Fright School Friday: Email That Wins In The Halloween Inbox

October 30, 2015

Getting ready for Halloween is fun but it can be hard work too. Hollowing out a pumpkin. Carefully applying fake blood. Trying to put together a costume to rival Chica the spider-dog’s.

Like most Halloween prep, crafting an email that gives your subscriber goosebumps (in a good way), takes preparation and creativity. To help you out, we’ve handpicked some scarily good campaigns.

Include a trick and a treat

Coca-Cola halloween

Coca-Cola injects some fun into the Halloween inbox by inviting subscribers to dress up as their favorite drink. Not only is this a good way to give the customer a good laugh, but also cleverly encourages free brand marketing. Take a leaf out of their book by using humor and thinking about how you can leverage the power of word-of-mouth marketing (WOM).

Look devilishly good

Just as you’d don an eccentric, playful or creepy costume, Halloween is the perfect opportunity to dress up your email to give it an edge. Hotel Chocolat stays true to its personality with this elegant message. The call-to-action (CTA) is eye-catching with the white glow effect set against the dark background, and the title combines a spooky theme with some intrigue.


Build up the suspense

A promotional drip series can be a great way to keep your subscriber hooked and anticipating your next email. Miss Selfridge promises a different promotional treat each day. They show their playful side with titles like ‘Be the ghoul-est girl at the party’, and CTAs such as ‘frightful fix’, ‘witchy wardrobe’, to describe their new product arrivals. Their use of emojis in subject lines is a great way to speak in their audience’s lingo, which is millenial and digitally-savvy.

A custom-made email costume

Subscribers are mostly engaged by helpful, relevant email. This can be anything from including on-trend topics, customizing email to their preferences, or solving their pain points.

This Etsy campaign includes useful content for the time-strapped shopper, with links to download printable masks and a local store locator. Here are some ideas to give your holiday metrics some oomph:

Ecommerce. List the essential ingredients for a winning Halloween costume/cocktail recipe, and offer a discount for purchasing several items together.

Software: Add a spooky twist to your product, perhaps frightfully punny content or an invite to an exclusive Halloween event.

Experiences. Draw together some Halloween events or experience days local to your subscriber.

These marketers know that it takes work to turn a great idea into great copy and design. Draw inspiration from these campaigns to make sure your email wins best-dressed in the Halloween inbox. As for your own winning costume, you might need to look elsewhere. Happy Halloween!

Do you have any great ideas or advice for a Halloween campaign? Feel free to share below!

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