

When you sound real, you stand out.

6. Don’t Forget to Measure

If you’re not tracking open rates, click-throughs, and conversions, you’re basically throwing emails into the North Pole void.

Track these things:

  • What subject lines performed best
  • What time of day your audience engages
  • Which offers actually converted
  • How many unsubscribes each email got (it happens, and that’s okay)

Then use that info to get better every year. Future You will thank you.

Contact VitalStorm For All Your Digital Marketing Needs Today

The holidays are noisy — but your emails don’t have to be. With the right subject lines, a little value, and a sprinkle of personality, you’ll earn those opens (and the sales that come with them). Now go forth and sleigh your marketing campaigns. And if you need a little extra help from Santa’s reindeers, contact VitalStorm today!