October is here, and with it come cobweb-covered inboxes, pumpkin-spiced promotions, and more opportunities than you can shake a broomstick at. According to the National Retail Federation (NRF), Halloween spending is expected to reach a record-breaking $13.1 billion this year.
That makes it one of the biggest economic opportunities of the season, not just for retailers, but for any brand that wants to connect with its audience in a playful, memorable way.
So whether you’re selling sweets or software, let’s look at how you can make your Halloween emails a real treat… without scaring your subscribers away.
1. Give Your Subject Lines Some Bite
Your subject line is your first trick – or treat – of the season. Halloween is the perfect excuse to show off your creativity, grab attention, and inject a little personality into your messaging.
Try playing with puns, emojis, or suspenseful teasers:
- “Something wicked (and discounted) this way comes…”
- “No tricks, just treats inside 🎃”
- “👻 Boo! Did we scare you?”
Just remember: keep it on-brand. If your tone is usually sleek and professional, you can still nod to the season with subtle intrigue like “October surprises await…” or “Your inbox just got spookier.”
2. Dress Up Your Design
Your emails deserve a costume too. A seasonal makeover can add flair and fun without compromising readability or accessibility.
- Add a dash of orange and black: Simple colour changes instantly set the mood.
- Use spooky but subtle visuals: Think silhouettes of bats, pumpkins, or candles.
- Try light animation: A flickering GIF or gently floating ghost adds movement.
- Keep accessibility in mind: High contrast and legible fonts are non-negotiable, along with appropriate Alt texts.
A few small tweaks, like themed call-to-action buttons or playful images, can make your emails feel fresh and festive. Even if you’re not a designer, there are plenty of tools like Chat GPT or Google Gemini that can help you to take your images to the next level.
3. Offer Scarily Good Value
Halloween campaigns don’t have to be about discounts and costumes. The key is relevance: what does your audience find fun, useful, or surprising this season?
A few frightfully effective ideas:
🎃 Limited-time offers: Create a sense of urgency with a “midnight deadline” or “haunted weekend sale.”
👻 Mystery treats: Reveal a surprise offer or bonus for opening or clicking.
🕸️ Exclusive content: Share Halloween-themed blogs, recipes, guides, or productivity tips.
For B2B brands, think beyond discounts. For example, a “Marketing Nightmares” mini-series or “Deliverability Horror Stories (and how to survive them)” can educate and entertain.
4. Tell a Story Worth Screaming About
Halloween is built on storytelling, and your email campaigns can be too.
You could:
- Write your email as a short, spooky tale that ends with a clever call to action.
- Share a customer success story with a fun Halloween twist.
- Reveal your own “behind-the-scenes” magic, from creative bloopers to office costume competitions.
Stories humanise your brand, make your content more memorable, and help your subscribers feel connected, even if they’re just reading between pumpkin-carving sessions.
5. Keep Deliverability from Becoming a Nightmare
There’s nothing scarier than crafting the perfect Halloween email… Only for it to vanish into the spam folder.
Before you hit send, make sure your campaign is technically sound:
- Use a trusted sending service like SMTP2GO to ensure reliable delivery
- Keep your contact lists clean and avoid emailing inactive subscribers
- Steer clear of spammy language (“FREE!!!”, “LIMITED TIME ONLY!!!”)
- Test your campaign before sending to catch broken links or design issues
6. Don’t Ghost Your Subscribers Afterwards
Halloween may end on October 31st, but your engagement doesn’t have to.
Follow up with a:
- Thank-you email to those who participated in your offer or campaign
- Round-up or recap showcasing your Halloween highlights
- Sneak peek of what’s coming next (hint: Black Friday isn’t far away)
Keeping the conversation going helps build anticipation for your next big campaign and keeps your brand top-of-mind.
So grab your pumpkin latte, dust off your templates, and start brewing your next spooky-season campaign. When it comes to great email marketing, a little spirit goes a long way.
