12 Days Campaigns, Cont. - Days 10-12

Megan Ouellet

Today I’ll finish up my post on MCM Electronic’s 12 Days of Savings email campaign. And I’ll provide 12 best practices you should follow when developing your own 12 Days campaign this year.

Days 1-3

Days 4-6

Days 7-9

The tenth message of the series was sent Dec. 13:

The eleventh message was sent Dec. 14:

And the twelfth message was sent Dec. 17, Free Shipping Day:

12 best practices for your 12 Days campaigns:

  • Build a cohesive, unified, consistent series by using the same template and including common images, messages, headers, and footers
  • Set expectations by clearly stating what day the message is on so recipients recognize the email as part of the series and know how many more messages they’ll receive
  • Include an opt-out option that lets subscribers unsubscribe from the series without opting-out of the list altogether
  • Promote one product per day, or one category of products per day - don’t push everything all at once
  • Offer a link for customers to view all of the emails in the campaign
  • If offering a deal each day, be sure the deal remains valid for the duration of the campaign
  • Get the timing right - Cyber Tuesday through Free Shipping Day is an ideal time frame, but you can really stand out from the Christmas crowd by sending the campaign earlier
  • Don’t start the campaign too late - be sure the campaign runs during the peak online shopping days to maximize returns
  • Be sure the campaign works with the timing, messaging, and overall theme of your other holiday emails
  • Use a responsive design email template as more than half of the recipients will view the email on a mobile device
  • Include “Day X of 12” in the subject line
  • Closely monitor the open and conversion rates of the messages to ensure you deploy future messages at the right time 

Let us know if you have any questions or need help developing your 12 Days campaign! It’s a great strategy and it can really help you make your holiday goals.

12 Days Campaigns, Cont. - Days 7-9

Megan Ouellet

Continuing the discussion on MCM Electronic’s 12 Days of Savings Campaigns, today’s post looks at messages seven, eight, and nine.

If you’re thinking about implementing a campaign like this, you should be thinking about it now as it takes a lot of thought and consideration to pick the right products and to get the timing right. And, while you might think that the default time to send this campaign is Cyber Tuesday through Free Shipping Day (Dec. 3-18, which excludes weekends), you can get creative and send it early if you want to. Delight.com sent its 12 Days of Christmas campaign in September offering deals on early Christmas gifts!

The key is to be creative and engaging. 

The seventh message in MCM’s campaign was sent on Dec. 10. Remember, MCM skipped the weekends and only sent the emails on weekdays.


The eighth message was sent on Dec. 11:


And the ninth message was sent on Dec. 12:


I really like the prominent graphic letting recipients know what day of the campaign is on, and the fact that it links to a landing page that shows all of the previous messages. It’s a great way to tie the campaign together.

Questions? Let us know!  Tomorrow I’ll wrap up this post with the last three messages.

12 Days Campaigns, Cont. - Days 4-6

Megan Ouellet

I started a post yesterday regarding MCM Electronics’ 12 Days of Savings email campaign it sent out last year. The first post discussed messages one, two and three. And today we look at messages four, five and six.

The forth message was sent the day after the third message, Wednesday, Dec. 5

The fifth message was sent Thursday, Dec. 6

And the sixth message was sent Friday, Dec. 7

As you can see, MCM Electronic offers different products each day, but also promotes its interactive flyer and holiday gift guide in every message. And the really interesting aspect of this campaign is that it sent the messages every day during the week, but it skipped weekends. 

Knowing when customers open and respond to messages is key to holiday success, and it’s something to keep in mind as you plan your campaigns.

Questions? Contact our experts

12 Days Campaigns

Megan Ouellet

One of my favorite holiday email strategies is the “12 Days” campaign, and this week I’m going to show you the campaign that MCM Electronics sent last year. 

The campaign was called the 12 Days of Savings and it was sent every week day beginning Friday, Nov. 30.

The first email was sent the week after Black Friday:

The second email was sent the following Monday, Dec. 3:

The third email was sent the following day, Tuesday, Dec. 4:

The great thing about this 12 Days of Savings campaign is that each day features different types of products, yet each email links to the interactive flyer and holiday gift guide. It was a great way to promote different products in a unified campaign that kept customers engaged day after day.

Tomorrow’s post will feature emails 4-6. Stay tuned!