Below are the seven sequences every small business should automate, write, or optimize before year-end especially if you want to increase referrals organically without feeling salesy.

1. The Gratitude Kickoff Email

Start your holiday marketing with appreciation not sales.

This email should:

✔ Thank clients for trusting your business

✔ Reflect on a milestone or success

✔ Reinforce the relationship

✔ Include a light emotional moment or story

This message is the first reminder that your brand is built on relationships, not transactions.

“If there’s anyone in your life who could benefit from the same level of care, feel free to pass our name along we’d be honored to help. “Building Trust Through Customer Appreciation."

2. The Holiday Gifting Announcement

If you’re sending gifts, this email builds anticipation and strengthens the connection before your gift even arrives.

Best practices:

• Keep it warm and personal.

• Mention your appreciation gift is on its way (if using BRF’s Automated Gifting Program).

• Include a behind-the-scenes photo or packaging video.

“With our automated appreciation system, we love sending thoughtful, high-quality holiday gifts on behalf of our clients stress-free.”

3. The Educational Value Email

This email teaches something useful without selling.

Examples by industry:

• Roofers: Winter roof maintenance checklist

• Real estate: “5 ways to protect your home during holiday travel”

• Contractors: Year-end home inspection reminders

Educational nurture emails position you as a trusted advisor.

“How Automated Gifting Boosts Referrals During the Holidays (Without Feeling Salesy).”

4. The Social Proof Sequence

This is where you highlight:

• testimonial spotlights

• review summaries

• mini case studies

Pair this with Scan-to-Review QR code Cards or the Raving Fans Reviews platform for easy review generation.

Why it matters:

Social proof increases conversions by up to 34%, and emails featuring testimonials see higher reply rates.

“If you had a great experience with us this year, we’d love to hear your feedback!”

5. The “Surprise & Delight” Email

This is a quick win that can be automated.

Examples:

🎁 Free resource

🎁 Digital holiday wallpaper

🎁 Invite to a giveaway

🎁 Free guide, checklist, or PDF

🎁 A personalized thank-you video

This email builds goodwill AND increases your end-of-year engagement score which improves January deliverability.

6. The Referral Reminder Email

This should never feel pushy or sales-focused.

Stick to gratitude + gentle invitation.

Example message:

“As we close out the year, we’re grateful for clients like you who trust and refer us. If someone you know needs help in the new year, we’d love to support them just as we supported you.”

For best results, tie this email to:

✔ A gifting program

✔ A thank-you offer

✔ A short impact story about helping someone who came from a referral

7. The New Year Reset Sequence

Your final sequence sets the tone for a strong new year.

This email should:

• Share your mission or vision for next year

• Provide helpful planning tips

• Reinforce why staying engaged with you benefits them

• Introduce long-term nurture plans if applicable

Businesses using Long-Term Nurture Email Campaigns retain more clients year-round and never lose touch. “Holiday Marketing vs. Holiday Gratitude: Which One Wins Loyalty?”

Bonus Tip: Add Automated Gifting to Amplify Your Email Results

When a physical gift lands at the same time your email arrives, your open rates and referral requests skyrocket. Pair your nurture sequence with:

✨ Automated Gifting & Appreciation Programs

✨ Scan-to-Review Cards

✨ Long-term Nurture Email Campaigns

✨ The Raving Fans Reviews Platform

This is how you transform “subscribers” into long-term Raving Fans.

If you want help creating these nurture sequences or sending holiday gifts automatically, Building Raving Fans can do all the heavy lifting.

🎁 Ready to finish the year strong with high-converting, relationship-building holiday nurture sequences?

Let Building Raving Fans create, automate, and deliver your holiday appreciation system from gifts to emails to reviews.

👉 Book a Free Strategy Call Today.