It’s the most wonderful time of the year, if you’re ready.

With the decline in foot traffic beginning to look like a long-term trend, boosting your holiday email program is now the single most important factor, behind an optimized customer experience, in guaranteeing your holiday season is the most wonderful time of your brand’s year.

Making this a reality for your brand and not a wish is no small feat.

While in-store purchases still make up 91% of all holiday sales, that number is in decline (Wall Street Journal). Rapidly eating into those in-store sales are online sales to increasingly agile and creative brands who recognize the importance of a well-honed holiday email campaign.

This makes crafting a successful holiday email campaign essential to making sure your brand is capturing the growing number of customers who require extra incentives to make the trip to the retail store or are forgoing the brick and mortar altogether and ordering online.

Reaching your customers and cutting through their inbox clutter to make sure your customers are ordering from you, and not your competitors (or Amazon) is becoming an increasingly difficult task.

Last year, Amazon amassed 42.7% of all online sales in November and December. An additional 24.9% of all online sales were claimed by just 10 online retailers (Wall Street Journal). Unless you’re Amazon or one of the other top 10 retailers, that leaves just 32.4% of the holiday pie for you and all the other brands to try and claim.

So where to start? Luckily, we’ve got you covered. We’ve compiled a month-by-month to do list for you, no matter where you are in your planning or execution process, make this year’s holiday season a wonderful and profitable one.