Black Friday seems to drag on for a month rather than a few days, as brands are now more aggressive and competitive with their sales. But where does this leave customers, who are exposed to seemingly endless emails about discounts, promos and never-before-seen offers?

Often, it is toward email exhaustion and consumption fatigue, meaning savings may not hit as you would like them to, even if your offer is unbeatable.

So, if your sale is running longer than a standard Black Friday offer, or you feel like your offer may be losing its oomph, what can you do? One way to breathe new life into your offer, while helping people see the value of shopping, is to remind customers that Christmas is coming soon with a gifting guide email.

What Is a Christmas Gifting Guide Email?

A Christmas gifting guide campaign shows people which products in your collection make great gifts, and why. It highlights a few products on sale during the Black Friday period and explains the value people can save by buying them today.

But it is not all about the discount value. These emails must focus on value beyond the price tag by communicating why someone would want to buy this for someone special.

Concentrate on product specs, what problem it solves and why gifting it for Christmas will give them brownie points. This campaign should be highly visual and sell your products with high-value photos, especially lifestyle images that show the product in use. To distinguish it from the Black Friday madness, add some Christmas icons, colouring or imagery to stand out from the crowd.

Which Products Should You Focus On?

A mistake a lot of businesses make in gifting guide emails is feeling like they need to mention every product to make it a great guide. This could not be further from the truth.

Put simply, you should not feel like you are trying to force people to find the link between your product and gifting. The idea should already exist, and you should simply fill the gaps that may be causing customers to hold back.