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7 memorable marketing emails celebrating Chinese New Year

January 26th 2021

Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

7 memorable marketing emails celebrating Chinese New Year - featured image

Chinese New Year is celebrated by more than 20% of the world’s population and it’s the most important holiday in China. Add some interest to your marketing emails and bring the festivities to your subscribers’ inboxes with a Chinese New Year-inspired email.

Here are some of our favorite Chinese New year email campaign examples, plus some additional tips to make holiday emails stand out.

Themed products

One of the best ways for brands to get involved in cultural moments and calendar events is tying their products into the occasion. Even if your brand doesn’t offer explicitly Chinese New Year-related products, try opting for a traditional red color theme in your email campaign to put your recipients in the mood for the Chinese New Year celebration.

1.  Paul Smith

Paul Smith welcomed in the Chinese Zodiac Year of the Pig by promoting pig-themed products. Choosing red wallets is a nice touch, as money is traditionally gifted in a red envelopes at Chinese New Year.

Including information about the company’s delivery and returns policy in this Chinese New Year email is a good way to reassure customers that they are going to have a convenient shopping experience.

Paul Smith Chinese New Year marketing email

Source: Paul Smith email

2. Baker Ross

Baker Ross celebrated the year of the zodiac animal rat by sharing an abundance of rat-related craft ideas in their Chinese New Year email campaign. Email newsletters are the perfect place to share tips to help customers make the most out of the festivities, and customers who have extra free time to fill and families to entertain will appreciate the useful content. Plus, this softer approach is a great way to build your brand reputation and foster customer loyalty in the process.

Baker Ross Chinese New Year marketing email

Source: Baker Ross email

3. Mungo & Maud

Showing images of products in situ increases engagement by helping shoppers imagine how they will feel when they own the product. Around special occasions, you can give your email campaigns an extra boost by incorporating the theme of the occasion into product images. Mungo & Maud has done this to great effect in their Chinese New Year email by including some adorable pigs in its stylish product photos.

Marketers can also incorporate real-time social media feeds to inspire shoppers with photos of the product being used in real life, celebrating new beginnings.

Mungo & Maud Chinese New Year marketing email

Source: Mungo & Maud

4. Cath Kidston

Red and gold are popular colors to celebrate the Chinese New Year, as they symbolize prosperity in Chinese culture. This striking Chinese New Year email from Cath Kidston catches recipients’ attention with an image that draws on traditional colors while remaining on-brand. Customers have the option to dive into the themed selection, or head to the brand’s latest products instead.

Cath Kidston Chinese New Year marketing email

Source: Cath Kidston email

5. Michael Kors

Michael Kors has also adopted a red color scheme and relevant products have been selected to match the theme of the New Year celebrations.

Michael Kors Chinese New Year marketing email

Source: Michael Kors email

Special offers

Special offers are a great way to impart good fortune to your customers over the New Year – especially as almost three quarters of consumers expect to receive offers and savings when they sign up to emails.

6. Crabtree & Evelyn

Crabtree & Evelyn ticks this box with a ‘buy one get one half price’ festive offer. They also highlight the most relevant products for the New Year, helping to build their brand authority in the process.

Crabree & Evelyn Chinese New Year marketing email

Source: Crabtree & Evelyn email

7. Fast Growing Trees

Similarly, Fast Growing Trees help their customers celebrate the New Year with a discount on their mandarin orange tree, a product that ties in nicely with the Chinese tradition of giving mandarin fruits as a token of good luck, prosperity and longevity.

Fast Growing Trees also includes product recommendations, a tactic proven to generate results. One eCommerce brand​​​​​​​ boosted their sales by 24% by including personalized product recommendations in their email newsletters.

Star ratings are a smart addition too – more than one in three consumers said they want to see ratings for products featured in marketing emails.

Fast Growing Trees Chinese New Year marketing email

Source: Fast Growing Trees email

Retailers can increase urgency around seasonal promotions by displaying​​​​​​​ dynamic countdown timers in emails to ensure that shoppers don’t miss out on limited duration deals.

Download your copy of Five Easy Ways to Make Your Emails Perform Better for more ways to delight your customers this Chinese New Year.


This blog post is for informational purposes only. Fresh Relevance is not claiming to provide its services to the companies and brand owners referred to in the blog post.

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Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

As Senior Content Marketing Manager at Fresh Relevance, Camilla leads the global content strategy and manages, writes and edits user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.