Thanksgiving Email: Writing Tips and Subject Line Ideas

For most businesses, November is all about one thing: Black Friday.

This massive shopping event has become a cornerstone of the holiday season and with good reason. In the US alone, holiday retail sales surpass $1 trillion annually, with Black Friday kicking off the biggest shopping surge of the year. Many businesses focus on Black Friday because it’s a prime opportunity to boost sales, attract new customers, and make the most of the season's spending spree.

While it's crucial to prioritize Black Friday, there’s also room to plan a Thanksgiving email campaign. Thanksgiving might be overshadowed by the Black Friday hype, but it's still a chance to engage your audience, celebrate with them, and offer deals they won’t want to miss. By tapping into both holidays, you're giving your customers more reasons to shop with you.

And don’t forget—the real final boss of the holiday season is still on the horizon: Christmas. By taking each holiday as it comes—Thanksgiving, Black Friday, then Christmas—you’ll maximize your chances of connecting with customers during one of the busiest shopping seasons of the year.

Writing an email that stands out is tough, especially during the holiday season, because of the sheer volume of emails being sent. In 2023, it was reported that over 347 billion emails were sent and received every day globally, and that number only skyrockets during the holiday season. Studies show that holiday marketing emails can increase by as much as 50% in November and December, with Black Friday and Cyber Monday alone driving tens of billions of marketing emails.

Depending on the number of businesses they subscribe to, a typical customer's inbox could be stuffed with a variety of things like:

• New product emails
• Company update emails
• Sale announcement emails
• Special discount emails
• Blog emails
• Newsletter emails

Hundreds of businesses are sending Thanksgiving emails at the same time as you. To do effective email marketing, you don't have to send multiple of every type of email to each customer. You can (and should) make sure you are sending the right messages to the right people. Brands need to cut through this noise with highly relevant, personal, and engaging content to even have a shot at being noticed.

You can do so with automation which we'll touch on in this article.

To help your email stand out from the rest, there are a handful of best practices to keep in mind as you craft your messaging. Let's start from the beginning.

Know your audience

First and foremost, you need to know who you're talking to. Are these your loyal customers who’ve been shopping with you for years? Or are they new newsletter subscribers who are just getting to know your brand?

Tailoring your message to fit the audience can make all the difference. For long-time customers, a personalized message with exclusive offers could be a great way to show appreciation. For newer subscribers, a lighter, more introductory tone may work better—think of it as a warm "welcome to the family" paired with a special deal just for them. By understanding your audience, you can speak directly to their needs and create an email that resonates on a personal level.

Keep your Thanksgiving email template short and sweet

People don’t have time for long, wordy emails during the holiday season. Keeping your Thanksgiving email short and to the point is a great way to respect your audience's time and ensure they actually read your message. A simple "Happy Thanksgiving" followed by a heartfelt note of appreciation, paired with a clear call to action, will go a long way.

For example, instead of a long-winded paragraph about your latest products, consider something like:

That’s it—clean, simple, and straight to the point. People are more likely to engage with your content when it’s easy to digest, especially when they’re sifting through a packed inbox. So, focus on clear messaging and let the visuals do some of the heavy lifting.

Include a clear call to action

Even though Thanksgiving is about gratitude, let’s not forget you’re still in the game to drive sales. Make sure your email has a clear, easy-to-find call to action (CTA). Whether it's "Shop Now," "Claim Your Offer," or "Check Out Our Thanksgiving Sale," your CTA should stand out visually and guide your audience toward taking action.

A button with a bold color that contrasts the rest of your email design is a great way to make it pop. Also, it helps to create a sense of urgency or exclusivity. For example, “Get 20% Off, Today Only!” or “Early Access to Black Friday Deals” can give people that extra push to click. Without a strong CTA, even the best email can fall flat.

Make it genuine and heartfelt

On the other side of the coin, instead of diving straight into promotions or deals, there's also the option to express genuine gratitude. A heartfelt message that thanks your customers for their support over the year can really set your email apart. It doesn’t have to be overly sentimental, but a simple "thank you" goes a long way.

Whether you share a personal story, talk about milestones your business hit because of their loyalty, or highlight how their support has made an impact, making that emotional connection can turn a basic email into something memorable.

Reward your most loyal customers

It's a good idea to reward the customers who’ve supported you throughout the year to show that you care about their loyalty. Create exclusive offers, early access to sales, or special VIP deals for these customers so they'll feel valued and appreciated.

For instance, you could send a personalized email that says:

Not only does this boost engagement, but it also helps foster a deeper connection with your most loyal customers. It shows them that they’re more than just a number to you, and you value their loyalty with exclusive perks.

Give back (and encourage your audience to pay it forward)

Thanksgiving is all about giving, so why not reflect that spirit in your email by showing how your brand gives back? Whether you’re donating a portion of your sales to a charity or supporting a cause your business is passionate about, sharing that with your audience can create a stronger emotional connection. Even better, encourage your customers to get involved too!

For example, your email could say:

This not only enhances your brand’s reputation but also makes your customers feel like they’re part of something bigger.

Encouraging them to pay it forward in their own way—whether it’s through your business or in their personal lives—can leave a lasting impression.

Arguably, the most important aspect of your Thanksgiving email is the subject line since it's the first thing anyone will see in their inbox. If it's not good, there's no reason to do any of what we've just talked about above. The goal is to balance warmth, creativity, and a clear call to action—all in just a few words. Here’s a guide on how to craft a Thanksgiving subject line that’ll make people want to click:

The rule of thumb for most subject lines is to keep them short and sweet. But around Thanksgiving when everyone is receiving hundreds of similar offer emails, consider the following five tips:

• Make it short
• Make it relevant
• Make it personal
• Make it curious
• Make it urgent

There are a few techniques to use and angles to consider when writing a Thanksgiving email subject line including showing gratitude, using emojis, making it urgent, and offering a discount. Let's look at each and expand on how to write subject lines that accomplish each.

Subject lines that show gratitude

Whether you’re thanking each recipient for their loyalty or simply acknowledging their support, showing gratitude builds trust and strengthens your relationship with your customers.

Using emojis in your subject lines 

Emojis can add a pop of personality to your subject lines and grab attention in crowded inboxes. Just be sure to use them sparingly and choose ones that match your message and the season. Think 🦃, 🍂, or 🎁 for Thanksgiving emails—festive, but not over the top.

Subject line ideas:

• 🍂 Grateful for You—Claim Your Thanksgiving Deal
• A Feast of Savings Awaits! 🦃
• 🍁 Thanks for Sticking With Us—Here’s 20% Off
• Feeling Grateful? We Are Too! 🎉

Writing subject lines with a sense of urgency

A little urgency can go a long way in driving clicks. Subject lines that emphasize limited-time offers or deals expiring soon create a sense of FOMO (fear of missing out), which pushes readers to act quickly. Just be careful not to overuse this tactic, or it could lose its impact.

Subject line ideas:

• Don’t Miss Out! Thanksgiving Sale Ends Soon
• Last Chance for Thanksgiving Savings!
• Just Five More Hours to Save Big This Thanksgiving
• Grab Your Thanksgiving Deal Before It's Gone

Offering a discount in your subject line

Nothing grabs attention like a good deal, especially during the holiday season. If you’re offering a discount, make it clear in your subject line. Be upfront about the value you’re providing, whether it’s a percentage off or a special holiday bonus. This helps set expectations and increases your chances of an open.

Subject line ideas:

• Enjoy 25% Off This Thanksgiving—Shop Now
• Thanksgiving Treat: Save 20% on Your Next Order
• Get 15% Off—Our Way of Saying Thanks
• Exclusive Thanksgiving Discount Included Inside

Stay authentic to your brand voice

No matter what technique you use to write your subject line, it's important to stay true to your existing brand voice.

Don’t try to be something you’re not just to fit into the holiday spirit. If your brand voice is quirky and fun, don’t suddenly switch to overly formal language. If you’re known for being casual and friendly, keep that tone consistent, even in a holiday message. The goal is to align your Thanksgiving message with the overall feel of your brand, so customers recognize your unique voice, even amidst the seasonal chaos.

Authenticity is key to building trust and keeping your audience engaged.

Marketing automation can be a lifesaver for businesses during the holiday season, helping you save time, reduce stress, and still deliver personalized, engaging content to your audience. Instead of scrambling to keep up with every campaign and customer interaction, automation lets you set things up in advance and run smoothly in the background.

Segment your audience to personalize each email

When you’re dealing with hundreds or even thousands of customers, trying to send each person a perfectly tailored email manually is impossible. By using email automation to segment your audience, you can group your customers based on things like their purchasing behavior, browsing history, or even how often they open your emails.

For example, you can create different email flows for your VIP customers, new subscribers, or shoppers who’ve abandoned their carts. VIPs might get an early bird deal, while new subscribers get a friendly welcome message paired with a smaller discount to encourage their first purchase. Segmentation makes sure your messaging feels relevant to each customer, which boosts engagement and conversions without any extra manual effort.

Sending the right message at the right time

Another powerful aspect of marketing automation is the ability to send emails at just the right time—automatically. You can set up workflows based on customer actions (or inaction) to ensure they’re getting the right message when they’re most likely to engage. For instance, you could create a series of emails that roll out based on a customer’s activity on your site. If someone adds items to their cart but doesn’t check out, an automated email can follow up with a gentle reminder—or even a discount to sweeten the deal.

This type of timed messaging takes the guesswork out of when to reach out to your customers. You don’t have to manually track every move they make—automation does it for you, so your team can focus on other tasks.

Using site tracking to identify purchase-ready customers

Site tracking lets you track what customers are doing on your website and identify the ones who are on the verge of making a purchase. Let’s say a customer has visited your Black Friday deals page multiple times or keeps coming back to the same product. Site tracking alerts you to this activity, and then you can set up an automated email that gives them the final push they need—like a "limited stock" message or a personalized offer.

By tracking these behaviors, you can send highly relevant follow-up emails at just the right moment. This helps nudge hesitant shoppers toward a purchase without being too pushy.

You're ready to write a great Thanksgiving email

With the tips and best practices from this article, you're ready to write a memorable, engaging Thanksgiving email. To save even more time as you plan your holiday campaigns, enlist the help of an automation platform like ActiveCampaign to target the right customers and build strong relationships.

Sign up for a free trial today.