5 Holiday Email Mistakes That Quietly Eat Your Sales
You know what’s worse than hearing “Grandma Got Run Over by a Reindeer” for the 100th time in November? Hitting send on a holiday email that costs you sales.
Every year, I see brands make the same mistakes with their Black Friday and Cyber Monday emails. And let me tell you, these aren’t just little hiccups; they’re the kind of missteps that leave thousands of dollars on the table. The good news? They’re totally avoidable once you know what to watch for.
So today, we’re digging into the biggest holiday email mistakes I see brands make. And listen, nobody sets out to screw up their campaigns. These mistakes happen because Q4 moves fast, the pressure’s on, and it’s easy to fall into that “just get it out the door” mode. But here’s the thing: mistakes cost sales.
My goal isn’t to shame you; it’s to help you spot these pitfalls early so you can avoid them. That way, when Black Friday and Cyber Monday hit, you’re sending emails with confidence instead of second-guessing yourself.
Want to know how to make your holiday emails work for you? In this post (and the video below), I’ll walk you through five common mistakes and how to fix them.
Mistake #1: Starting Too Late
If your first holiday email of Q4 hits inboxes on Black Friday morning, yikes. By then, your customers are already drowning in promos. You’re showing up late to the party, and trust me, nobody’s thrilled to see you.
Here’s the deal: your job is to warm up your audience ahead of time so that when the buying frenzy starts, they’re already primed to choose you. Think of it like planting seeds. You don’t wait until the turkey leftovers are in the fridge to start talking about holiday deals.
How to Fix It:
Start planting those seeds in October. Teasers, gift guides, “holiday is coming” nudges—these are your warm-up acts. Not only does this get your audience used to hearing from you, but it also gives you valuable data to dial in your emails as the big days approach.
Use this time to A/B test subject lines, lock in the best send times, and learn what actually moves the needle. By the time Black Friday rolls around, you’ll be sending emails that land with precision instead of flailing in the inbox chaos.
Mistake #2: Overloading Your Email List
This one’s sneaky because it feels productive. You think, “More emails = more chances to sell, right?” Wrong. If you’ve been the “every other week” sender all year and suddenly start blasting your list daily in November, you’re asking for trouble.
Here’s what happens: customers notice the shift. Inbox providers notice the shift. And the result? Fatigue, unsubscribes, and plummeting engagement. When engagement drops, inbox providers are more likely to throttle or filter your future emails, which means even your best campaigns won’t perform the way they should.
How to Fix It:
Ramp up gradually. If you’re usually sending monthly, move to bi-weekly in October, then weekly in November. Increase frequency as you get closer to Black Friday.
Think of it like training for a marathon. You don’t go from couch to 26.2 miles overnight. You build up your stamina (and your audience’s tolerance) over time.
Mistake #3: Skipping Inbox Prep
Okay, this one’s not sexy, but it’s crucial. If your emails aren’t making it to the inbox, nothing else matters. You can have the cutest graphics, the cleverest subject line, and the best holiday offer, but it’s all wasted if Gmail or Outlook decides, “Nope, this belongs in spam.”
The number one culprit? Brands skipping over domain authentication. If you don’t have SPF, DKIM, and DMARC set up, inbox providers don’t really know if you’re legit. It’s like showing up at the airport without an ID — security isn’t letting you on the plane.
How to Fix It:
At minimum, make sure your sending domain is authenticated. This tells inbox providers, “Hey, I’m legit. Don’t toss me into the junk folder.”
If that sounds confusing, don’t worry. Google “verify sending domain” + your email marketing provider’s name, and you’ll find step-by-step instructions.
Mistake #4: Spray-and-Pray Campaigns
Holiday inboxes are packed, like overstuffed stockings where half the candy canes are broken. If you’re just firing off random campaigns without a plan, you’re not only wasting energy, you’re also missing the chance to build momentum.
Here’s what I mean: some brands jump straight to “last chance” emails without ever sending a proper launch or VIP preview. Or they send three random promos in a row that don’t build on each other. Customers have no sense of urgency, no story to follow, and no reason to care.
How to Fix It:
Think of your holiday emails like a movie. You need:
- A teaser: “Coming soon…”
- A premiere: “We’re live!”
- An anchor: “Don’t miss it.”
- The credits: “Last chance.”
Each email should have a role, and together they should tell a story. Build anticipation, create urgency, and make your audience feel like they’re part of something special.
Mistake #5: Weak CTAs
This one might sound obvious, but it’s one of the most common mistakes I see. Brands underestimate how much a weak call-to-action costs them—and how much a strong one can add.
Let’s do a little math:
- Say you send to 10,000 subscribers at a 1% click-through rate. That’s 100 clicks.
- If 5% of those convert and your average order value is $100, you make $500.
- Double your CTR to 2%, and you make $1,000. Triple it to 3%, and you’re at $1,500.
See? You don’t need more subscribers to grow revenue—you just need more clickable emails.
How to Fix It:
Audit your CTAs. Are they clear? Are they urgent? Are they positioned near the top of your email? Would you click them in the middle of holiday chaos?
A/B test your button copy, play with placement, and make sure the call-to-action feels like the obvious next step.
Avoid These 5 Holiday Email Mistakes
So there you have it: five holiday email mistakes that quietly eat your sales.
- Starting too late
- Blasting your list with sudden volume
- Skipping inbox prep
- Running spray-and-pray campaigns
- Underestimating the power of your CTAs
The holidays are stressful enough without your emails working against you. If you can steer clear of these pitfalls, you’ll be in a stronger position than most brands. Not just surviving Q4, but thriving in it.
And remember, this post is just one part of my full Black Friday/Cyber Monday prep series. Check out the rest of the resources, because if you’re gearing up for peak season, these tips will help you crush it.
Looking for more? Head over to Marketing with Larissa for all things Black Friday, Cyber Monday, and beyond. Let’s make this holiday season your best one yet.