Gift shoppers don’t want your whole catalog. They want an answer to one question: “What should I buy for them?”
A gift guide email answers it. Done well, it makes shopping easier and gets customers to your product pages faster. Here’s how to write one.
Start With the Shopper, Not the Product
Group products by recipient or budget, not by your internal categories. Pick the structure that fits your catalog:
- By person: For Her, For Him, For Kids, For the Host
- By budget: Under $25, Under $50, Splurge
- By interest: For the Cook, For the Traveler, For the Homebody
Template 1: The Classic Gift Guide
Subject: The [Brand] gift guide is here
Preheader: Find the right gift by budget or by person.
Hi [First name],
Gift shopping shouldn’t feel like guesswork. We picked our favorites for every person on your list.
[Section 1: For [person], 2 to 3 products with one-line benefit each]
[Section 2: For [person], 2 to 3 products]
[CTA: Shop the full gift guide]
Template 2: The Budget Guide
Subject: Great gifts under [$ amount]
Thoughtful doesn’t have to mean expensive.
Here are [number] gifts under [$ amount] that people actually use: [product, benefit]; [product, benefit]; [product, benefit].
[CTA: See all gifts under [$ amount]]
Template 3: The Last-Minute Gift Email
Subject: Still need a gift? Order by [date]
Running short on time? Order by [date] for delivery by [holiday]. [Or: Digital gift cards arrive instantly.]
[CTA: Shop gifts that arrive in time]
Only promise delivery dates your shipping team can keep. Check carrier cutoffs before you send.
Copy Tips for Gift Emails
- Lead with the benefit to the receiver. “Keeps coffee hot for hours” beats “Insulated stainless steel.” My guide to benefit-driven email copywriting explains the method.
- Keep descriptions short. One line per product. Let the click do the rest.
- Use clear CTAs. See how to write an irresistible CTA.
- Personalize where you can. Past purchase data can shape which sections you show first. More in email personalization tactics.
Pre-Send Checklist
- Are products in stock and prices current?
- Do shipping and return deadlines match your store policies?
- Is each product block clickable on mobile?
- Does the subject line promise what the email delivers?
Final Word
Make gift shopping easy. Group by shopper need, write for the receiver, and be honest about deadlines. For the bigger seasonal picture, read my holiday email copywriting tips.