Email Marketing Tips for Promoting Gift Cards

Gift cards aren’t just a last-minute holiday purchase—they’re a powerful revenue tool when marketed right. Email remains one of the most effective channels for selling gift cards, whether you're running seasonal promotions or targeting loyal customers.

Here’s how to use email marketing to boost gift card sales with smart, simple strategies that fit into your existing marketing flows.

1. Promote Gift Cards Year-Round, Not Just During Holidays

Most brands ramp up gift card promotions during December—and then forget about them the rest of the year. That’s a missed opportunity.

Instead, try this:

• Add a “Gift Card Available” banner in every monthly newsletter.
  
  
• Include gift cards as part of birthday or anniversary automation.
  
  
• Feature gift cards in campaigns leading up to Mother’s Day, graduation season, or even back-to-school shopping.

Want to understand how gift cards actually impact your business? Track gift card sales in Google Analytics to get real data on what works.

2. Add a Gift Card CTA to Your Best-Performing Campaigns

Check your email analytics. Which campaigns consistently get high open and click-through rates? Add a gift card call-to-action (CTA) to those emails.

Example:

“Looking for a last-minute gift? Grab a gift card—it only takes 30 seconds.”

Subtle integrations like this keep gift cards visible without needing a full campaign.

3. Segment for Smarter Targeting

Not everyone needs to see your gift card emails. But for some segments, it’s the perfect nudge.

Try sending dedicated gift card emails to:

• Past purchasers who haven’t bought in 60+ days.
  
  
• Last-minute holiday shoppers (based on behavior or timing).
  
  
• Subscribers who never completed a checkout (abandoned cart flows).
  
  

You can also test different messages for:

• Givers (“Buy a gift card for someone special”)
  
  
• Receivers (“Hint: Send this to someone who owes you a gift…”)
  
  

4. Use Time-Based Urgency the Right Way

Urgency works best when it’s honest. Instead of fake “limited time” offers, tie your gift card promos to real deadlines:

• Shipping cutoffs for physical cards
  
  
• Holiday countdowns
  
  
• Flash offers: “$5 bonus when you buy $50 in gift cards today only”
  
  

Pro tip:
Track redemption rates after promotions. You may find bonus-loaded gift cards don’t always get redeemed—which could boost margin.

5. Always Include Redemption Info

Make it easy for the buyer and the recipient:

• Add a short blurb on how to redeem the gift card (especially if it's digital).
  
  
• Include store links, expiration info (if applicable), and support contact.
  
  

It builds trust and removes friction—which helps turn one-time buyers into repeat customers.

Bonus: Test a “Gift Card Reminder” Flow

If someone buys a gift card, add them to a drip campaign:

• Email 1: Confirmation and “how to use” tips
  
  
• Email 2 (2 weeks later): Reminder to follow up with the recipient
  
  
• Email 3 (1–2 months later): “Hope they loved it—here’s something for you”
  
  

This turns one gift card sale into a deeper customer relationship.

Wrap-Up: Email Can Do the Heavy Lifting

Done right, email marketing can keep your gift cards visible, timely, and easy to buy—without overwhelming your subscribers. Combine seasonal pushes with evergreen placements, segment wisely, and make the redemption process smooth.

If you’re already tracking performance in GA4, you’ll have a clear picture of what works best—and where to optimize next.

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