You know when you’ve been meaning to email your list for weeks… and then suddenly it’s November, your inbox is full of other brands’ gift guides, and you’re staring at a blank Klaviyo template thinking “what do I even say?”
I see this every single year with small product brands, and it’s rarely because you’ve got nothing to say. What’s usually missing is a plan for what to send and when.
I’m Elle, Shopify and Klaviyo expert and your go-to Ecommerce BFF. I spend my days helping small business owners cut through the tech overwhelm, boost conversions and actually enjoy running their online shop, Q4 chaos included.
Below are eleven Christmas email ideas you can pick from and plan out, however big or small your list is.
Why email should come first this Christmas
Before we get into the ideas, a quick reminder of why email deserves to come first this season (yes, before Instagram).
- People want to hear from you, 73% of UK shoppers say email is their preferred way to hear from brands
- Email is where people buy. Over Black Friday and Cyber Monday 2025, Klaviyo found that 42% of brands’ sales came through email and text. Social is brilliant for being found, but email is where people actually check out.
- The window is short. With Black Friday on 27 November and shipping cut-offs in early to mid December, time goes fast. That’s roughly eight weeks, so even one email a week gives you eight sends. Totally doable.
One thing worth remembering: whatever you sell, someone could gift it. Think about how Boots turns a quick toiletries run into Christmas shopping with its 3 for 2 offer. Same shop, same products, but suddenly you're buying for someone else. Your emails can do exactly the same thing.
The simple framework: nurture, convert, retain
When I'm planning Christmas emails with clients, I sort every idea into one of three buckets:
- Nurture emails build connection and trust. Behind the scenes, stories, value with no ask.
- Convert emails support sales. New in, gift guides, offers, last order dates.
- Retain emails bring people back. Thank yous, VIP perks, loyalty.
Most small brands fall into one of two camps. They either sell, sell, sell and wonder why subscribers switch off. Or they only ever nurture and never quite feel brave enough to sell.
At Christmas it’s fine to lean more towards selling. People are actively looking for gifts, so you’re helping them find one.
Christmas email ideas that convert
1. "The gift shop is open"![]()
This is the easiest Christmas email you'll send, and I think every brand can do it.
You don’t need a Christmas range or a launch. You just need to tell people that gifting has started on your website. Maybe you've added a gift collection, bundled a few products together, or switched your homepage banner to something festive… and you haven't told anyone yet.
Keep it simple with one image (a GIF works brilliantly), a few lines of copy and a “Start your Christmas shopping” button.
Send it early. I'm already seeing these in my inbox in October.
2. Gift guides
Gift guides do the thinking for your customer. When I see "gifts for Mum" in my inbox, I'm clicking straight on it, because that's exactly who I'm stuck on.
Be specific about who your customers are shopping for. You can feature only your products, mix in other small brands you love (which makes it feel more nurturing), or do a bit of both. I've written a full guide on how to create gift guide emails that sell if you want to go deeper.
3. Shop by price or shop for
Similar to gift guides, but organised around budget or recipient. 63% of UK shoppers set a spending limit, so a "gifts under £25 / £50 / £100" email meets them right where they are. Stocking fillers are an easy win here too.
4. Your little extras
A lot of brands does gorgeous gift wrapping, handwritten notes or extended Christmas returns… and it's not on the website and never mentioned in an email.
The things you think are normal are often what makes you special. Send an email about them, with a photo so people can see what they're paying for. It’s a gentle way to sell if selling still feels a bit icky
5. Last order dates
This creates real urgency, and we all need reminding. Send at least one dedicated email, and I'd send three: one in November so people know, one about five days before your cut-off, and a final "last chance" on the day. One of them can be plain text, like you've written it from your own inbox.
If your cut-off is early (hello, handmade brands), add a last order date banner to every email from mid November.
6. Gift cards for last-minute shoppers
Once shipping has passed, don't just stop emailing. People are still shopping, and a gift card email might be exactly what a panicking partner needs. If you're on Shopify, setting up a gift card product takes about five minutes.
Christmas email ideas that nurture and retain
7. Your yearly roundup
Share the highs, the lows, your surprise bestseller, and what's coming next year. It's common on Instagram but rare in emails, and it’s a lovely way to bring subscribers into your world. Send it late December or early January.
8. Markets and events
If you're doing pop-ups, Christmas markets or late-night shopping in your own shop, give each one its own email rather than tucking it at the bottom of another. In Klaviyo you can segment by location, so only people nearby hear about your Saturday market in Winchester.
9. Give them a gift
It's the season of giving, so give your subscribers something. Early access to an offer, a free delivery weekend, a January voucher, a free guide. 36% of shoppers love early access because it makes them feel special. It doesn't have to be Black Friday related at all.
10. Behind the scenes
Most of your customers don't run a small business, so they love a peek behind the curtain. Show them how you're getting ready for Christmas, interview your team (or your dog), or share "what I'd buy with £10 / £50" from your range.
One idea from a workshop member I loved: a “what to ask for this Christmas” email that tells people to forward it to their partner. It’s personal and fun, and it still gets your products in front of the person doing the buying.
11. Festive thanks
A simple “thank you and merry Christmas” email on the 24th or 25th, with no sales and no ask, just like you’d wish someone well in passing. It’s also the easiest one on the list to send.
How to pick which Christmas emails to send
You don't need to send all eleven. Here's where I'd start:
- Pick one to three from the convert ideas (1 to 6).
- Pick one to three from the nurture and retain ideas (7 to 11).
- Write down your last order date. Everything else plans around it.
- Plot them into a simple calendar. My Christmas email marketing calendar shows you exactly where each one fits.
One last tip: give every email one clear job. If you're cramming a gift guide, an event and a discount into one email, that's three emails. Splitting them makes each one work harder and gives you more ideas to send.
Christmas email ideas: FAQs
When should I start sending Christmas emails?
Now. Big brands started in September and early shoppers are already buying. A "gift shop is open" email can go out in October.
How many Christmas emails should I send?
At least one a week. If you can manage two, even better. Inboxes get louder in November and December, so sending more helps you get seen.
My list is tiny. Is it worth it?
Yes. People opted in to hear from you, and small lists often have better open and click rates because they're more engaged.
Do I need professional photos?
No. Phone photos, website images and your Instagram content are all fine. It just needs to feel like you.
Ready to plan yours?
You don't need to be "good at email" to make this Christmas your best yet. You just need a plan and the nudge to send.
If you want help building yours, come and join us in Ecomm BFF. It's where I answer Klaviyo and Shopify questions in Slack every week, alongside 100+ other product-based founders who get it.
Just pick three and start. Three sent emails beat ten ideas sitting in your drafts.
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