Design tips for season's greetings and thank you emails

As the working world starts to quiet down a little at year's end, we're inspired by the companies and organizations who took the time to send season's greetings emails saying "thank you" and cheers for the year ahead. In a sea of deals-and-discounts messages, these emails are refreshing, even uplifting. There are no prompts or pleas to buy or save or donate or register. While season's greetings messages are still "email marketing," if done well, these emails can benefit business as much as they delight readers, leaving them with a positive association of your brand.

Tip #1: Have fun

One brand's season's greetings email made readers smile from the subject line to the punny copy to the sparkling content. It even built an interactive companion website where clicking anywhere delivers an assigned mood and accompanying video. The concept was relatively simple but incredibly clever, and a perfect example of the brand in action, with strong shareability sure to generate buzz online.

Tip #2: Gift holiday-themed branded content

One simple season's greetings email gave readers a festive recipe as an animated GIF while also sending wishes for a happy holiday. Spend a little time developing an angle that ties together existing branded content with a holiday theme. Giving away content helps brands positively position themselves and can even provide an opportunity to learn about and grow your target audience — think a free-to-download ebook or a printable holiday card.

Tip #3: Keep it sweet, simply

A two-line email from a hair care brand was straightforward and merry, on-brand, and took readers two seconds to digest. Remember, your subscribers have probably been inundated with emails all month, so a really short message that cuts to the chase is effective. Just be wary of the hazards of sending an image-only email.

Tip #4: Be yourself

If your brand puts a lot of content out there, positioning itself as a subject-matter expert, readers are often curious about who's behind it all. One organization's season's greeting email showed real people having fun, which felt refreshing compared to its usually professional web presence. People want brands to be friendly and personable — showing the people behind your brand bolsters a feeling of connection with your readers.

Tip #5: Wrap up your year

It's the time of year when many of us, businesses included, are reflecting on the previous 12 months. If your company hit some milestones this year, remind readers of your accomplishments in a succinct, easy-to-read way, and be sure to show gratitude and thank your supporters.

Tip #6: Break the mold

If your brand typically sends emails that follow the same format, like high-quality photography and a sleek grid layout, consider a complete design 180 for the holidays — a festive, fun change-up that's sure to garner attention among readers who aren't expecting it. Refreshing your email template is a smart way to kick off the season.

Season's greetings emails wrap-up

Our favorite season's greetings emails have a lot in common: they're playful, highly visual, and short and sweet. Keep these design tips in mind:

1. Have fun! Brainstorm a playful and unique concept that can stand on its own, and maximize shareability beyond your existing audience.
2. Give away content. Make it valuable, special, and on-brand, then present it in a simple, visually-appealing email.
3. Be sweet and simple. A few lines is all it takes. Be thankful, and offer good cheer!
4. Show readers who you are. It's a great time for brands to peel back the curtain on their operations.
5. Mention the year's achievements. But keep it short.
6. Change up your usual style. This is the season for refreshing your template and doing something special.