11 Holiday Email Templates to Send Clients on Every Major Holiday

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Meg Prater (she/her)
Meg Prater (she/her)


'Tis the season for sugar plums and stalled deals. You release emails into a void darker than Black Friday, and you only collect OOO auto-replies. And while regular people enjoy slices of pie and seemingly endless vacation, you're enjoying a second helping of “Bah Humbug” and sweating your looming number. Sound familiar?

holiday sales email and template

To help, I've pulled together holiday email templates with eye-catching subject lines and get-to-the-point messages for more opens and higher response rates — even as your prospects have one hand in the cool whip and the other on their expanding waistline.

Plus, I‘ve included email templates for other holidays that happen throughout the year. Let’s dive in.


Why send a holiday email?

A simple but thoughtful holiday email, written in the right tone, reminds clients that real people are behind the business. It‘s an opportunity to show you appreciate their business and value the relationship you’ve built with them.

The holiday email is a human-to-human connection at its best, transcending typical and stuffy business communications. You meet your client on a more emotional level. It demonstrates you know them more personally and that you feel the frustrations of the holidays.

You have the ability to stay front of mind with a well-crafted, perfectly balanced email that says, “Let’s get business done and let’s get through this frustrating, but must-do, phase together.”

Over the holidays, you can avoid the hard sell (if that’s what is needed) and keep it real. You might be surprised at how impactful that can be.

What Makes a Great Holiday Email Template for a Client

Different clients have different communication styles, but here are five “ingredients” you should consider adding to your next holiday email.

A Personalized Subject Line and Message

A personalized email is a must-do in every type of email; the open rate increases by 20%. Over the holiday season, it’s especially important, as emails are received at higher rates.

You want to stand out in the inbox with a must-read email. Importantly, you want to elicit a connection with your client at every opportunity over the holiday period. Stay away from mass generic templates and canned responses. You want to be memorable for all the right reasons, especially if you’re at risk of your client closing for the holiday period before taking their break.

Inclusive Greetings And Sign Offs

Presumptions about your client could inadvertently create a disconnect — or worse, insult them.

If you don’t know how your recipient celebrates the holidays, play it safe with an inclusive greeting. Language like “Happy Holidays" is more inclusive than “Merry Christmas.”

Acknowledging Holiday Stress

If appropriate, your holiday email can transcend typical business communications. Recognize that the holiday season can be busy, and don’t be scared to be a human.

Acknowledging the busy, stressful time can help you bond with your prospective client and demonstrate how you’re both more similar than you thought. It can be a great opportunity to build on that connection.

Giving A Reason (And Make It A Good One) For Wanting To Push The Recipient To Take An Action

Remember, you’re asking your recipient to do something when they’re already busy. Incentivize action by providing a good reason for them to do what you’re asking.

Some incentives might include:

  • End-of-year financials (if you know your client operates this way).
  • Production implications. If your client signs off in December, you can schedule the work for completion in Q1.
  • A special holiday discount.

A Look Back On The Year

For clients you’ve worked with for a while, take a moment to acknowledge the good work in the previous year. Put the onus on the work you did together. A little well-constructed flattery never hurt anyone!

Your reflection on the year should include the biggest achievements with an appreciation toward the client for making such good work possible. This little reminder is generally nice to receive amongst the sea of demands, but it might also be the prompt your client needs to see the value in your new proposal.

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Happy Holidays Email Templates

1. Holiday Checklist Email Template

Having a hard time getting your prospect‘s attention during the holiday season? Make it easy for them to follow up on next steps with this playful holiday checklist. It’s a non-pushy way to give your prospect deadlines and keep your deal on track.

Subject: Your Holiday Checklist

Hello [Prospect name],

I know this is a busy time of year, so I made you this holiday checklist to help us stay focused, on deadline, and committed to getting your solution in place and ready to start working for you in the New Year:

  • [Date]: [Milestone]
  • [Date]: [Milestone]
  • [Date]: [Milestone]

Thanks for keeping this a priority — even when there's turkey, pie, and presents beckoning.


[Your name]


2. Gift Guide Email Template

Knowing how to approach prospects in the early stages of the customer journey is difficult — especially around the holidays. If it‘s been a while since they touched base, send this quick email to remind your prospect who you are and what you’re offering.

Subject: A gift guide just for you

Hello [Prospect name],

I know it's the busy holiday season, but I wanted to say "hello" and remind you why we're such a good match. Think of each point as a small gift to yourself this year:

  1. [Insert prospect problem + how you can solve it] (i.e., Data entry is eating away at your time, but Company X can reduce entry time by X%.)
  2. [Insert product, service or feature]: [Insert reason/way it benefits your prospect] (i.e., Multi-user upload function: Kiss the days of waiting for your 10 teammates to finish uploading before you have a chance. This feature offers a solution to one of your biggest pain points.)
  3. [Insert budgetary fit + discount info for buying before the end of the year] (i.e., Our price + your budget = the perfect fit)

If you're ready to get that demo scheduled, grab some time on my calendar here: [Link to meetings tool]

Happy Holidays,

[Your name]


3. Upsell Email Template

Upsells are a smart way to pad your number. Revisit old clients and tell them about your newest suite of features, a recently released product, or fresh training opportunities.

Say "thanks" for already being a customer by offering an appropriate discount, and don't be afraid to push for a quick close. The great thing about upselling is that these deals can move faster without much red tape.

Subject: Better than leftover pie for breakfast

Hello [Prospect name],

I know, I know — there‘s very little as important as pie for breakfast. But this [Insert upsell] is pretty important too (and just as sweet). Here’s how it can help you finish the year strong and set you up for success in the year ahead:

  • [Product/feature name]: [What it does and how it benefits the client]
  • [Product/feature name]: [What it does and how it benefits the client]
  • [Product/feature name]: [What it does and how it benefits the client]

If you'd like to learn more, grab some time on my calendar here: [Link to meetings tool]

Happy Holidays,

[Your name]


4. Discount Email Template

This time of year, many prospects are more relaxed and less formal. Capitalize on that — when appropriate — by sending a lighthearted email.

If you do, make sure what's inside really is better than Mona‘s sweater. In other words, now’s the time to offer a discount if they close before the end of the year.

Subject: Inside — Something better than that hideous sweater from Aunt Mona

Hey [Prospect name],

We‘ve all gotten gifts we wish had never been placed on this earth. But this gift I have for you? It’s not one of 'em.

If you buy anytime between now and December 31, I can offer you [insert discount]. As simple as that!

If you're interested in learning more, give me a call or schedule some time on my calendar.

And if you‘d rather go with Mona’s sweater and get back to me after the first of the year — that's OK too.

Happy Holidays,

[Your name]


5. Budget Reminder Email Template

Remind prospects to spend their residual budget before the end of the year. Many companies also spend this time planning for the new year, including budget allocation.

So let your clients know you can invoice some of their deals now and some in the new year to make things more affordable.

Subject: Put that use-it-or-lose-it budget to good use

Hello [Prospect name],

It's that time again — the season where residual budgets disappear on December 31, and unused funds beg to be used before being reallocated to your nemesis team.

The good news is I can help! If you‘re ready to buy, I’d love to talk to you today. Simply reply to this email or book some time on my calendar here: [Link to meetings tool]

Let's put that leftover budget to work, making your life easier and your boss impressed.

Happy Holidays,

[Your name]


6. Thanksgiving Email Template

This is an email you should send to prospects and clients year-round, but it's especially poignant this time of year.

Haven't heard from a prospect in a few weeks? Instead of hounding them with another "Haven't heard from you" email, send a simple note of thanks and see what happens.

Subject: Thanks for working with me

Hello [Prospect name],

I wanted to take a moment and thank you for working with me this year. I know you have a lot of choices, and I‘m grateful you’ve chosen to spend time getting to know me and [Company's product/service].

Happy holidays, and please let me know if I can do anything to make your life easier this season.


[Your name]


7. Calendar Scramble Email Template

It‘s tempting to wait until the new year to schedule meetings, but don’t. Pack your calendar with as many calls and demos as possible during the holiday season.

Remember that, for many people, November and December are slow months full of planning, taking stock, and catching their breath. Put their free time to good use, because January always ramps up quickly and threatens to make you old news or a back-burner priority.

Subject: Before I lose you to fudge and family…

Hello [Prospect name],

The holidays are upon us, and our (work) calendars usually look a little lighter. Before you turn on your out-of-office auto-responder, I'd love to grab a few minutes for that demo you asked about.

I promise, it will fit neatly between your ugly sweater team lunch and the office white elephant party. If you're interested, feel free to grab time on my calendar here: [Link to meetings tool]

Happy Holidays,

[Your name]


Holiday Email Templates for Other Holidays

8. Memorial Day

Memorial Day is often when the summer slump starts for salespeople. Prospects are on vacation, not in the mood to learn or buy something new, or are scrambling to combat the slump in their own business.

An email template that calls this out can grab their attention and move your business forward.

Subject: I know you're eyeing that vacation time

Hello [Prospect name],

It‘s officially summer, and before I lose you to some well-earned vacation, I’d love to schedule a call to learn whether I can make your job easier — and hopefully help you take more vacation time!

You can book time on my calendar here: [Insert calendar link]

Meeting with me is a great way to kill 30 minutes before you flip on your OOO.


[Your name]


9. Labor Day

Labor Day often signals back-to-school shopping, a return to routine, and one last push before the end of the year. Capitalize on prospects ready to learn and grow by sending a Labor Day email that welcomes them back with a little humor and understanding.

Subject: Business goals having a bit of a summer hangover?

Hello [Prospect name],

The cruises are over, the beaches are closed, and there's no better time to refocus your priorities and welcome a fall full of professional growth.

I'd love to take a few moments to explain how [Your company name] can help your team meet goals faster than ever before. Book time on my calendar here: [Insert calendar link]

I hope we can connect,

[Your name]


10. Fourth of July

How can you compete with summer in full swing and prospect motivation at its annual low? A tongue-in-cheek email that points out that your prospect's open calendar and vacation senioritis is the perfect time to schedule a little time to learn more about your solution.

Subject: I likely need a firework to get your attention this week

Hello [Prospect name],

Half of the country is out of the office this week, and half has their eye on grilled food and friends.

Take this opportunity to put a 30-minute meeting on your mostly empty calendar and learn how [Your company name] can help your marketing team bring in three times as many qualified leads.

I promise I'll let you go in plenty of time to get to your first BBQ of the weekend!


[Your name]


11. New Year’s

Many of us wait for that sacred week at the end of every year. We clean out our inboxes. We organize a year's-worth of Google Docs. We savor our coffee and bask in a quiet office.

Reach out to your prospects who are doing this too. Make the most of that quiet week, and move your deal forward.

Subject: A toast to no one being in the office

Hello [Prospect name],

If you‘re like me, you’re making the most of this quiet week at the office. I'd love to talk to you about how you can start the year with a bigger bang than ever before.

I‘ve got some ideas I’d love to run by you. Grab some time on my calendar here: [Insert calendar link]


[Your name]


You never know who‘s celebrating a certain holiday and who’s not, so here's a little advice to follow when in doubt.

Getting Started

The holidays don't have to mean stalled deals and no commission. Be proactive this year, and use these email templates to make your prospects smile and your bottom line full of the holiday spirit.



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