Are you a Maker or a Small Business Owner? Keep reading to learn how to Build Connection, Drive Sales & Talk to Your Audience Like a Bestie

If you don’t have an email list yet, this is your sign to start one.

The holiday season is the perfect time to leverage email marketing to connect with your audience, build relationships, and drive sales. For makers and small brands – honestly, for ANYONE in business – email is a powerful way to reach your customers directly, create a personal connection, and make them feel like they’re part of something special. This easy guide will walk you through email marketing ideas designed to help you speak to your subscribers as if they’re your best friend—genuine, relatable, and valuable. Get ready to make email your secret weapon this holiday season!

1. Building a Holiday Email Strategy That Feels Personal

To stand out in a crowded inbox, it’s essential to make your emails feel personal and authentic. Rather than a “business-to-customer” approach, imagine you’re writing to your favourite person—someone who truly appreciates your work and understands your passion. By crafting your emails this way, you create a sense of warmth and connection that feels genuine and special.

• Set a Warm, Friendly Tone: Start each email as if you’re talking directly to a friend. Use their name, ask questions, and share a little story or insight from your day to make the email feel conversational.

• Talk to One Person: Picture your most favorite person when you’re writing your email. Avoid generic language; instead, write as if you’re talking to a friend who truly values your brand and can’t wait to hear from you. This shift from “business-to-customer” to “person-to-person” adds sincerity and builds trust.

• Welcome Promo Code for New Subscribers: Show appreciation to new subscribers by offering a welcome promo code. It’s a simple way to say thank you for joining your community and gives them an extra reason to explore your products. Mention the code in their welcome email with a message like, “As a thank you for joining us, here’s a little gift just for you!”

• Show Gratitude: The holidays are a perfect time to show appreciation. Consider starting with a “thank you” message for being part of your community and supporting your brand.

• Use Eye-Catching Subject Lines: Craft subject lines that are both friendly and intriguing. Try lines like “A holiday surprise just for you 🎁” or “Our gift guide is here! Let’s make gifting easy!” to increase open rates.

2. Pre-Event Emails: Building Anticipation

Use the lead-up period to holiday events (like Make It!, Circle Craft, One of a Kind), product launches, or markets to generate excitement with your email subscribers.

• Opt-Out Option: Show respect for your subscribers by allowing them to opt out of event-specific emails. This keeps your main list intact while ensuring only interested subscribers get holiday updates.

• First Dibs Pre-Order: Treat your subscribers as VIPs by giving them early access to products or special deals. This exclusive pre-order option not only builds anticipation but also shows appreciation for their support.

• Holiday Gift Guide: Help your subscribers with their holiday shopping by creating a curated gift guide. Break it down into categories like “Gifts for Him,” “Stocking Stuffers,” or “Under $25” to make it easy and fun for readers to find the perfect gift.

• Holiday Guessing Game: Add a playful touch by including a guessing game or trivia in your email, such as “Guess our best-seller from last year!” Follow up with a reveal in the next email or make it a fun contest to keep subscribers engaged.

3. During the Event: Real-Time Engagement

Keep the momentum going with engaging, real-time emails during your holiday markets or events. This helps remind subscribers of your products and encourages them to visit or make last-minute purchases.

• Welcome Flow for New Subscribers: For those signing up at events, set up a welcome email that introduces your brand and offers a small incentive, such as a discount or giveaway entry.

• Behind-the-Scenes Stories: Share a quick behind-the-scenes email mid-event with snapshots or stories from the market. It’s a great way to engage those who haven’t yet visited and keeps your brand feeling warm and approachable.

• Low Stock Alerts: Drive urgency by sending low-stock alerts on popular products. An email saying, “Only a few left!” encourages subscribers to act fast, especially for holiday gifts.

4. Post-Event Wrap-Up: Keep the Connection Alive

After the holiday event or season, keep your brand top of mind by following up with thoughtful, engaging emails.

• Thank-You Email: Send a warm thank-you message to everyone who visited, purchased, or supported you during the season. Personal touches like a heartfelt note or behind-the-scenes photo from the event show genuine appreciation.

• Market Recap and Best-Sellers: Share a recap of the holiday event, showcasing your most popular items, top moments, and best-sellers. Link to your website so readers can purchase any items they missed.

• Product Care Tips: Add extra value with an email offering tips on caring for their new purchases. For example, jewelry care or candle burning tips show that you’re thinking beyond the sale, creating a lasting positive impression.

• Customer Poll or Survey: Ask for feedback on your event, products, or holiday experience with a quick poll or survey. Offering a small incentive, like a discount on a future purchase, can encourage responses and provide valuable insights for next time.

5. Talking to Your Audience Like a Bestie: Make Emails Warm and Relatable

One of the best ways to connect with your audience is by making emails feel personal and approachable, like a message from a friend.

• Use Casual Language and Emojis: Keep the tone light and friendly. Use emojis, conversational phrases, and inclusive language like “we” and “us” to make emails feel less formal and more relatable.

• Share Personal Stories: Let subscribers into your world by sharing personal experiences, holiday traditions, or behind-the-scenes glimpses. These stories build trust and make your brand feel genuine.

• Ask for Their Input: Engage readers by asking questions or requesting feedback. Simple prompts like “What’s your favourite holiday tradition?” or “Which product would you like to see next year?” invite readers to reply, making the experience more interactive.

Make Your Holiday Emails Personal and Unforgettable

Holiday email marketing is a powerful way for makers and small brands to connect with their audience on a deeper level. By creating friendly, personalized emails, you’ll foster loyalty, drive sales, and make your brand memorable well beyond the holiday season. Whether you’re sharing a warm thank-you, offering early access, or adding a touch of holiday fun, remember to talk to your audience like a best friend. Ready to make this holiday season your most successful yet? Let’s get emailing!

Why I Love Flodesk for Beautiful, Holiday Emails

I can’t talk about email marketing without mentioning Flodesk—my absolute favourite platform for creating beautiful, on-brand emails. With its intuitive design tools, Flodesk makes it easy to craft visually stunning emails that genuinely reflect your brand’s personality.

It’s perfect for makers and small businesses who want a professional look without the hassle. Plus, it’s super user-friendly and offers plenty of customizable templates that make designing holiday emails a breeze. If you’re ready to give Flodesk a try, you can use my special link to get 50% off your annual subscription! You’re going to love it as much as I do.

Stay Organized with Our Essential Email Content Planner

Planning holiday emails can feel overwhelming, but our Email Content Planner makes it easy to stay organized, intentional, and stress-free. Designed specifically for makers and small brands, this planner helps you map out every email you want to send—from pre-event teasers to post-holiday follow-ups. With an analytics dashboard and a template to craft each email, you’ll have a clear path to creating engaging, personal emails all season long. We recommend this to all of our clients because it ensures each email has purpose and impact—whether you’re announcing new products, offering exclusive discounts, or simply sending a warm thank-you. Download your copy today!

New around here? Hi, I’m Hope!

At Unicorn Marketing Co., I believe that authentic connections and creativity are at the heart of successful marketing. My goal is to help makers and small brands shine by building strategies that feel true to who you are.

If you’re ready to make a memorable impact this holiday season, I’d love to support you with personalized guidance, inspiring ideas, and a plan that aligns with your unique brand. Explore more about Unicorn Marketing Co. on our blog, check out my podcast the Magic Hour for behind the scenes interviews with other entrepreneurs, or book a call to discuss how we can bring your vision to life.

Let’s make this season—and every season—one where your brand stands out!