January Email Newsletter Ideas: 30+ Strategic Campaigns Beyond New Year's Resolutions

The thought of January and New Year email newsletters can fill any marketing team with dread. It’s a loaded time of the year. You have to balance the hype for changes and new goals with the reality of post-holiday regret and ennui. 

Yes, your audience wants to make those New Year’s resolutions, but they’re also worn out from the sales and merriment of the past month.

Your audience wants to see more than the usual from you. Fulfilling that is understandably exhausting.

However, don’t forget that January isn’t just about the New Year and resolutions. There’s an entire calendar of email ideas ahead, and it’s your chance to show your authenticity and zest.

In this article, I’ll show you the best email ideas for January, from Dry January to National Thank You Month. 

We're not giving you another generic "send a New Year's email" checklist. Instead, you're getting a suggested roadmap for the entire month. 

Let’s get cracking.

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The Major Moments: Can't-Miss January Opportunities

January 1: New Year’s Day

The most obvious marketing email to send in January is about New Year’s Day. It’s a tried-and-true for a reason.

Everyone is excited for a fresh start, and they are open to behavior changes and new solutions.

However, New Year’s Day copy tends towards “new year, new you” and other cliches that all brands will probably use. Keep this in mind when formulating your New Year campaign. 

You want to stand out, not blend in. How do you do this exactly?

Dare to ask: "What if you didn't set resolutions this year?". What would your emails look like if you got rid of resolutions as a framework? 

Set an intention, theme, or even a word to guide the year. 

Also consider that audiences are getting cynical about resolutions. Create emails that speak to their concerns.

If that sounds too dreary, have a realistic, optimist approach to New Year’s resolutions. Yes, resolutions fail a week into the year but here’s how to make it stick–that kind of messaging. 

Lastly, don’t underestimate the power of community when making a fresh start.

Do a community-first January newsletter all about not being alone in a pursuit. Post group challenges and shared journeys and encourage readers to find an accountability partner. 

Prioritize connection over perfection and show that you’re an honest brand that tells it like it is.

New Year’s Day copy tends towards “new year, new you” and other cliches that all brands will probably use.

January 20: Martin Luther King Day

Is a Martin Luther King Day email suitable for your brand and audience? It’s a huge opportunity to show your principles, but you also risk sounding tone deaf if the campaign is a mismatch.

Who should engage in MLK Day campaigns:

• Your brand has a genuine civil rights/social justice commitment
• You're partnering with relevant organizations
• You have diverse team members/customers to spotlight
• You're promoting or facilitating service opportunities like volunteer programs, donation matching, or community service

If you otherwise don’t demonstrate a connection to the values of this holiday or you just want to sneak in a sale, it’s best to stay quiet. 

Don’t just use Martin Luther King Jr. quotes as content fodder for a slow day when you have not done anything previously to show that you are committed to social equity or justice issues.

If you do engage in MLK Day email campaigns, here are some great ideas:

• Choose action over words: Show what your company is doing that is aligned with MLK’s values. Announce donations, initiatives, or new policies. Show transparency about ongoing commitments to social justice.
• Amplify Black voices, creators, business owners, and leaders: Highlight African-American people and their work and make the email about them, not your brand.
• Suggest ways someone can serve on MLK Day: Suggest volunteer opportunities, actions, and organizations to donate to.
• Curate resources and educational content: Give context to the holiday and help readers understand Dr. King’s legacy. Recommend books, shows, and music.

January or February (dates vary): Lunar New Year

Lunar New Year, also called Chinese New Year, is the most popular Chinese holiday. It falls between January 21 and February 20 every year.

It’s celebrated by over 2 billion people across China, Korea, Vietnam, Malaysia, Singapore, and diaspora communities–a huge, opulent holiday with a global reach. 

The multi-day celebration involves family, food, gift-giving, and fresh starts. 

Each lunar year is connected with one of 12 zodiac animals. Each animal is associated with particular virtues.

For example, the snake is about wisdom, transformation, and renewal.

What is the perfect email to send on Lunar New Year?

You have a lot of options, as this is a holiday replete with commercial opportunities, no matter what industry you’re in.

Content Angles and Ideas

• Red and gold are the colors of Lunar New Year. Red envelopes with money are traditional gifts. Gold is associated with prosperity.
• Capitalize on the gift-giving tradition by promoting gift sets and premium products with luxe packaging. Gold and jewelry are also popular items.
• Themes of luck: Incorporate lucky numbers, auspicious symbols, and the year’s zodiac animal into your emails. 
• Traditional symbols: Use lanterns, dragons, firecrackers, and cherry blossoms.
• For fashion brands, red clothes are the most lucrative. People are eyeing new clothes during this holiday. They are also interested in traditional attire like qipao.
• Beauty products also shine during Lunar New Year because people want to look holiday-ready.
• Food is also a huge component as families gather together for feasts. Feature lucky foods, Chinese or traditional food, dumplings, and the like. This is also an opportune time for cookware and flatware brands to flaunt their items.
• Home and decor: Spring cleaning is done before the holiday to remove bad luck from the house and make way for good luck. This is an opportunity for home and decor brands to promote their products, especially cleaning supplies, organizaational tools, flowers, and red decorations.

The January Movements and Trending Moments

Dry January

Dry January is a unique event in that it’s less of a celebration and more of a challenge. This campaign invites people sign up to abstain from alcohol for the entire month.

It was started in 2013 by Alcohol Change UK and has spread worldwide since. In 2024, 215,000 people signed up to participate in Dry January globally. 

Dry January matters to more brands than you think. It’s not just for non-alcoholic beverage brands, though they do profit the most from it.

As seen in the numbers, Dry January attracts a significant percentage of the population. These people need support and motivation as they try to achieve their goal.

That’s not to mention that money not spent on alcohol will be spent elsewhere.

Brands that should consider sending a Dry January email:

• Non-alcoholic beverage brands
• Supplement brands
• Fitness brands
• Sleep and other wellness brands
• Hobby brands
• Books, streaming, gaming brands (entertainment alternatives)
• Social apps and communities (for sober socializing)
• Health technology
• Beauty brands
• Home goods (how to spend a cozy night-in)

Dry January matters to more brands than you think. It’s not just for non-alcoholic beverage brands, though they do profit the most from it.

Content Angles and Ideas

• Give tips and advice on how to stick to sobriety
• Suggest recipes, activities, and alternatives to alcohol in social situations
• Celebrate their milestones
• Create a sense of community to make them feel they’re not alone
• Post the benefits and what to expect when quitting alcohol, week by week
• Recommend products (“swap this for that”) and ways to relieve stress and wind down at night, instead of drinking
• Show the science and educate them about the physical effects of quitting alcohol

National Thank You Month

Did you know January is also National Thank You Month? 

It’s a celebration about acknowledging the people in your life and being grateful for them. People are encouraged to do acts of kindness, show appreciation for the little things, and make someone smile.

Of course, this is also an excellent opportunity to spotlight your customers. Show your gratitude in your emails and write a thank you note for them.

Avoid making this occasion about a sale or an ask from your subscribers. It should be no-frills, just a simple thank you.

A gesture of gratitude stands out because it’s unexpected during the bustle of January.

Content Ideas and Angles:

• Acknowledge your audience directly (“Thank you for being with us for the past 5 years”)
• Express what your customers’ support has given you or allowed you to do. 
• Look back on your brand’s history and how your customers made it possible.
• Humanize your brand by featuring your team. Use photos and signatures.
• Write a heartfelt note from your founder or CEO.

January Newsletter Ideas

There’s more to January than the above. These are some events that happen during the month. Choose which one fits your brand and start creating. 

Daily January Celebrations

January 4

• World Braille Day
• National Trivia Day

January 8

• World Typing Day

January 12

• National Glazed Donut Day
• National Hot Tea Day

January 15

• National Bagel Day
• Strawberry Day

January 19

• National Popcorn Day

January 21

• National Hugging Day
• Squirrel Appreciation Day

January 22

• National Polka Dot Day

January 23

• National Pie Day
• National Handwriting Day

January 24

• National Compliment Day
• International Day of Education

January 25

• Opposite Day

January 27

•  International Day of Commemoration in Memory of the Victims of the Holocaust

January 26

• Australia Day
• International Day of Clean Energy

January 29

• National Puzzle Day

January 30

• National Croissant Day
• CTE & RHI Awareness Day

January 31

• National Hot Chocolate Day

Month-long January Celebrations

• Veganuary
• National Hobby Month
• National Blood Donor Month

Week-long January Celebrations

• January 20–24: National Clean Out Your Inbox Week
• January 1–7: New Year’s Resolutions Week

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Make your January emails different this year

The brands that win January aren't the ones shouting loudest about resolutions.

They're the ones showing up authentically on Lunar New Year, supporting their audience through Dry January's difficult second week, expressing genuine gratitude during National Thank You Month, and yes—maybe even having fun with National Popcorn Day when everyone else is being deadly serious.

We hope these ideas inspire you to refresh your campaigns for the new year and connect with your audience in better, more authentic ways.

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

FAQ

What are the most important January email marketing opportunities?

The major opportunities include New Year's Day (January 1) for fresh-start messaging, Martin Luther King Jr. Day (January 20) for values-driven brands with authentic commitments, and Lunar New Year (January 29, 2026) for reaching the 2+ billion people celebrating globally. Additionally, month-long movements like Dry January and National Thank You Month offer sustained engagement opportunities beyond single-day campaigns.

How can brands participate in Dry January if they don't sell non-alcoholic beverages?

Dry January is relevant for surprisingly diverse brands including fitness, wellness, beauty, home goods (cozy night-in alternatives), entertainment (books, streaming, gaming), and even financial services (helping people track money saved). The key is positioning your products as alternatives, support systems, or ways to redirect the money and time previously spent on alcohol—from stress-relief products to hobby supplies to self-care items.

When should brands avoid sending emails about cultural or awareness days?

Stay silent when you have no authentic connection to the cause, haven't previously demonstrated commitment to related issues, or can't back up your message with concrete actions beyond a single email. For sensitive days like Martin Luther King Jr. Day or Holocaust Remembrance Day, performative participation without substance causes more harm than good—silence is always preferable to tone-deaf or opportunistic messaging that centers your brand instead of the community or cause.