Email Newsletter Series
12 Days of Christmas
The Campaign
Throughout the year, I managed an email newsletter used to promote sales, events, product launches, recipes, and seasonal campaigns.
For the 2024 holiday season, I developed a 12 Days of Christmas campaign designed to increase customer engagement and encourage repeat interaction with the brand during one of the busiest retail periods of the year.
For 12 consecutive days, subscribers received an email featuring a different product promotion, exclusive sale, or contest.
The Strategy
Rather than sending a single holiday promotion, the campaign created a reason for customers to return to their inbox every day.
Each email featured:
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A daily product promotion or exclusive offer
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Limited-time sales designed to encourage urgency
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Exclusive contests available to newsletter subscribers
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Product-focused creative and copy
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Links driving customers to additional content or promotions
The campaign was designed to make the newsletter feel like something customers looked forward to opening, rather than simply another promotional email.
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The campaign was also designed with measurable in-store results in mind.
Each day's featured product could be tracked through store sales, allowing the Marketing team to compare sales performance throughout the campaign and identify increases associated with the daily promotions.
Featured products saw an average 15% increase in daily sales during the campaign.
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The Result
12 days featuring 12 promotions resulted in a highly engaged audience.
The campaign successfully combined promotional marketing with customer engagement, driving attention to featured products while giving subscribers exclusive reasons to return each day.
It demonstrated how a consistent, creative email strategy could support both digital engagement and measurable in-store sales.