Every year, without fail, the John Lewis Christmas advert becomes a national moment. People stop what they are doing to watch. Not because they’re waiting to be sold something but because they’re waiting to feel something, and that’s the real magic! (The man in the moon and Buster the boxer are favourites here at WeDoCRM).
Many people celebrate Christmas surrounded by family, friends and of course… gifts! It’s a time to show love and appreciation, and with holiday retail sales in November and December in 2024 hitting a record-breaking $989.3 billion… It’s a lot of giving and a huge opportunity for brands to connect emotionally, just like John Lewis does every year.
Their Christmas stories are universal: connection, love, friendship, generosity and this year’s theme of nostalgia. They’re human truths wrapped in storytelling, and that’s exactly why they work and we love them. But beyond the TV spot, there’s a deeper lesson for brands everywhere, especially those looking to cut through today’s crowded inboxes, noisy feeds, and saturated ad space.
It’s a reminder that great marketing isn’t about pushing products, it’s about showing care.
So, what can brands learn from the John Lewis approach? And how can we apply these lessons across CRM, email, and multichannel communications? Let’s get into it.
How Emotional Marketing Drives Engagement and Conversion
It’s true, emotion drives attention, and attention drives action. John Lewis ads succeed because they prioritise emotion over brand. People engage because they feel, not because they’re sold to. In CRM, brands can do the same by infusing emotion into every customer touchpoint.
We’re not scientists, but here’s the gist: emotions hit our brains faster than rational thought. Essentially, when something evokes joy, nostalgia, warmth, or even a hint of sadness, our brain responds before we’ve had a chance to think.
That’s why John Lewis hits us right in the feels. When we see a story about a young girl saving for her mum’s Christmas gift, we’re not thinking about shopping; we’re thinking about our own families, memories, and the magic of giving. The brand becomes part of that feeling without ever shouting “buy from us!”
For CRM, this is more of a long game. Instead of just chasing clicks and conversions, your next campaigns should focus on building emotional resonance. When you capture attention through feeling, it sticks and is far more likely to drive action, both today and down the line.
WeDoCRM’s Recommendations for Implementation Across CRM Touchpoints
What we have seen that works well with our clients is that email subject lines are often your first (and sometimes only) chance to grab attention. Traditional promos like “20% off ends tonight” are ignored because they feel like noise (and we want you to avoid that!)
SMS and push notifications land directly on a person’s device, so they can delight or annoy depending on how they make the recipient feel. So our recommendations are to lead with stories and emotions, not just offers.
Here are our tips for you:
| Touchpoint | Transactional Example | Emotional Example | Why It Works |
| Email Subject Line | “50% off this weekend” | “We’ve wrapped up 50% off… hope you like surprises 🎁” | Sparks curiosity and warmth, encouraging openness without triggering sales resistance. |
| Email Subject Line | “Items left in your cart” | “Your items + 10% off if you complete your order today 🎁” | Transforms transactional reminders into personal check-ins, making customers feel valued as people, not just potential sales. |
| Email Subject Line | “New arrivals this week” | “Something to brighten your Monday ☀️” | Shows empathy and thoughtfulness for the customer’s lived experience, framing any promotion as a gift rather than a pitch. |
| SMS/Push Notification | “Loyalty reward unlocked – shop now” | “Congratulations on your anniversary with us! 🎉” | Celebrates the relationship milestone before mentioning rewards, showing loyalty has been noticed and valued. |
| SMS/Push Notification | “New raincoats in stock” | “Rainy day ahead, stay cosy” | Wraps product mentions in genuine care, feeling like a friend’s recommendation rather than a sales push. |
| Milestone Email | “Earn double points this week!” | “A year ago, you picked [product] – still loving it?” | Acknowledges the relationship timeline and shows you remember, demonstrating that the connection matters beyond the sale. |
| Birthday Message | “Happy Birthday! Here’s 20% off” | “Happy birthday month! 🎂 We’re celebrating you all month long” | Extends celebrations beyond a single day and focuses on the customer as a person, making the gesture feel more generous and genuine. |
| Post-Purchase Follow-up | “Rate your recent purchase” | “Two weeks with [product] – how’s it going?” | Shows the relationship continues after the transaction and invites genuine conversation rather than just feedback extraction. |
We must warn you to watch out for those emotional marketing pitfalls! Emotional marketing only works if it’s done right. Fake feelings backfire, so don’t use emotion your brand can’t actually deliver. Stay authentic to your brand’s tone of voice because customers can spot fakery instantly. You may want to be the brand that cares, and that is great, but start adding emotion slowly and subtly, or it loses impact.
And remember, every customer is different; they respond to different things, so test, segment, and see what works for each pot. Oh, and if it’s obvious you’re just trying to make a sale, it’ll feel manipulative. Don’t risk it.
Emotional Marketing vs Transactional Data Metrics
When it comes to emotional marketing, it becomes a form of data itself. I know we marketers rely on traditional metrics, but what about long-term loyalty? The metrics might tell us that millions of people watch the ad, thousands clicked through to the website and hundreds made purchases, but what they don’t tell you that 800,000 of those viewers cried, the advert was talked about at dinner tables across the country, that is became a part of the cultural conversation around Christmas and that families now make watching the advert together a tradition.
Emotional data can be tricky to measure, but it’s just as important as transactional data, especially when it comes to brand advocacy and customer lifetime value (LTV). While metrics like share/forward rates, referral program participation, or customer feedback themes offer some insight, the real focus should be on long-term retention rather than one-off purchases. Take a look at it this year and see what results you get!
Multichannel Marketing: How to Extend Your Story Across Every Touchpoint
Large brands use a combination of marketing from TV, social media, displays and digital content to create a great campaign. But you don’t need a huge budget to do something similar. This year, John Lewis kicked off the Christmas season early this year with their new advert, released on November 4th. It’s a heartwarming father–son story told through music, perfect for getting everyone in the festive spirit. The ad goes beyond product-selling; it’s about connection. Tying gift-giving to memory and meaning reinforces the idea of thoughtful gifting.
The lesson here is all about planning and consistency. When your story is shared across different channels in a way that feels connected and seamless, it makes a bigger impact. Even YOU can do this by coordinating social posts, emails, website content, or even small offline touches. Think to yourself, is your campaign thoughtful? Memorable? Or even shareable?
WeDoCRM’s multichannel marketing tips for SMEs:
Social Media: Share your story in short, engaging posts or videos. Encourage people to comment or share their own experiences.
Email & Newsletters: Follow up with content that expands the story—behind-the-scenes insights, customer stories, or tips related to your campaign.
Website & Landing Pages: Make sure your site reflects the same messaging, so visitors get a seamless experience.
Offline Touchpoints: Even small things like packaging, inserts, or thank-you notes can echo your campaign and make people feel cared for.
Partners & Influencers: Work with aligned brands or micro-influencers to spread your story to new audiences without breaking the bank.
To dive deeper into this, we recently wrote an in‑depth article exploring the differences between multichannel and omnichannel marketing, and how businesses can implement these strategies effectively this Q4 and so on!
We show how to connect all your touchpoints with a little help from your trusty CRM. From social posts to emails to website updates, our tips show you how to make every touchpoint feel like part of one clever, connected story.
Read it here: Multichannel vs Omnichannel Marketing in Q4: How CRM Can Boost Results.
Emotional Marketing – Not Just For Christmas…
Who says emotional marketing only matters at Christmas? By leaning into season-by-season vibes, you can keep your audience feeling all the emotions, all year long. Think fresh starts for the New Year, love in all its forms for Valentine’s, springtime optimism, summer adventures, back-to-school survival mode and so forth. Each season is basically an open invitation to tell a story your customers won’t forget.
How WeDoCRM Can Help You
At WeDoCRM, we help brands like yours build customer relationships that go beyond transactions. We combine the art of emotional storytelling with the science of CRM strategy, so every email, message, and touchpoint feels personal, timely, and genuinely caring. Don’t just take our word for it, check out our success stories and see the results for yourself!
You don’t need a John Lewis budget to create campaigns that resonate. You just need the right strategy, the right tools, and a partner who understands that great CRM marketing is about showing you care.
If you’re ready to move beyond generic blasts and create marketing that makes people feel something, let’s chat. We’d love to learn about your brand, your customers, and how we can help you build relationships that last well beyond the sale.
Get in touch, we look forward to hearing from you!
