Not so much the “news” as the “letter” – that’s where the newsletter fascinates. If email helps to build relationships with your audience, the newsletter turns a portion of that audience into loyal advocates. You sell to one, speak to the other.
This is not to imply that your newsletter ought to be non-promotional. But let’s face it: It’s easier to promote than to educate and engage. One of the biggest challenges we face while crafting our newsletter is not the promotional bit, but that which comes after we’re done pitching: Educating our subscribers, showing our human side to them, and in fact, being vulnerable. (Yep, let’s not fight shy of the v word.)
If you feel the same way, welcome to the band!
But we know that our subscribers are our advocates. Plus, it’s the holiday season. Our newsletters should be extra special. This includes design and content.
Nothing says “connect” like the holidays. In this blog post, we’ll be exploring 8 holiday newsletter templates. And when we say newsletter, we mean newsletter, not email templates made to impersonate the newsletter. So, let’s begin!
1. theSkimm
Our first holiday newsletter template, from theSkimm, cuts to the chase with emphasis on holiday shopping. The Editor’s note is personal and furnished with links to e-commerce brands. We love the placement of more such links inside dedicated blocks throughout the email. The content is a nice mix of diverse topics, from product recs to best reads to editor picks—all hitched to the holiday cart.
Pro tips:
- Don’t rely on AI to bang out half-pie content. Your newsletter subscriber is essentially a reader. Spice up your copy. But keep it concise.
- If your newsletter content is not diverse, mix up your subheadings to keep the reader engaged. They can be in the form of questions, remarks, or jokes.
2. xtool
Kicking off with a superb hook, xtool’s holiday newsletter leverages color blocking to distinguish holiday-specific content. We also love the use of the multi-column layout where most email newsletters are optimized for horizontal reading. The idea of using dissimilar CTAs for Etsy and xtool is a good example of strategic design.
Pro tips:
- Optimize your holiday newsletter for scannability. People are busy during the holidays and don’t have time to read your newsletter from end to end. Use bullets, short paragraphs, and easy-to-understand emojis wherever you can.
- Use a conversational tone. Tell a story where possible. Include multiple PoVs; diversify the voice of your newsletter. Go off-brand a bit.
“Successful newsletters deliver the information and answers your audience wants – not branding messages.”
— Jodi Harris, director of content strategy, Content Marketing Institute
3. The Strategist
Image source: Inbox
The Strategist’s holiday newsletter template embraces the F-pattern layout from first to last. With a bold header, minimal text, and colorful 2D graphics, the design is simple, non-disruptive, and captures a reader’s as well as a viewer’s interest. The sans serif typeface and the ghost CTA button add to the readability. In contrast to our first newsletter example, the Strategist focuses on a single topic.
Pro tips:
- Prioritize user-friendly design. Break up dense portions of text with the help of relevant images or even simple decorative elements.
- Leverage white space to tidy up the information density in longer newsletters.
4. Saatchi Art
Relying solely on their latest rococo creations for the template’s design, all that’s left of Saatchi Art to add is multiple layouts; the alternating layouts keep the reader engaged throughout the newsletter. In every block, the inverted pyramid is in action with the grids leading to the primary call to action. The small-medium text in between the images informs without detracting from the focus on the artwork. The dark borders around each CTA button immediately draws your attention.
Pro tips:
- Mix up the layout to keep things interesting, but also optimize for mobile. If you’re using multiple columns, test thoroughly for handheld devices.
- Newsletters are not just a clutter of links. Strategic link placement is key. Avoid too many links at once. Use emojis, icons, colors, link buttons, etc. to diversify link display. But most importantly, only add relevant links.
“The ‘why’ behind your email newsletter should drive the content that you use in it.”
— Jeanne Jennings, founder of Email Optimization Shop
5. VWO
VWO’s holiday-themed newsletter template is textual and relies on relevant emojis by way of graphics. The color scheme derives from VWO’s brand palette. The multiple ways of drawing attention to the focus states is enlightening; whereas the webinars are highlighted using link buttons, VWO’s brand-specific CTAs are enclosed in solid buttons. The strategic use of bold text is also a nice instance of this.
Pro tips:
- Include the all-important View Online link at the top of your newsletter. Add a Subscribe button also for when the newsletter is forwarded.
- Don’t forget to add Proof of Consent in the footer of your newsletter.
6. Zara
Image source: Inbox
There are newsletters and there are newsletters. Zara’s is not your typical send. Their weekly newsletter brings subscribers up to speed on the latest arrivals, favorites, and in this case, holiday wear for men and women. The entire email can be seen as an elaborate navbar. Slim, simple, and noise-free, Zara’s holiday newsletter template, like most of their emails, is a testament to understatement.
Pro tips:
- Engage your subscribers by asking them to do something, such as taking a poll, a quiz, or answering a question. Take a look at this newsletter.
- Nail your holiday newsletter subject lines. Once again, don’t rely on AI.
“Let there be one head honcho CTA — just one main thing that you would like your subscribers to do.”
— Ginny Mineo, Product Lead at Reforge
7. Tastemade
Tastemade’s holiday newsletter is fun, colorful, and enjoyable to scroll through. We love the header, the colorful CTA buttons, and the horoscope theme. The use of flourishes (ribbon curls and half circles) add movement to the template, keeping up the visual interest. We also love their rounded CTA buttons and image frames.
Pro tips:
- Taking a cue from Tastemade, request feedback from your subscribers. It’s a nice touch at the end of your newsletter, not to mention how useful it is.
- Since it’s the holidays, offer a gift guide to your newsletter friends. Just like Tastemade does; these are super useful during this time. In fact, according to one survey, 39% of U.K shoppers find “brand-provided gift guides” helpful.
8. Obsessed
Our last holiday newsletter example, from Elle Decor, leads off with a fun hero image. Unlike most newsletters, here is one that’s short yet filled with updates. The sans serif typeface, coupled with single CTAs, simplifies the reading process.
If you remove the ads, there’s not much going on by way of graphics. This is not necessarily a disadvantage. As noted email expert Doug Morneau advises, “Remember, visuals should complement your written content, not distract from it. Use them strategically to enhance your message and guide readers’ attention to key points or calls to action.” In short, visuals are the pillars, not the mansion.
Pro tips:
- One couldn’t say this enough: Test your holiday newsletters! Also, since holiday newsletters tend to be full of links, do verify every link.
- Include a name in the sender details. Ask your subscribers how often they would like to receive your newsletter.
- Don’t forget to track the performance of your holiday newsletters. Go beyond opens and clicks, and track lead generation and sales.
“A key message for brands is that your newsletters don’t have to be super long.”
— Amith Nagarajan, founder of rasa.io
Get Started with Your Holiday Newsletter with Email Uplers!
The holiday season of 2024 is here. Our newsletter template production team is here to help. Plus, we’re offering 10% off on all template orders. Claim it now!
For more info on newsletters, check out these 10 email newsletter ideas.