Every December, marketing teams face the same dilemma of inboxes bursting at the seams and collectively ask themselves the question… “Should we send that campaign on Christmas Day itself?” We know staying on top of mind with customers is what we all aim for, but there is definitely a fine line between festive cheer and inbox invasion.
December is actually the month with the lowest email engagement. Click-through rates often plummet, proving timing isn’t everything.
The question isn’t whether you can send on December 25th… It’s whether you should, and if so, how to do it without becoming the brand everyone wants to unsubscribe from.
The Case for (and Against) Christmas Day Sends
When hitting send makes sense:
Christmas Day emails can be a hit as long as they actually help. For example, a recipe app sharing holiday cooking ideas or a streaming service recommending those cosy movies after you’ve got yourself so full from Christmas dinner. The trick is to make your message fit naturally into what people are already doing, so it feels like a helpful tip instead of another piece of clutter.
Some brands have a genuinely good reason to reach customers on the day itself. Emergency services, travel companies helping Christmas travellers, and entertainment platforms all fall into that category. A hotel confirming bookings or a food delivery service offering last-minute essentials? That’s a real service, not an interruption. It works because it’s relevant!
When we recommend NOT sending those emails:
Hard-sell emails like “Christmas Day Flash Sale!” usually don’t land well. They can feel a bit pushy, especially after all the BFCM emails people have already seen. If your message is all about discounts or urgent calls-to-action while folks are unwrapping presents or enjoying dinner, it’s more likely to annoy than to win hearts (or sales).
B2B brands should take extra care. Decision-makers aren’t in work mode on Christmas Day, so even the most brilliant content might go unread — or worse, make your brand feel like it’s crashing family time.
What WeDoCRM recommends instead – social media
Skip the Christmas Day emails and meet your audience where they already are — on social media! People use social platforms for holiday inspiration. Platforms like Instagram, TikTok, and Facebook let you connect with your audience in a fun, relaxed way through festive videos, polls, and gift ideas. Unlike hard-sell emails, social lets you help in real time, answer questions, and be that friendly holiday helper everyone actually enjoys seeing.
What the Data Actually Says
The data around Christmas Day emails is… well, a bit of a confusing one. Most marketing experts will tell you sending anything important on 25 December is a terrible idea, and they’re mostly right, because engagement drops fast. But some studies hint that the story isn’t quite as black and white and as simple as “never send on Christmas,” which makes things a little more interesting.
Looking at the holiday insights from Litmus (we love a LitTip), engagement rates start dropping around the 22nd of December and then keep sliding until the New Year. Click-through rates take an extra hit on Christmas Eve and Christmas Day (no surprise there!) And for those who do choose to send Christmas Day comms… timing makes all the difference. Holiday data shows that around 7pm evening peak has around 9.45% of opens, which is when parents are sitting down watching the soaps, millennials are looking for their next sale items, and Gen Z are watching their favourite influencers opening their gifts.
We feel that the real opportunity isn’t Christmas Day itself but the period immediately following it. Brands that hold back on December 25th and launch compelling campaigns on Boxing Day often see significantly better results than those who spread their efforts across both days. Our top tip… Online sales on Boxing Day are usually made using a mobile device, so make sure your campaigns are mobile optimised!
Not Everyone Wants Daily Deals, So Prioritise Segmentation
The biggest mistake brands make in December is treating their entire database as a single audience. Your bargain hunters, premium customers, and occasional browsers have fundamentally different tolerances for December messaging.
Make sure you’re splitting your audiences into the right groups! B2C and B2B, for example, have totally different December mindsets. B2C customers are expecting festive fun, while B2B audiences often prefer a quiet inbox during end-of-year shutdowns. Segment by customer type and tailor your approach so everyone gets what works best for them.
1. The bargain hunters, active deal seekers and promotional lovers
These guys will want MORE communication in December, not less. The ones that open your comms, the regular clickers, and convert on those promotional offers you send out. These are the ones that will most likely accept your Christmas Eve or Christmas Day alerts.
2. The customers who are there in the background, occasionally buying from you
These typically will respond to you less frequently than the first lot, BUT with higher intent. It can be confusing because they respond better to fewer but more considered messages. Think just one beautiful Christmas message instead of five promotional sends. Less is more.
3. Customers who have lapsed but are still lurking
Lapsed customers need particular care. Re-engagement campaigns are difficult enough, and to try to do that in December is a lot of work, so don’t pile on additional festive promotions to people who’ve already disengaged. It will accelerate unsubscribes rather than reviving their interest. Avoid.
WeDoCRM’s tip: Geographic segmentation
Geographic segmentation matters more than many brands realise. Christmas means different things and happens on different days around the world. A one-size-fits-all Christmas Day send ignores cultural context. So think about what you are sending this year.
Will You or Won’t You Send Christmas Comms?
The debate over Christmas Day sends ultimately comes down to respect: respect for people’s time, respect for the significance of the day, and respect for the relationship you’ve built with customers throughout the year. When in doubt, the answer is usually to wait, segment, and let customers’ own behaviour tell you what they want.
Boxing Day will still be there. Your relationship with customers should be too!
How WeDoCRM Can Help You
The quiet days at the end of the year are the perfect time to take a fresh, honest look at your mailing lists, what’s working, what’s not, and where the hidden treasure is hiding. If you want to start the new year with cleaner data, smarter segmentation, and stronger multichannel campaigns, we are here to help! From audits and list hygiene to advanced customer journeys and channel strategy, we love what we do. Don’t just take our word for it, hear from our clients!
Get in touch with us, we would love to hear from you.
