The holiday season is just around the corner, which means shoppers everywhere are gearing up to find that perfect gift.

And if you’re in the email marketing game, it’s your time to shine!

Gift guide emails are an absolute holiday must—they make shopping easier for your customers and put your products in the spotlight.

Imagine this: you’ve got a holiday email lineup that’s not only eye-catching but makes your customers feel like they’ve stumbled upon the ultimate gift-finding shortcut.

Whether they’re shopping for “the person who has everything” or “budget-friendly finds,” a well-curated email campaign can help you cut through the holiday noise and create a stress-free shopping experience.

Let’s jump into some creative strategies and real-life examples to help you design gift guide emails that are as festive as they are effective.

1. Segment Your Audience for Personalized Gift Suggestions

Effective holiday emails start with well-thought-out audience segmentation.

Customers are more likely to engage with emails that feel tailored to their needs, so divide your list based on shopping preferences, past purchases, or customer demographics.

Instead of sending a “one-size-fits-all” gift guide, brands like Etsy have made an art of segmentation.

Every holiday season, they create emails that feel custom-made: think “Gifts for the Plant Lover,” “Perfect Finds for the DIY Enthusiast,” or “Budget-Friendly Gifts Under $50.”

Each email list is built based on user preferences and past purchases, ensuring customers only see products they’re likely to love.

This makes it much easier for shoppers to navigate their holiday options—and for Etsy, it means more clicks and conversions.

Tip: Use purchase history or click data from past campaigns to guide segmentation.

Email marketing platforms like Mailberry can help you tag and group customers by interest or shopping behavior, creating highly targeted, engaging emails.

2. Plan Early and Schedule a Series of Gift Guide Emails

Let’s talk about timing.

Sending a single holiday gift guide email won’t cover all types of shoppers, so planning a series is a game-changer.

Amazon does this exceptionally well, beginning its gift guide emails in early November and creating anticipation that grows with each email.

They start with a “Holiday Sneak Peek,” then move to “Gift Ideas for Early Birds,” followed by themes like “Black Friday Must-Haves” and “Top Picks for Last-Minute Shoppers.”

Each email covers a different audience segment, ensuring everyone finds something that fits their budget and timeline.

Tip: Set up a holiday email calendar that gradually ramps up toward peak shopping dates like Black Friday and the shipping cutoff for Christmas.

Scheduling emails this way keeps shoppers engaged and minimizes the feeling of being overwhelmed.

3. Use Eye-Catching, Holiday-Themed Visuals to Inspire Purchases

Visuals can make or break holiday emails.

During the holiday season, brands like Anthropologie and Sephora create emails that feel like scrolling through a beautifully wrapped gift catalog.

Anthropologie, for instance, uses festive colors, playful fonts, and a cozy, wintery look that immediately evokes holiday warmth.

Their emails are segmented by categories like “For Her,” “For Him,” or “For the Host,” helping recipients visualize their options without even leaving the inbox.

Tip: Try using a tool like Canva or Adobe Spark to create holiday-specific visuals that resonate with your brand’s identity.

Themed designs, such as snowy backgrounds, red-and-gold accents, or gift icons, add to the festive feel.

4. Incorporate Curated Gift Lists and Bundle Deals

People love curated lists because they simplify decision-making.

Brands like The Body Shop are experts at this, creating “Holiday Gift Sets” emails that feature products bundled by theme—think “Self-Care Kits” or “Top Picks for Teens.”

These bundles make customers feel like they’re getting more value while also highlighting multiple items that might interest them.

Bath & Body Works similarly groups items into gift-ready sets, often with a slight discount or free gift wrapping.

It’s a win-win!

Tip: Curate your products into small, themed collections that match customer interests, like “Gifts for Foodies” or “Wellness Must-Haves,” and highlight bundles for convenience.

It’s a simple way to inspire customers and increase the average order value.

5. Highlight Limited-Time Offers and Shipping Deadlines

Creating urgency through limited-time offers and shipping deadlines can work wonders during the holiday season.

ASOS, for instance, adds countdown timers to its emails in December, reminding shoppers of shipping cutoffs for guaranteed Christmas delivery.

Each email feels like a gentle nudge to finish shopping before it’s too late.

Urgency-driven emails like “Order by Friday for Christmas Delivery” are highly effective for holiday shoppers who may still be finalizing their lists.

Tip: Include clear CTAs like “Shop Now for Delivery by Christmas” or “Only 2 Days Left for Free Shipping.”

A simple countdown or reminder about shipping cutoffs makes holiday shopping feel easy and seamless.

6. Feature User-Generated Content (UGC) and Reviews

When it comes to holiday shopping, customers love to know what others are buying or recommending.

That’s where user-generated content (UGC) shines.

For example, Glossier uses real customer photos and reviews in its emails, showing how products look and work in everyday life.

During the holiday season, this creates a sense of community and trust.

Warby Parker also highlights customer photos of people wearing their frames, adding a social proof element to each email.

Tip: Incorporate photos or testimonials from real customers to showcase popular products. Invite recent buyers to share their holiday experiences with your products, either through a contest or a discount, making UGC a part of your seasonal email content.

7. Use A/B Testing to Fine-Tune Your Campaigns

Testing your email elements helps you understand what resonates best with your audience.

Casper, the mattress company, uses A/B testing for everything—from subject lines like “Gift of Better Sleep” versus “Sweet Dreams Await” to testing discount offers and holiday-themed CTAs.

Testing is especially helpful during the holidays when a small tweak in subject line or button color can make a big difference in click-throughs.

Tip: Experiment with different subject lines, button colors, or email layouts. Use data from each test to refine your next email.

Testing early in the season means you’ll know what works best by the time you reach peak holiday shopping dates.

Wrapping Up

As the holiday season approaches, getting your email marketing strategy right is crucial for capturing the attention of shoppers eager for the perfect gifts.

By implementing targeted strategies such as audience segmentation, early planning, eye-catching visuals, curated gift lists, and limited-time offers, you can create compelling gift guide emails that resonate with your customers.

Real-world examples from brands like Etsy, Sephora, and Anthropologie illustrate how to bring these tactics to life, demonstrating the effectiveness of tailored content and user-generated insights.

Start planning today, and watch your email campaigns transform into the ultimate holiday shopping destination!