Your 2022 Holiday Sending Packing List

Gear up for holiday email sending with tools and resources that'll help you make 2022 a success.

Chapter 1

Introduction

The holiday shopping season is the most important time of the year for retailers. Companies can drive as much as a quarter of their overall annual sales between November and December alone. This makes it a high-stakes time of year for businesses — and especially for email marketers. 

Luckily, a strong holiday email marketing strategy can help you reach new customers, engage existing ones, and drive sales for your business. This year, we expect many businesses to double-down on channels with proven ROI like email, so it may be harder than ever to stand out in crowded customer inboxes. 

To help, we’ve compiled the best-of-the-best tools and resources to give you an advantage this holiday season. In this updated 2022 Holiday Sending Packing List, you’ll find blog articles, guides, and webinars designed to give you essential tools to streamline and optimize your email program ahead of the most wonderful time of year. Get ready to pack your bags! 

Up Next

2022 Holiday Trends and Consumer Expectations

Chapter 2

Chapter 2

2022 Holiday Trends and Consumer Expectations

With so much riding on the holiday season, your business needs to be aware of the trends and consumer expectations that are shaping the end of the year. Here’s a brief look at the top trends you should know to prepare for a successful 2022 holiday shopping season.

 

1. Customers shopping earlier 

With customers more budget conscious this year, many individuals are trying to spread their purchases out over a longer timeline to reduce the impact on their wallets. In fact, global management consulting business McKinsey & Company found that 56% of U.S. consumers say they will have already started their holiday shopping before October is over.

As a result, large discount holidays like Black Friday and Cyber Monday are expected to be less important this year than in the past. Many retailers are offering steep discounts starting in October to cater towards these early shoppers. 

 

2. Cautious consumer spending

Inflation and a poor economic outlook have made customers more cautious with their spending — a trend that’s expected to continue into the holiday season. Shipping solution ShipStation’s Holiday Shopping Trends Report: Winning Customers Despite Uncertainty found that 58% of U.S. consumers expect to cut back on non-food spending this holiday season. 

That said, the McKinsey study referenced earlier found that many individuals who saved money during the pandemic say they’re ready to splurge this holiday season. Even amongst those ready to spend, customers are on the hunt for good deals and are willing to shop with new brands in order to find lower prices. 

 

3. More online shopping

More consumers are expected to shop online than ever before. Aside from convenience, online shopping also makes it easier for consumers to find discounts and compare pricing to ensure they’re getting the best deals. Business intelligence company Adobe Analytics estimates consumers will spend $209.7 billion online between Nov. 1 and Dec. 31, an increase of 2.5% compared to 2021. Cyber Monday spending is estimated to increase 5.1% as well. 

 

4. Bigger investments in email marketing

Rising customer acquisition costs and tighter marketing budgets are pushing many businesses to double down on channels they know will benefit their business — like email. Twilio Segment’s The Growth Report 2022 found that 69% of businesses say they’re leaning into channels with proven ROI and 67% are prioritizing keeping current customers happy over acquiring new ones. Since email has the highest ROI of any marketing channel ($36 for every $1 spent) and is a great way to re-engage and send targeted content to past customers, we expect many companies to double down on their sending efforts this holiday season. 

Fact:

69% of businesses say they’re leaning into channels with proven ROI

Twilio Segment’s The Growth Report 2022

Up Next

Set Your Expectations and Gear Up

Chapter 3

Chapter 3

Set Your Expectations and Gear Up

While this holiday season’s going to be different, it’s nothing you haven’t handled before. With everything that’s going on, do your best to stay informed and set realistic expectations so you know what to anticipate.

Holiday Email Marketing Best Practices for 2022 and Beyond

Looking to create a wildly successful holiday email campaign? Here’s everything you need to do before, during, and after the holidays to create a successful holiday email program that will carry you into the new year. From inspiring holiday email examples to helpful tips to ready-to-use seasonal campaign templates, this is your one-stop-shop for all your holiday email planning needs.

13 Tips to Prepare Your Email Program for Black Friday Success

Grabbing your customers’ attention in Q4 is difficult. But in order for your emails to be seen and read, they need to reach your recipients’ inboxes in the first place. Here are a few tools to ensure your deliverability is in tip-top shape for the holidays!

‘Tis the Season for Deliverability: Prepping Your Marketing Strategy for the Holidays

Watch this on-demand webinar to learn how to build customer engagement strategies that enhance your customers’ experiences and maximize your holiday revenue. You will learn how to expand engagement while becoming increasingly digital, while considering personalization and channel selection all built on a secure foundation.

Up Next

Holiday Campaigns Start With Your List

Chapter 4

Chapter 4

Holiday Campaigns Start With Your List

There’s no holiday email campaign without a homegrown, top-notch email list to send it to. With the holidays right around the corner, it’s prime time to give your list some much-needed TLC. Here are a few tips and tools to keep handy in your holiday sending pack.

Grow your contact list with up to 15 Signup Forms.

Marketing Campaigns Advanced Plan
No2_Unsubscribe-Best-Practices

12 Tried-and-True Email List Signup Forms and Tips

Whether your email list is 1,000 or 1 million strong, you need signup forms to keep it growing. If you’re looking for some signup form inspiration, start your trek here. You’ll find a variety of irresistible ideas to get subscribers jumping to join your list—plus tips for creating compelling signup forms.

With your email list healthy and growing, you’ll need to follow a few best practices to keep it polished and rust-free.

  • Enable Double Opt-In. Double opt-in is an ideal method for collecting email addresses because it requires your recipient to demonstrate a genuine desire to receive your emails, helping you weed out unengaged recipients early on.
  • Validate Addresses. Not everyone is who they say they are on your email sign-up page. In fact, some of email addresses captured on your site will be invalid or fake and getting caught sending to those emails can harm your deliverability rates. With our Email Validation API, you can verify emails before sending them—decreasing bounces and increasing delivery rates to the intended mailbox.
  • Clean Your List. Just like you always need to maintain your trekking gear, make it a habit to scrub your email list regularly. Remove invalid, non-responsive, and duplicate email addresses as often as you can. Do it before and after the holiday season to keep your list squeaky clean.

 

The Best (and Worst) Ways to Verify Email Addresses

There’s a right way and a wrong way to verify email addresses. This time of the year is prime for gaining brand-new customers and subscribers—guarantee the quality of your growing list by verifying new contacts with the gold standard.

denis
Ask the Expert:

Denis O'Sullivan

Denis has spent the last decade in the email delivery world helping brands get their messages to the folks that want them.

“Unexpected volume increases can result in deferrals and blocks. Make sure to warm up your volume to Black Friday and Cyber Monday levels over a number of days, rather than overnight.”

Up Next

Take a Load Off Your Shoulders With Automation

Chapter 5

Chapter 5

Take a Load Off Your Shoulders With Automation

Email automation can feel daunting and cumbersome, but it’s far from the challenging mountain it’s made out to be. With the right tools and a little know-how, automation can help you create deeper connections with your audience and save you a boatload of time.

Email Marketing Automation Best Practices

Despite automation’s clear benefits, only half of companies currently use it. Why? Because trying new things can be intimidating. Not to worry—our guide will show you just how easy automation can be.

3 Email Marketing Automation Mistakes To Avoid

Don’t get over ambitious too quickly. While email automation can provide necessary relief, you’ll want to be aware of a few common pitfalls. Armed with these insights, you’ll be prepared to create powerful automations while avoiding catastrophe.

How to Build Your First Email Automation With Marketing Campaigns Free Plan

Ready to build your first email automation? Go on a step-by-step walkthrough with one of our email experts and learn to build a high-quality automation from scratch. From account signup to sending your first campaign, see what the entire process looks like.

Getting Started with Automation

Ready to get a little more ambitious with your automations? This tutorial shows Twilio SendGrid Advanced Plan users how to create and manage custom automations. You’ll be an automations pro before you reach the end of the article!

Up Next

Test, Test, and Test Some More

Chapter 6

Chapter 6

Test, Test, and Test Some More

Email testing is a sure-fire technique for breaking in new email tactics and ensuring the quality of every message you send. Just remember, the saying “If it ain’t broke, don’t fix it” is true — especially during the holidays. You don’t want to blindly experiment with fancy GIFs or countdown clocks during the most important time of year. That’s where email testing comes in handy.

Email Testing Walkthrough and Examples: Send Flawless Emails Every Time

Don’t let image rendering, broken links, or spam filters get in the way of your sending success. This post will teach you how to confidently test your emails to perfection and eliminate “uh-oh”s or “whoopsies.”

Up Next

Holiday Email Inspiration

Chapter 7

Chapter 7

Holiday Email Inspiration

Now, it’s time to get down to the nitty-gritty details. While we can’t create your holiday campaigns for you, we can provide enough holiday inspiration to get your wheels turning. 

Black Friday & Cyber Monday Email Examples and Insights

With the online shopping holidays quickly approaching, we dug deep into our inboxes to pull out some of our favorite Black Friday and Cyber Monday email marketing examples from 2020. In this article, you’ll find some clever campaigns that are bound to inspire your own festive email campaigns.

3 Ideas for Thank You Email Campaigns

We ask a lot of our customers, especially during the holiday hubbub: buy this, look at that, sign up here. It’s a lot, which is why it’s so important to take a step back and show your gratitude with a kind “thank you” campaign.

The 47 Best Holiday Email Subject Lines (Real-Life Examples)

The right subject line can grab your recipients’ attention and ensure they open your email. These creative holiday email subject line examples straight will help inspire you to create your own attention-grabbing email copy.

8 Responsive Free Holiday Email Templates (Downloadable)

Want free holiday email templates for your marketing campaigns? We’ve got you covered. Our Twilio SendGrid designers put together 8 exclusive downloadable templates you can use for everything, from Thanksgiving to Christmas.

Check out our free template gallery for grade-A, pre-built email templates.

Holiday Templates Galore
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Up Next

Make Sure Your Emails Reach the End Destination

Chapter 8

Chapter 8

Make Sure Your Emails Reach the End Destination

Whether you send transactional or marketing emails, it’s critical your emails reach the inbox— especially during the holiday season. It doesn’t matter how clever and beautiful your email campaign is if nobody ever sees it. With a few tools and resources, you can take control of your deliverability and ensure your emails finish their journey.

Twilio SendGrid’s 2022 Email Deliverability Guide

No matter what type of emails you send, all businesses have the same goal: getting to the inbox. This is where deliverability comes in. This year, we updated our 2022 Email Deliverability Guide to provide best practices and how updates like Apple’s Mail Privacy Protection have impacted sending practices and deliverability.

If delivery isn’t your thing and you’d like a little help, consider partnering with our experts. We offer a variety of services to take your email program to the next level. Whether you need help with implementation or ongoing support, we have options for customers of every size and budget.

Up Next

Add SMS to Your Packing List

Chapter 9

Chapter 9

Add Multichannel to Your Packing List

Email is only one part of the customer engagement experience. Expand your communications program by adding complementary channels like SMS, chat, in-app notifications, ads, SEM, display, and more.

Using SMS and Email to Engage Your Customers in 2022

Enhance your existing email program by adding a way to send real-time updates, alerts, notifications, reminders, and confirmations. SMS combined with email creates a seamless customer communication experience that’s scalable, reliable, and downright powerful.

How to Use SMS to Grow Your Email List

Your email list is your most important marketing asset. It’s the lifeblood of your marketing program—the sprinkles to your frosted doughnut. Use your existing SMS program to drive new, high-quality subscribers.

The Ultimate Guide to Omnichannel

Omnichannel is all the buzz—and for good reason. In this guide, we share how an omnichannel strategy can unlock a complete view of your customers’ behaviors and preferences so your business can deliver the exceptional service and hyper-personalization that today’s email recipients crave.

15 Ways to Use Data to Engage Your Customers

We all want more data, but data is only as good as your strategy to apply it. Here are 15 ways you can leverage data to optimize your messaging and create personalized experiences across channels.

Up Next

Pack It Up

Chapter 10

Chapter 10

Pack It Up

When it comes to packing, more is never better. We believe in taking the same approach with your holiday email program—keep it streamlined, minimalist, and oh-so efficient. We hope this packing list has provided you with the necessary tools to finish 2022 with a fist bump and a smile.

Happy sending!


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