Let the countdown begin. Use these strategies to spark success in 2025 (and beyond).

After the holiday shopping rush winds down, consumers shift their focus from buying gifts to preparing for the New Year. They're looking to refresh their wardrobes, stock up on essentials, and create new routines and habits. 

Whether you need to clear your inventory to make room for new merchandise or want to keep your sales going strong between December and January, tap into this change of mindset by creating campaigns that help your customers get everything they need for the new year. 

If you gained new email and SMS subscribers during BFCM, now is the perfect time to focus on nurturing these relationships and building long-term loyalty.

From end-of-year promotions to resolution support, here are 11 New Year’s marketing ideas that will help you set the stage for a successful 2025.

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1. Celebrate the last year

Clove sent a colorful, eye-catching email from the founder expressing gratitude for their customers, wishing them a happy new year, and reminding them of their favorite features or benefits of Clove shoes. But the love for Clove didn’t come from the brand itself—it came from like-minded customers. This email feels entirely focused on what the customers love about Clove, with a personal and fun conversational tone.

Sending a year in review email is a powerful way to re-engage your audience and foster a stronger connection. By highlighting key achievements, popular content, customer reviews, and notable milestones from the past year, you can remind subscribers of the value you’ve provided while subtly showcasing your brand's successes. This type of email also offers a chance to reflect on shared experiences, creating a sense of community and building customer loyalty. In addition, it's generating anticipation and enthusiasm for the year ahead.

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2. Wish customers a happy New Year

Bkr, the glass water bottle company, sent customers a celebratory (and non-salesy) email wishing them a happy New Year. While the focus of the message was on celebrating a new start, there was a CTA button in that allowed subscribers to shop so they could start the new year with a new bkr bottle by their side.  

This thoughtful and effective way to connect with your audience on a personal level shows customers that they are valued and appreciated, which helps strengthen brand loyalty. By keeping the message genuine and heartfelt, you can foster a sense of goodwill and create a memorable touchpoint with your customers.

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3. Support subscribers with their resolutions 

ELEMIS tapped into the theme of setting New Year’s resolutions by offering to help customers with their skincare routines by offering customers a free travel-sized cleanser with the purchase of a full-sized cleanser. It was an excellent move, as many people also set resolutions to travel more this time of year. ELEMIS made sure their skin would look great whether at home or halfway around the world.

Incorporating messaging about helping customers with New Year's resolutions into your campaigns demonstrates your brand's commitment to supporting them. By providing resources, tips, or products that align with common resolutions like healthier living, personal growth, or travel, you can position your brand as a valuable partner in your customers' journey towards self-improvement and build brand loyalty.

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4. Give customers one last chance

JAXXON sent a last-call email for their New Year’s sale letting customers know it was the last chance to shop and save big. They reiterated that their best-selling styles were up to 50% off, and stayed away from distracting elements to make it easy for customers to click the Shop Now button. 

Using last-chance messaging in New Year's marketing campaigns will create a sense of urgency. By emphasizing time is running out to secure special year-end discounts, limited-edition products, or exclusive services, you can tap into customers' FOMO and drive quicker decision-making.

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5. Offer customers something new

Jack Rogers sent customers new clothes to help them change their outfits for the new year. They focused on suggestions that the customer would like based on what they had bought before.

We love the banner at the bottom of this email that offers 15% off when email subscribers join Jack Rogers’ SMS program, as engaging customers on both SMS and email doubles their likelihood of making a purchase.

Celebrating customer success: By switching to Attentive Email, Jack Rogers increased their total email program ROI by 35%. Learn how they saved time, improved conversion rates, and drove more revenue by consolidating their marketing with Attentive in our case study.

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6. Engage and educate via SMS

Supergoop! wanted to set customers up for success by helping them build healthy habits they could maintain throughout the new year—complete with weekly tips sent straight to their phones. This campaign wasn’t about selling products, but showing customers that Supergoop! cared about them and their community. 

Interactive SMS content offers a direct, immediate, and personalized way to connect with audiences, fostering a sense of loyalty. This engaging and interactive approach benefits both subscribers and marketing teams alike. The brand can create dynamic conversations that capture customers' attention and provide valuable insights into their preferences and behaviors.

We recently asked some of our customers how they build meaningful connections with their customers. Kim Nguyen, Senior Director, DTC & CRM at Supergoop! shared that it’s about those unique one-to-one moments, and asking customers to opt in to frequent touch points by receiving tips is a great way to create those moments.

Think about all your true one-to-one touch points within your SMS strategy, those key moments of relevance that feel more personal andone to one.
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- Kim Nguyen, Senior Director, DTC & CRM at Supergoop!

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7. Invite subscribers to an event

Cozy Earth texted subscribers to invite them to a livestream event where they’d be introducing a new towel collection, creating a sense of excitement and exclusivity in real time. It was a whole different experience compared to sending subscribers to a landing page to shop the collection because they could interact directly with Cozy Earth, asking questions and learning more about the new collection in an immersive way.

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8. Raise the bar for New Year’s Eve parties

ONEHOPE helped customers get the most out of their wine delivery by sharing some fun, NYE-inspired cocktail recipes—a great way to share valuable content and build trust. By sharing quick tips, how-to guides, or exclusive insights related to products or services, you can position your brand as a helpful and knowledgeable resource.

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9. Upgrade for the new year without upcharging

Happiest Baby texted subscribers to let them know about the incredible offer available, including free accessories. This way, they could save money in the new year and ensure their children get quality sleep—a gift in itself. 

This messaging works with the theme of this upcoming year being better than the last, and that can mean upgrading products and services. By highlighting the affordability of SNOO and gifts valued at $200, customers can feel good about upgrading without going over their budget.

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10. Become timeless

BEIS put a spin on "New year, new you” messaging by welcoming the new year with timeless travel accessories. Instead of relying on special offers or discounts, BEIS emphasizes that their products stand the test of time and are worth the full price. This approach reinforces the brand's quality and value, highlighting its reliability and functionality.

Focusing on the timeless aspect, marketing messages remain relevant and inspiring long after the New Year's celebrations have ended.

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11. Celebrate and reward VIPs

Banana Republic reached out to card members with an exclusive 20% off to start the year with something new—but only for a limited time. This strategy can increase customer retention, boost sales, encourage repeat purchases, and enhance the overall customer experience.

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Thinking beyond New Year’s campaigns? Check out our 2025 marketing campaigns calendar to get a head start on your campaign planning, or check out our Texts We Love SMS gallery for even more inspiration.