Best December Email Marketing Ideas (with Examples)

December is both a goldmine and a minefield for marketers. Your email strategy can make or break Q4 results, but don’t forget: your competitors are thinking the same thing. 

While you're planning the perfect Christmas Eve campaign, your competitors are split-testing subject lines, optimizing send times, and potentially engaging your shared audience first.

Why should you plan your December emails carefully? It’s because the stakes are high. 

December accounts for up to 30% of annual revenue for many retailers, and email remains the highest-ROI channel with an average return of $36 for every dollar spent. 

On top of that, there’s a lot more noise in inboxes come December. People receive more promotional emails in the last quarter than at any other time of the year.

All this means that you need to plan ahead and scope out your competition. You need good strategy and good timing, whether you’re in retail, SaaS, lifestyle, or B2B.

In this article, I will help you get started in mapping out a December email strategy, including the key dates and messaging angles that are sure to resonate with your audience, plus real-world examples I’ve taken from Panoramata.co.

Key December Email Marketing Opportunities

Think of crafting your December campaigns with intention, not instinct. Here are the must-do emails for this time of the year–the ones you shouldn’t skip at all costs.

Cyber Monday

In recent years, Cyber Monday has fallen on the start of December. It is the Black Friday for digital and ecommerce brands.

Cyber Monday continues the Thanksgiving and Black Friday shopping sprees, kicking off December sales events. It potentially sets the tone for the rest of the month.

However, this is a marketing-saturated event that you need to prepare carefully for. You can stand out from your competitors through the following strategies.

• Early Access Strategy: Reward email subscribers with 24-48 hour early access starting Sunday evening. This creates exclusivity and lets you capture sales before the Monday chaos. Your VIP is also key here. Give your most valued customers early access and craft a separate email for them. 
• Countdown Timers: Real-time urgency works. Emails with countdown timers see higher click-through rates during major sale events.
• Clear Value Propositions: Don't make them hunt. Lead with your biggest discount, best offer, or most compelling benefit in the subject line and preview text.
• Segmented Discount Structures: VIPs get 30%, regular customers get 25%, cold subscribers get 20%—reward loyalty while still capturing new buyers.
• Stock Indicators: "Only 12 left" or "Selling fast" social proof creates legitimate urgency without feeling manipulative.

Green Monday

Green Monday falls on the second Monday of December and it’s an often overlooked sales opportunity that was historically one of the top online shopping days of the year. 

Brands position Green Monday as a chance for last-minute shoppers or those who missed Cyber Monday to grab discounts and get orders in time for Christmas. It’s a promotion that works well for brands with longer shipping times, as a result. 

As a bonus, Green Monday also faces less competition than other major sales and people are often ready to buy as all major sales have finished around this time.

Here’s how to create an enticing Green Monday campaign:

• Use “second chance messaging”. This can be as simple as saying “Missed Cyber Monday? We’ve got you.”
• Emphasize a shipping deadline e.g. “Last day to order for guaranteed Christmas delivery”
• Highlight fresh inventory
• Reduce decision fatigue by creating simple gift guides for procrastinating shoppers.
• Flaunt social proof such as reviews, testimonials, and money-back guarantees.
• Answer logistical questions such as return policies, delivery estimates, and shipping cutoffs.
• Provide gift card options for those truly stumped about what to buy.

Green Monday is a gold rush for brands with business buyers, research-oriented shoppers, and those that have spare inventory during Cyber Monday.

Other Calendar and Cultural Moments for December

Hanukkah

Hanukkah, for those unfamiliar, is a Jewish festival that lasts for eight days and begins on Kislev 25 in the Hebrew calendar. 

Due to its duration, it’s a strategic time for brands to engage with their audience multiple times. That’s why a one-off “Happy Hanukkah” email, while a good effort, is still a missed opportunity. 

Instead, you can create an email series just for Hanukkah with eight, or however many you wish, touchpoints. 

Ideas for this email series include daily reveals, a gift guide (one category for each night), progressive discount (discounts increase with each night), and promotions with themes around the number eight (8 bestsellers, 8 gifts under $80, etc.). 

These are just some ideas for Hanukkah. In truth, there are so many themes around this religious observation. Here are a few more ideas you can integrate. 

• Themes of light/candle/miracles
• Family-focused emails (Hanukkah is a family-centric celebration)
• Recipes for Jewish food and delicacies
• Menorah decorating
• Spotlight charitable causes and Jewish-owned businesses

Always remember to be culturally sensitive. If you are unsure about a certain email message, consult with Jewish contacts or advisors.

Respect the holiday by using correct terminology and acknowledging Hanukkah on its own terms (avoid saying it's “Jewish Christmas”). 

Winter Solstice

Winter solstice is the longest night of the year and one of the few secular celebrations in December. That means you can really stand out in inboxes that are filled to the brim with Christmas messaging. 

Winter solstice is all about night imagery. Think midnight blue, silver, deep purple, and celestial themes. Restoration and contemplation are also staples of winter solstice campaigns, which means it’s a big day for wellness, beauty, self-care, and home brands.

If your brand has connections to nature, cycles, personal development, eco-consciousness, spa services, and the like, now is the time to start planning a winter solstice campaign.

But if that’s not you, don’t worry, because the winter solstice is perfect for any brand that wants to differentiate itself and stand out in inboxes. 

Here are some winter solstice ideas you should try.

• Give them permission to rest and slow down. Suggest self-care rituals for dark winter nights.
• Promote products that create a cozy, restorative environment. 
• Invite them to take a break from the holiday hustle
• Invite them to make a fresh start: Days get longer, there is a transformation, new goals to set. This is also a great time to transition into New Year’s campaigns.
• Give journaling prompts and reflection points.
• Lean into celestial and astronomical themes (the science of the solstice, stargazing guides, cosmic perspectives).
• Invite them to connect with natural rhythms and ground themselves amidst modern stressors.
• Use a more minimalist aesthetic to counteract cluttered, vibrant holiday visuals. Try deep blues, silvers, whites, and midnight purples.

Restoration and contemplation are also staples of winter solstice campaigns, which means it’s a big day for wellness, beauty, self-care, and home brands.

Christmas Eve

Christmas Eve is the last hurrah for shoppers in December. You need to play into buyer psychology at this time and try a different strategy than the earlier emails in December. 

Your audience has a problem: they forgot to buy a gift, or their original gift fell through, for whatever reason. They are in a panic and are willing to pay high prices for speed. 

That’s the perfect storm for you, the brand. Panic, urgency, scarcity–all signs point to conversion, if you do this right.

What emails work for this final sales opportunity? You have a number of options.

• Digital gift cards: Unlike physical gifts, these can be delivered instantly or printed at home. They also come in different price ranges with options for customization or a personal message.
• Instant downloads: Same as the above, these are great for last-minute buyers because they can be forwarded. You can offer e-books, courses, music, or even printables to wrap.
• Express shipping: Customers will thank you if you have same-day delivery options, in-store pickups, or shipping deadlines for Christmas Day delivery. This really nurtures brand loyalty because they’ll be grateful for a brand that saves them in their hour of need.
• Donations in someone’s name: Charitable donations are great, meaningful gifts for the right person, playing into someone’s wish to give back. At least, it will give an easy gift choice for someone who already “has it all”.
• Experiences: Some shoppers prize experiences more than physical goods so have something ready for them, too. Experiences can include event tickets, spa sessions, restaurant vouchers, and other things that are claimable after the holidays (creating anticipation as well).
• Subscriptions: Speaking of gifts that are not physical, subscriptions can really save the day. Provide gift subscriptions, annual memberships and perks like giving the first month for free. This option is ideal for meal kit brands, streaming apps, and product clubs like beauty boxes. 

One final tip for sending Christmas Eve emails: don’t judge them for buying gifts at the last minute. Instead, position yourself as the hero who solves their problem. Reduce their stress and give solutions, not shaming.

Christmas Day

Don’t think that you have to send a Christmas Day email to your subscribers. It’s not a must-do. You need to consider your audience and your brand first. This email should still have intention.

Christmas Day emails can work for:

• Media brands (games, books, music, podcasts, streaming)
• Food (delivery and restaurants)
• Travel (hotels, airlines, travel booking sites)
• Apps and digital services (fitness apps, education, goal-setting tools)

For B2B brands, a Christmas Day email might not be as optimal because people are taking a day off work or receiving personal greetings, so your emails might be buried.

Also consider that for Asia, the Middle East, and other parts of the world that don’t celebrate Christmas, it will be business as usual. So if you’re an international brand with a huge audience in these parts of the globe, consider skipping the Christmas greeting. 

If you do opt to send a Christmas Day email, make it one about gratitude and appreciation. 

A simple thank you would be great, with minimal to no CTAs. Add team photos and other human elements to keep the email warm and cozy. 

Don’t think that you have to send a Christmas Day email to your subscribers. It’s not a must-do. 

You can also try:

• Film and book recommendations
• Activity ideas
• Recipes for leftovers
• Self-care tips
• Giving-back content (donations, community service, impact reports)
• Teasers for the next year and sneak peeks

Be very intentional about sending a Christmas Day email, and if you do choose to send one, keep it short, otherwise, you risk unsubscribes. 

Send better December emails with competitor tracking

December is a month of immense opportunity for email marketers, but it's also a minefield of competition. Success isn't accidental; it comes from crafting your campaigns with intention, not instinct.

To build a winning strategy, you need good inspiration and a clear view of the competitive landscape. That’s where Panoramata comes in. 

Instead of guessing what your competitors are doing, you can see their entire email strategy in one place. All the real-world examples featured in this article were taken from Panoramata.co, which you can use to find endless inspiration for your own campaigns. 

Track the best brands, see what’s working, and build a December email plan that is sure to resonate with your audience.

Want more ideas and inspiration? Check out our email swipe file with over 100 newsletter ideas you can use for your next campaign. 

FAQs

What is a good strategy for a winter solstice email campaign? 

A winter solstice campaign is a great way to stand out from typical Christmas messaging. Brands can use themes of restoration, contemplation, and coziness, which works well for wellness, self-care, and home brands.

How can brands make their Cyber Monday emails stand out? 

To cut through the noise, brands can offer subscribers early access to sales, use countdown timers to create urgency, and segment discounts to reward loyal customers with better deals.

Should I send a Christmas Day email to my B2B clients? 

It may not be optimal for B2B brands to send a Christmas Day email, as recipients are likely off work and your message could get buried among personal greetings.