How to Help Your Holiday Emails Stand Out

In November and December, inboxes explode with “last chance” and “one day only!” messages. When you’re creating email content for your holiday book marketing, it can be challenging to know what will actually pique the interest of your subscribers enough to actually open your email. Readers typically scan, delete, or unsubscribe simply because they’re overloaded. (Hey, I do it too!) 

With all the Black Friday hype and last-minute, once-in-a-lifetime deals clogging up their inboxes, how can you stand out from the crowd?

The key challenge isn’t just being seen—it’s being trusted and anticipated.

One big mindset shift to consider is this: Instead of asking “How do I sell more books?”

Ask: “How can I make my reader’s inbox feel calmer, warmer, and more human during the holidays?” People open emails that feel like a note from a friend, not another pitch.

A Few Tips for More Opens and Engagement 

These are not all-inclusive, of course, but you should get a good start on your email campaigns by considering the following tips.

1. Go for a warm, authentic subject line (instead of a sales-pitchy one).

• “A winter story I couldn’t wait to share with you❄️”

• “Before you disappear into holiday chaos . . .”

• “What I learned from giving my book as a gift last year”

• “Something cozy for your December reading list”

These subject lines invite curiosity and an escape from being “sold” constantly. They show you, as the sender, understand how chaotic the holidays can be and want to offer an escape from that. According to Nick Stephenson at Your First 10,000 Readers, “The purpose of the subject line is really just to arouse curiosity. Enough that a reader is going to want to see what else you’ve got to say.”

2. Lean more toward storytelling instead of selling.

Readers don’t want another ad—they want a moment of connection. You could share:

• A brief personal reflection on what the season means to you as a writer.

• A behind-the-scenes peek (“Here’s the story behind my book”).

• A short holiday-themed excerpt or bonus scene.

• A simple photo of your writing space decorated for the holidays.

If you’ve nurtured your audience with a good onboarding sequence, they’ve already grown to know, like, and trust you. Storytelling is just another way to allow some escape from the daily grind and constant hard-selling of typical emails. A genuine peek into your world as a writer could invite a bit more curiosity and connection. After the reflection or behind-the-scenes peek, you can gently link to your book (“If you’d like to share this story with someone special . . .”).

3. Offer Something of Real Value.

• A printable gift tag or bookmark that matches your book’s theme. 

• A Scripture for them to ponder throughout the day.

• A discount or bonus (e.g., free digital story with print order or limited-time discount).An encouraging word about getting through the holidays with a positive mindset.

• A holiday short story, joke, or poem. 

This builds reciprocity—readers want to click because they feel you’re giving, not asking (even though they already understand intuitively that you are ultimately looking for a sale).

Timing of Email Marketing

You may also want to consider the timing of your emails, as this can influence their overall open rate. According to Tidio, the ideal time is between 3:00-7:00 am or between 8:00 pm to midnight. In addition, business days (Monday through Friday) tend to have the highest engagement rates. “They comprise 85% of the total open rate weekly volume and gain nearly 95% of the weekly clicks.” 

Also—make sure your mobile site is optimized since research shows “shoppers increasingly make their purchases on mobile devices” during the holidays (Litmus).

*****

As the holidays fill our inboxes with noise and urgency, it’s easy to feel pressured to keep up with every sale, every send, every trend. But the truth is, readers remember the voices that make them feel something—not the ones that shout the loudest. When you write from a place of authenticity and generosity, your words become a welcome pause in a busy season, a reminder that stories still matter. 

In a season overflowing with noise, the most powerful way to reach readers is with genuine warmth, a personal story, and a reminder that behind every book is a human heart.

Let us know how your email marketing goes this season!