New Year email calendar.
New Year emails work best as a fresh start message sent on or just after 1 January, built around goals, routines and restocking rather than a heavy discount. Plan the send in December, keep it short, and give people a reason to come back in the first two weeks of the year.
Key dates
- 2026: Thursday 1 January
- 2027: Friday 1 January
Last reviewed 12 October 2026. Dates are calculated from the rule for the day, so they stay correct each year.
Why it matters.
Inboxes are full of year end sales by 1 January, so the brands that stand out are the ones that sound calm and useful. People are thinking about habits, tidying, learning and spending less, and your products either fit that story or they do not. Pick one honest angle and commit to it.
It is also the natural moment to reset your own list. Anyone who ignored every December email is a candidate for the sunset flow, which protects your sender reputation going into the new year.
Send plan.
1. 14 days before
Choose the one angle: goals, restock, new range or a thank you. Draft the email and a plain text version.
2. 7 days before
Build the segments and check that holiday suppressions from December have been lifted.
3. 1 January, late morning
Send the main message to engaged subscribers only, not the whole list.
4. 3 days after
Send a follow up to openers who did not click, with a single product recommendation.
5. 10 days after
Review replies and unsubscribes, then decide who enters the sunset flow.
Before you send.
- Lift any December sending suppressions and holiday banners from the templates.
- Check that expired December codes now show a clear message instead of an error.
- Confirm the unsubscribe link and sender address are correct after the break.
- Send yourself a test on mobile and in dark mode before scheduling.
- Note which subscribers have not opened since September for the sunset flow.
Segments to use.
- Customers who bought in December, who get a thank you and care guidance instead of a sales push
- Subscribers who opened at least one email in the last 90 days, the safest group for a first send of the year
- Anyone with a gift card or loyalty balance still unused
Subject line ideas.
- A calmer start to the year
- What we are doing differently in the new year
- Your first order of the year, sorted
- Small habits, better gear
More in the newsletter subject line library.
Common mistakes.
- Sending to the full list on 1 January, including people who have not opened since the autumn
- Copying a resolution theme that does not match what the products actually do
- Leaving December countdown banners or expired codes in the template
This is a planning structure, not a promise of results. Your offer, stock, list and shipping options decide what is right, so test and adjust.
Want this planned and built for you? See our klaviyo email marketing service or book a free audit.
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