The holidays are stressful enough—between wrapping presents, binging peppermint mochas, and navigating “Jingle Bells” on repeat, your inbox (and your customers’) is already at capacity.

If you want your emails to shine instead of sinking into the abyss, you’ll need to sidestep some all-too-common holiday marketing slip-ups. Think of this as your marketer’s version of Santa’s list: the “naughty” mistakes you’ll want to avoid, with some quick fixes to keep your campaigns firmly on the “nice” side.

1. Waiting Until the Last Minute to Send

The Naughty: Sending your big holiday promo on December 24th at 10 p.m. By then, shoppers have already made their purchases, traveled to family, or sworn off their inbox until January.

The Nice: Plan early. Customers start holiday shopping earlier each year, so get on their radar in November (or sooner). Layer your campaigns: teasers, reminders, and final “last-chance” nudges.

Quick Fix: Draft your campaign calendar now. Even if you only send three emails, spread them out so you don’t feel rushed—or worse, ignored.

2. Ignoring Mobile Readers

The Naughty: Designing a gorgeous desktop email that looks like a tangled string of lights on mobile. With most subscribers opening on their phones, that’s a fast track to delete-ville.

The Nice: Design mobile-first. Think short subject lines, scannable copy, big buttons, and images that resize gracefully.

Quick Fix: Always preview and test your campaigns on mobile before hitting send. If your CTA button requires finger gymnastics, it’s time for a redesign.

3. Overloading on Festive Clichés

The Naughty: Every header screams “Ho-ho-ho,” every background is red and green, and there’s clipart snowmen marching across the footer.

The Nice: Festive doesn’t mean tacky. Subtle seasonal touches—like a touch of gold, a snowflake accent, or a cozy photo—feel more modern (and less like your great-uncle’s holiday sweater).

Quick Fix: Pick one seasonal accent color or motif and weave it into your existing brand palette. Think classy cranberry instead of neon reindeer.

4. Forgetting the Subject Line Magic

The Naughty: Subject lines like “Holiday Newsletter #5.” If you’re boring in the inbox, you’ll never get the chance to wow subscribers inside the email.

The Nice: Make it fun, clear, and a little curious. Use emojis sparingly, tease what’s inside, and don’t be afraid to inject some wit.

Quick Fix: Split-test two subject lines for each send. Even small tweaks can boost opens. Example: “🎁 Your holiday gift is waiting” vs. “Unwrap this holiday surprise.”

5. Hiding the CTA in the Gift Wrap

The Naughty: Writing beautiful copy but burying the call-to-action under paragraphs of text (or worse, making it a tiny link no one can tap).

The Nice: Keep your CTA clear, bold, and above the fold. If you want readers to “Shop Now,” don’t make them search for it.

Quick Fix: One main goal per email = one main CTA. And yes, it’s okay to repeat the button a couple of times, especially in longer messages.

6. Sending the Same Message to Everyone

The Naughty: Blasting the same generic holiday promo to your entire list, from loyal repeat buyers to folks who haven’t opened an email since last year.

The Nice: Simple segmentation goes a long way. Reward VIP customers with early access, re-engage lapsed subscribers with a special discount, and highlight last-minute shipping to procrastinators.

Quick Fix: Even two or three segments can make your campaigns feel personal without adding complexity.

7. Skipping Accessibility Basics

The Naughty: Designing emails that look great visually but leave screen reader users or image-blocked inboxes with a confusing mess.

The Nice: Add alt text to images, keep text in HTML (not buried in graphics), and ensure color contrast is easy to read. Accessibility isn’t just nice—it’s necessary.

Quick Fix: Do a quick check: if your images didn’t load, would the email still make sense?

8. Forgetting to Say “Thank You”

The Naughty: Treating every email like a sales pitch without pausing to appreciate your subscribers. The holidays are about connection, not just conversions.

The Nice: Mix in a heartfelt “thank you” email or a simple season’s greetings message. A little gratitude builds loyalty that lasts beyond December.

Quick Fix: Send one email in late December or early January that’s purely about appreciation. Bonus points if you include a small surprise like a discount code or freebie.

9. Neglecting to Test Before Sending

The Naughty: Firing off your holiday campaign without testing links, images, or personalization. Nothing says “oops” like a broken button or “Hi [FirstName]!” greeting.

The Nice: Test like Santa checks his list twice. Send test emails to yourself and your team, click every link, and scan for typos.

Quick Fix: Build in a bit of buffer time for testing—your future self will thank you.

Wrapping It Up (With a Bow)

The holidays don’t have to land your emails on the naughty list. By avoiding these common mistakes—sending too late, ignoring mobile, overdoing the clichés, and forgetting to test—you’ll keep your campaigns merry, bright, and actually effective.

Remember, you don’t need to do everything perfectly. Focus on the basics—timing, design, segmentation, and clarity—and your holiday emails will stand out for all the right reasons.

Because at the end of the (holi)day, the nicest gift you can give your subscribers is a well-timed, thoughtful, and stress-free email.