When do you buy your Christmas gifts? Are you the early bird, ticking everything off your list before December hits? Or maybe you’re a last-minute gifter, grabbing presents in the final days?
No matter your style, one thing is certain: a lot of people are still shopping in December. And here’s the kicker—if you’re a course creator, your course could be the perfect gift they’re looking for.
Today, we’re diving into an email from MasterClass that checks all the right boxes for a Christmas promotion.
Whether you’re a course creator planning your holiday campaign or just curious about what works, this teardown will show you a good example of a Christmas sales email. From the wording to the design, the urgency to the offer, we’ll break it all down so you can apply these insights to your own holiday promotions.
Table of contents
But first, a Christmas Sale 101 Lesson Course Creators:
1. Highlight Last-Minute Convenience
- Use subject lines that appeal to procrastinators, such as “Still need a gift? We’ve got you covered.”
- Emphasize the ease of gifting digital products like courses.
2. Bundle Offers Work
- Consider “Buy One, Gift One Free” promotions or discounted bundles.
- Example: “Enroll in any course and gift a free one to a friend!”
3. Leverage Transformation Language
- Appeal to New Year’s resolutions by focusing on growth and transformation.
- Example: “Start 2024 with the skills you’ve always wanted.”
4. Add Urgency and Scarcity
- Use deadlines like “Offer ends tonight!” to push buyers to act quickly.
5. Incorporate Festive Design and Personalization
- Add Christmas-themed visuals, holiday greetings, and personalized messaging to stand out in crowded inboxes.
OK, now you have an overview.
Now, let’s dive into the teardown.
This is a Masterclass email I received a few years ago:
1. Clear Targeting of Last-Minute Shoppers
The subject line, ‘Need the perfect last-minute gift?’, immediately addresses a common holiday dilemma, creating urgency and relevance. This approach taps into the recipient’s mindset, increasing the likelihood of opening the email.
2. Urgency and Scarcity
Urgency is critical during Christmas promotions because of the time-sensitive nature of the holiday.
Phrases like “ends tonight” and “limited-time offer” create a sense of urgency, encouraging immediate action.
3. Compelling Offer: Buy One, Gift One Free
The “2-for-1 Christmas Day offer” appeals to both self-purchasers and gift-givers, maximizing the target audience.
This type of offer works well for course creators because it provides additional value and encourages gifting.
4. Emphasis on Transformation
The line “unwrap your most transformative year yet” taps into the emotional motivation of self-improvement and New Year’s resolutions.
This aligns perfectly with the mindset of buyers during the Christmas-to-New-Year period.
5. Social Proof
References to “global CEOs, top-billed actors, world-famous chefs, and record-setting athletes” build credibility and aspirational appeal.
Course creators can replicate this by highlighting testimonials or notable endorsements.
6. Simplified Navigation and Clear CTA
A prominent “Save Now” button and simple, action-oriented language streamline the user journey.
The CTA could inspire course creators to simplify their email design and focus on actionable steps.
7. Festive Subtlety
While it doesn’t go overboard with Christmas visuals, the mention of “unwrap” and “gift” ties the design to the holiday theme.
For course creators, a light touch of festive design can create seasonal relevance without feeling tacky.
This MasterClass email does a great job of keeping things simple and clear—it’s easy to read, has a strong offer, and focuses on urgency. And if you’re a course creator, you’ve got something to learn from this email.
Just remember this:
What does your audience want? Are they looking for the perfect gift? Or maybe a way to kick off their New Year’s goals? Talk to them directly and show how your course is exactly what they this Christmas.
Want to learn email copywriting?
Start by analyzing what others are doing. My Email Teardown series showcases some of the best (and sometimes worst) examples of sales emails that have hit my inbox. Here’s the link to the playlist. I publish new email reviews every week.
Are you a course creator?
Email marketing is one of those channels you should be developing early on in your business. Here are The 9 Email Automations Every Course Creator Needs to make bank, enroll students, and nurture audiences.
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Hi! I’m Monica. I help course creators enroll, engage, and educate audiences through customer-centric email copywriting. I’ve been privileged to partner with course creators from all over the world. And I’ve seen this customer-centric approach to email marketing work every time.
The best part? It’s not about the sale.
Email marketing is a fantastic channel because it builds trust, delivers value, and positions the brand as a partner. Read more on my blog or listen to Master The Inbox, the podcast where I share all my conversion secrets.