If you could think of the perfect email all season to send that would a) spark ideas and b) not require a promo code well, gift guides are the answer. First, what are they? As the name suggests, gift guides help recipients find gifts easily. They spark ideas - which is one of the biggest opportunities email can offer. No. Discount. Necessary. I provide 5 of my favorite gift guides to use - and when - in this episode. If you're not leveraging the power of gift guides this holiday season, you are missing out.