Trends Impacting Email Campaigns & Flows this Q4

9 Nov

As we progress through the critical Q4 holiday season, email marketing continues to be a powerful tool for driving engagement, conversions, and customer loyalty. With major shopping events like Black Friday, Cyber Monday, and Christmas underway, brands are implementing innovative email marketing strategies to capture attention and boost sales. This quarter, trends such as personalisation, automation, and timing and frequency are reshaping how businesses connect with audiences, making emails more engaging and effective than ever. By aligning with these trends, brands can ensure their email campaigns stand out in crowded inboxes, drive higher open rates and click-through rates, and maximise revenue in this high-stakes season

Here are the four main trends impacting email campaigns and flows this quarter…

Personalisation is Key

One of the most powerful tools in email marketing, particularly during the holiday season, is personalisation. Consumers are inundated with marketing emails throughout Q4, making it essential for brands to create highly tailored content that speaks directly to the individual recipient. According to Klaviyo’s 2024 Holiday Email Marketing Insights, personalised subject lines increase open rates by 26%, while emails with personalised product recommendations see 50% higher click-through rates (CTR).

During the holiday season, personalisation can go beyond using the recipient’s first name. For example, brands can leverage customer data to segment their lists based on past purchase history, browsing behaviour, and even seasonal preferences. Creating segments such as "repeat customers" or "high-intent holiday shoppers" allows brands to send more relevant, targeted offers. Offering personalised gift suggestions, exclusive discounts for loyalty members, or even curated holiday shopping lists based on previous interactions are all effective ways to boost engagement.

For brands using Klaviyo, this is easier than ever. Klaviyo’s integration with e-commerce platforms such as Shopify enables businesses to access detailed customer data, which can then be used to create dynamic email content. For Q4, automating personalised campaigns, such as abandoned cart reminders with holiday-specific discounts or product suggestions based on the recipient’s purchase history, can significantly increase conversion rates.

Timing and Frequency of Holiday Emails

The holiday season presents a unique challenge when it comes to the timing and frequency of email campaigns. Consumers are often overwhelmed with promotional emails during this period, so it’s crucial to strike the right balance between staying top-of-mind and not overwhelming subscribers. According to Klaviyo’s 2024 Report on Email Timing, the ideal frequency for Q4 holiday campaigns is around two to three emails per week, with increased activity during key shopping days like Black Friday, Cyber Monday, and the days leading up to Christmas.

For Black Friday and Boxing Day, Klaviyo recommends sending early bird offers to loyal customers or VIP segments a few days before the event to create a sense of exclusivity and urgency. This tactic not only rewards repeat customers but also allows brands to spread out their sales, reducing website strain on major shopping days. Additionally, creating countdown emails leading up to these events is an effective way to build anticipation. Klaviyo’s insights show that countdown timers in emails increase click rates by 17%, especially when they are linked to time-sensitive offers.

Another best practice during Q4 is sending post-purchase follow-up emails, particularly for customers who have made holiday purchases. For example, sending a personalised thank-you email with suggestions for complementary products, or offering a holiday-exclusive discount code for their next purchase, can help drive repeat business. According to Klaviyo’s Post-Purchase Engagement Guide, follow-up emails sent within 48 hours of purchase have a 40% higher open rate compared to those sent later.

Crafting Compelling Subject Lines and Calls to Action (CTAs)

In the crowded holiday inbox, crafting the perfect subject line and call to action (CTA) can make or break an email campaign’s success. Subject lines should not only capture the recipient’s attention but also convey a sense of urgency or exclusivity. Klaviyo’s data from previous holiday campaigns shows that subject lines containing phrases like “limited-time offer,” “exclusive sale,” or “only for you” can increase open rates by 30%.

Additionally, adding festive or holiday-themed emojis can also help your emails stand out in a cluttered inbox. Subject lines such as “🎄 Last chance for Christmas deals!” or “🎁 Holiday savings just for you!” have shown to increase open rates by 22% during Q4, according to Klaviyo’s 2024 Holiday Campaign Guide.

CTAs in your email should be clear and action-oriented. During Q4, focusing on urgency-driven CTAs like “Shop Now,” “Limited Stock – Act Fast,” or “Get Your Holiday Savings” works well in prompting immediate action. Including a CTA button that is mobile-friendly and easy to click is essential, as Klaviyo reports that 60% of emails are opened on mobile devices.

Leveraging Automation for Maximum Impact

Email automation is particularly valuable during Q4, allowing brands to efficiently engage with their audience without needing to manually send each campaign. Klaviyo’s automation features—such as abandoned cart reminders, browse abandonment flows, and personalised product recommendations—are essential for maximising sales during the busy holiday season.

For instance, during Black Friday and Christmas, using abandoned cart automations with a holiday twist (e.g., “Don't miss out on your gift!”) can re-engage customers who might be on the fence about making a purchase. According to Klaviyo’s 2024 E-commerce Insights, abandoned cart emails have an average conversion rate of 18.64% when sent within the first 24 hours. Adding a sense of urgency by reminding customers of limited holiday stock or shipping deadlines can push them to complete their purchase.

Brands can also benefit from browse abandonment flows, which target users who have viewed products on the website but haven’t added them to their cart. By sending a follow-up email with a festive message or offering an incentive like free shipping, brands can convert these browsers into buyers. Klaviyo reports that browse abandonment emails see a 10% to 15% conversion rate during Q4, particularly when personalised with holiday themes.