Best Practices for Timing Your Holiday Sends

Send at the wrong time, and even the best holiday email risks getting buried. The good news? You don’t need complex data models—just a few proven timing tips to get your campaigns seen.

Today’s gift:

A simple guide to when (and how often) to hit “send” during the holiday rush.

Best Practices

1. Start Early (but not too early)
  • Early November: Great for gift guides and pre-season sales.
  • Thanksgiving weekend: Black Friday & Cyber Monday still rule, but keep messages focused and clear.
2. Stay Consistent in December
  • Tuesdays–Thursdays: Generally strongest engagement.
  • Mid-morning (9–11 a.m.): Sweet spot for opens.
  • Evenings: Can work well for last-minute shoppers checking email after work.
3. Lean Into Urgency Windows
  • 7–10 days before shipping cutoffs: Highlight “order by” dates.
  • Final week before Christmas: Promote digital gifts or in-store pickups.
  • December 26–31: Perfect for clearance sales or New Year promos.
4. Don’t Be Afraid to Resend
  • If your campaign is critical, resend to non-openers within 48 hours (with a tweaked subject

Every audience is different, but these timing rules are a safe bet to boost visibility during the busiest inbox season of the year.