You might not be decking your halls yet, but when it comes to your marketing plans, those sugarplums better start dancing. The holiday season is just a few months away, and it’s time to start planning your marketing strategy (if you haven’t already).

Email marketing can be particularly effective during the busy holiday season when people are watching their inboxes for special sales and promotions, and can be easily integrated with a direct mail plan. Here’s where to start.

Update your mailing lists. Even if you’re using the best email marketing software, you still need a good list in order to get results and avoid being accused of spamming. Use this time now to collect and update your customers’ email and physical addresses.

Focus on one key message. One of the most common mistakes is planning a holiday campaign with too many messages. People have a short attention span when they’re busy. Plan now for the one main message you want to convey or the particular call to action you’d like to include. Create all your assets based on that message.

Give your emails a hook. Shoppers love to think they’re getting a bargain—tap into that desire by offering your customers a special deal. This can include free shipping, a bonus product or a coupon. Even the smallest incentive can go a long way in attracting more business.

Don’t think of email marketing as a last-minute channel to bolster sales. Make it an effective part of your holiday marketing plan, and most importantly, be sure you have updated lists so your message will end up in the right place.