In some respects, the festive season is a twinkly marketing dreamscape. There are so many elements of this jolly holiday that can be incorporated visually into a campaign, from a snowy sledging Santa scene, to a Christmas carol’s chorus. But with competition being more intense than your family’s Christmas dinner politics chat, the pressure to stand out is on. And it’s an email’s copy that can help your brand do just that. Here’s our Top 5 brands that have truly sleigh-ed when it comes to their Crimbo copy:

1. Vodafone

SL: Christmas is coming early, [Name]

With the hashtag #feeltheconnection in the hero, it’s important that the email really delivers one. The personalisation in both the subject line and the headline does just that - by connecting with their name personally and also by tying in their relationship to Christmas.

The copy cleverly acknowledges how early they’re talking about Christmas (this dropped into my inbox in early November ) whilst making that a positive thing and, once again, bringing the topic back to connecting the reader and their loved ones for Christmas.

2. BarkBox

SL: Dog people give the best gifts

Cute dog singing a Christmas song - pun included - in the hero copy? Check. Funny quote from a dog in the pre-header? Check. Statement about how BarkBox is a great gift? Check. Subject line that elevates people who love dogs as the most thoughtful people alive? Check?

Any more copy needed? Nope! Funny, appealing to its audience, to the point. And very on brand. All with hardly any copy whatsoever. Round of a-paws!

3. Everlane

SL: The Best Gifts Come In Tiny Packages

With the overwhelming gift options presented in the run-up to Christmas, it can pay to keep things simple. Which is exactly what Everlane does with their one-size-fits-all theme.

The short copy associates their small items with a feeling that is largely important at this time of year: warmth. Their focus is on the giving of gifts and to ‘wrap up’ loved ones - a clever link between both the physical effect of their products and the festive act of wrapping Christmas presents. And their reminder of ‘No size-guessing required’ certainly delivers as the bonus they suggest it is, which is reiterated again in the next block.

4. The Body Shop

SL: Secret Santa, sorted ✔️

Secret Santa is a common theme when it comes to Christmas marketing, but this email from The Body Shop stood out for including the little details that are less obvious in their copy.

Highlighting a treat for ‘your work wife’ or that ‘gem of a teacher’ speaks to people on a more personal level, rather than focusing on simply finding the perfect gift. And pointing out that their gift ideas are ‘perfect for handbags or desk drawers’ makes them desirable for the Secret Santa shopper. They also throw in the idea of stocking fillers too, to widen the appeal. And of course, a Santa Claus pun in the headline. Because, believe me, it’s snow joke how much we love a pun.

5. Stance

SL: A perfect pair for every holiday occasion

Ah, socks. So reliable. So cosy. But in the sparkly party season…not at the forefront of our minds. Unless of course, you receive an email from Stance written in a way that makes socks the must-have item for all the festive shin-digs! We like the way they’ve used their body copy to turn this around, without simply relying on the ‘cosy nights in’ theme of the holiday season. Because what’s a party without a great pair of socks, eh?