Halloween is just a couple weeks away. It’s a big time for brands. According to the National Retail Federation, Halloween spending hit $9.1 billion in 2017. The average adult spends about $82 for Halloween. So it’s important to get your Halloween promotion emails in order if you want a piece of that pie.Two reasons you should send Halloween marketing emails: Halloween spending hit $9.1 billion in 2017. The average adult spends about $82 for Halloween. Click To Tweet
To help your campaigns, we’ve compiled a list of some of our favorite Halloween eCommerce emails. Use these as inspiration for your campaigns.
(Ready to create your own campaign? Skip to the end of the article for a list of 10 must-follow tips for designing a winning Halloween promotional email campaign.)
1. Nasty Gal
Nasty Gal is sort of an alternative clothing line, so it makes sense that their Halloween email would be a little… different. They use a nice GIF effect here that grabs your attention without being annoying. This email is also strikingly simple. 14 words and a single, obvious call-to-action.
It’s obvious that Williams-Sonoma takes email marketing and its Halloween promotion emails seriously. Look at all that custom photography! High production value is important if you’re an upscale brand like this. We also like that it sneaks in two big benefits right on top: Free shipping and extra loyalty points.
This email is a bold play by ModCloth because it doesn’t really show anything. It is relying on familiarity with the brand to drive curious subscribers to click.
We like the call to action language, too. “HQ” makes us think there’s something big on the other side of that link. Something more than a simple category of products.
ModCloth also smartly reminds recipients of two big benefits of buying from their shop (free shipping and easy returns) right on top.
We like this email because it’s a softer sell than most eCommerce messages. Notice how the primary element of the email isn’t a product or sale. It’s free content. It feels more valuable because it is giving something away, rather than asking you to make a purchase.
Plus, the content is super relevant. Clinique’s audience is presumably made up of mostly women, many of whom will want a special makeup look for Halloween parties. The brand is smart to include the makeup products discussed in the video, turning their free content into smart marketing.
We like this email because it’s colorful and unique. The colors aren’t quite Halloween, but that’s okay because you don’t want to send the same orange and blacks that everyone else will. There’s still an obvious Halloween feel to this email.
Since GraphicMama’s customers are people who use vectors in their designs, they need to make their purchases especially early to have everything ready by Halloween, so time is important. This email uses scarcity well with “just about a month away” and “the clock is ticking.”
We do have one criticism, though: the headline could be better optimized. “Catchin’ the Halloween vector fever?” is cute, but it doesn’t transfer much meaning or any benefits to the buyer. It would be better to talk about what the buyer can get from shopping at Vector Mama—for example, a big selection, a great deal, or exclusive content.
6. Crate & Barrel
Aside from the high-quality photography (which is excellent, of course), this email is great because its main image doesn’t feel like it’s trying to sell you anything, but the little callouts with the product names and prices let you know that this stuff is totally for sale. It’s more unique than, say, the typical grid of product photos (though they have that below, too, for any traditionalists out there).
7. J. Crew
This is a pretty basic eCommerce email, but the GIF effect is spectacular. The dramatic change to the Halloween theme is eye catching. “Ends tonight!” is also a good use of urgency.
8. Kendra Scott
We like this email because it adds a bit of gamification to a Halloween sale. The brand isn’t hosting a broad, site-wide sale. Instead, its only discounted select items, but shoppers have to explore the site to find them. If you’re a fan of the brand, this could be a lot of fun.
Also, it’s nice to see a brand subvert the typical Halloween colors, but still create a Halloween vibe. Kendra Scott is a subtle brand, so this is appropriate.
Bonobos doesn’t have any Halloween-themed products, but it still found a fun way to get in on the holiday. This email was part of a four-email campaign that counted down to the end of the sale.
Here they called it “The looks for every day besides Halloween sale.” In subsequent emails, they called it “The attire for the day after Halloween sale,” “The perfect for every occasion except Halloween sale,” and “The clothes that work any day besides Halloween sale.” That sort of clever, tongue-in-cheek copywriting is a hallmark of their brand.
10. Grandin Road
This is a fairly basic Halloween email, but the brand is smart to leverage urgency with “FINAL DAY” in the email’s headline. It also uses some clever language with “$25 in your cart,” which is a unique way to say you get $25 off.
We have one criticism with this email, however. The Halloween image of the bats and the sun is nice, but it doesn’t have any real connection to their brand or products. The only way to know who sent this email is if you recognized the logo. It would do better if the image included some of their products.
11. J. Crew (Again)
The copywriting is on point in this email. Anyone who’s gone trick-or-treating knows the excitement of getting a full-sized candy bar. It’s smart of J. Crew to pair that excitement with its Halloween flash sale. (Though, perhaps an image of candy would have been a better choice?)
The footer invites recipients to visit their physical store, which is a nice touch, too. That way the email pulls double duty: it informs readers about an online sale, while simultaneously reminding them that the brand has offline stores, as well.
12. New Look
We like this email because it’s mysterious. Not only does it tell you there’s a surprise behind the door, it gives you two calls-to-action that are intentionally vague. Calls-to-action should usually be clear and action-oriented, but in this case, the goal is to keep the subscriber in the dark, so it works. How could you not click?
As with previous emails on this list, New Look does a good job to remind recipients of benefits like free shipping and Sunday delivery in the header of the email.
13. Land’s End
This email caught our eye because of the discount. Discounts are typically round numbers. Obviously, 31 percent refers to October 31st, so it’s not entirely random, but it’s just so different from other brands that it’s hard to forget.
Also, it’s hard to notice at first, but the moon and ghost in the image are made from folded Land’s End products. Clever!
14. Pottery Barn
This email is a good reminder that you don’t always have to go with a horror or scary theme for Halloween. Sometimes that’s not right for your audience. In the case of Pottery Barn Kids, it makes more sense to highlight the kids and family aspect of the brand.
We also like the urgency at the end: “While supplies last! Save 20-40% on our highly detailed, imaginative Halloween costumes before they’re gone.”
15. Fortnum & Mason
A lot of the emails on our list offer a discount, but that’s not always necessary. Sometimes you can get put your brand at the front of your customers’ minds by simply showing them a curated selection of products that fit a Halloween theme.
Fortnum & Mason does that well. They don’t give anything anyway. The just say, “Hey, we have some cool Halloween products for your party.” Often that’s enough to drive sales.
10 quick tips to design a captivating Halloween email campaign
Getting into the spirit of Halloween can be lucrative, even if your brand doesn’t have much to do with the holiday. Ready to create a Halloween email promotion campaign for your store? Here are some quick tips to make your Halloween emails stand out.
1. Get creative with your subject lines, but don’t be cliche
It’s okay to throw a pun into your subject line, but stay away from the obvious ones, like “spook-tacular” and variations of “boo.” Everyone will do stuff like that, so you won’t stand out.
2. Deviate from your usual template
Halloween is the time of year to be creative, more so than any other. Try new colors, fonts, and layouts. Even if yours is a subdued, low-key brand, your subscribers will forgive a little expression.
3. Experiment with animated GIFs
If you don’t normally use GIFs in your emails, Halloween is the perfect time to try. It’s a holiday that encourages just the right amount of silly so that GIFs aren’t thought of as distracting or annoying. Plus, emails with GIFs are hard to forget. But watch those file sizes!
4. Use Halloween-themed backgrounds
The background of an email is the perfect place to add a Halloween theme without distracting from the content of the message.
5. Drop in some emojis, but not too many
If there’s any holiday that suits emojis, it’s Halloween. Add them (sparingly) to your subject line and body copy for a little fun. There are thousands to choose from at this point. But remember, don’t replace words with emojis, or some recipients that have images turned off by default won’t know what you’re talking about. (BONUS: How to write an eCommerce email subject line subscribers can’t help but click)
6. Design Halloween-themed product packages
If you have any Halloween-themed products, consider lumping them together in a package or deal. For instance, you might package a pair of jeans, black jacket, and cat ears together as a casual Halloween look.
7. Choose a unique display font
You may normally stick to easy-to-read typefaces for your headlines, but Halloween is the time to get a little weird. Opt for a stylistic headline font that creates a Halloween feel. Stick to simpler fonts for body copy. But make sure everything is readable.
8. Consider focusing on the family aspect of Halloween
Even though it’s a spooky, scary, and slightly dark holiday, a lot of people don’t celebrate it that way, especially families. Your audience may prefer a lighter, more colorful approach to Halloween than zombies, goblins, and vampires.
9. Take new product photos
If you aren’t a Halloween brand (and most aren’t), set some of your products in a simple Halloween theme, like over some black paper with a few plastic spiders. Custom photos can increase the perceived value of your Halloween campaign, and it’s a must for high-end or luxury goods brands.
10. Send your Halloween emails yearly
Ideally, you should send Halloween content at the beginning of October, especially if you sell things people need for the holiday. For non-Halloween-specific items, where it’s okay if the purchaser receives them after the holiday, it’s fine to time your campaign closer to the holiday.
Are your Halloween promotion emails ready?
While Halloween won’t generate as much revenue as the big gift-giving holidays (like Christmas, Valentine’s Day, or Mother’s Day), it’s still an opportunity to boost your income. It’s also a good chance to let your brand personality shine, have some fun, and engage your fans and customers.
Hopefully, this curated list of Halloween promotion emails and our content creation tips will help you design captivating and high converting email campaigns.