Beatriz Redondo Tejedor

// Head of Content

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 prep, crafting a Halloween email campaign that gives your subscriber goosebumps (in a good way), takes preparation and creativity.

To help you out, we’ve handpicked some scarily good ideas to help you spice up your Halloween emails. Check out these tips and start brainstorming how to turn your campaigns from good to… devilishly good. 😏

Include a trick and a treat in your Halloween emails

Take a look at how Postable incorporates a fun GIF in their email to catch your attention, and a little incentive of 15% off with a themed code. Not only is this a good way to give the customer a good laugh, but also cleverly encourages free brand marketing. Take this as an example and start thinking about how you can leverage the power of word-of-mouth marketing (WOM).

Postable Halloween Email

Check out Postable’s Halloween email!

Ensure your Halloween email marketing looks devilishly good

Halloween is the perfect opportunity to dress up your emails to give them an edge. Mango stays true to its personality with this elegant, yet rather cheeky, message. The title is eye-catching, set in sharp contrast against the white background, and the paragraph adds a twist, combining its spooky theme with some intrigue.

Mango Halloween Email

Mango’s Halloween email design is elegant and clean.

Create Halloween emails that build up the suspense

A mystery deal can be a great way to keep your subscriber hooked and get them to visit your website. Pull & Bear’s ‘Trick or Treat’ Halloween email campaign invites customers to play a virtual scratch game to win a discount.

Spicing up your emails with a sense of mystery will help your click-through rate, as your contacts are likely to be tempted to try their luck, which will translate into visits to your website.

Halloween Email Pull&Bear

Try including a game, like Pull & Bear does in its Halloween email campaign.

Mailjet Account Banner

Customize your Halloween email marketing

Subscribers are mostly engaged by helpful, relevant email. This can be anything from including on-trend topics, customizing email to their preferences, or catering for their Halloween needs.

This Crate & Barrel campaign includes useful content for the time-strapped shopper, with links to everything one might need for the perfect Halloween party to transform your home into a haunted house.

Let the reader know that you have a cure for all their pain points, that you have what they are looking for, and that they won’t need to look anywhere else. They won’t need to do any tiring Halloween decoration shopping after work or trying to craft their own. Their Halloween party can be sorted in just a few magical clicks!

Crate & Barrel Halloween Email

Crate & Barrel’s email includes everything you need to throw the perfect Halloween party.

Free all kinds of creative monsters in your Halloween emails

Make your Halloween email stand out by being bold and using fresh, innovative content. Lands End does this cleverly, by bringing its products to life with the use of an animation, an element that will most definitely attract the reader’s attention. They also give their email a different twist, opting for ‘Black Magic’ as their title, rather than the usual ‘Trick or Treat’ They even top it off with a short Halloween themed poem.

Be creative, innovative and original and you’ll see how your effort pays off.

Halloween Email Land's End

Want to see the animation in Lands End’s Halloween email? Check it out here

Bonus: Adapt your Halloween email marketing to your industry

While for some industries Halloween-ifying their email content can be quite straight-forward , others might have a bit of brainstorming to do. If you’re not feeling your most creative self today, here are a few ideas on how to give your holiday metrics some oomph:

E-commerce Halloween emails

Bring your products to life in Halloween style. List the essential ingredients for the perfect party, and let the reader know that you have everything they need for it.

Software Halloween emails

Add a spooky twist to your product, perhaps include an invite to an exclusive Halloween event, or unlock some scarily remarkable feature or content.

Travel & Experiences Halloween emails

Draw together some Halloween events or experience days local to your subscriber, or use this opportunity to promote some inspiring destinations. Many places have their own local traditions around Halloween (like Día de los Muertos), it could be a great opportunity to promote them!

Food & Spirits Halloween emails

Give your contacts Halloween recipes so good your readers will want to stay up cooking all night. Focus on classic ingredients (pumpkin!) and on spooky-looking dishes. Want to make it even better? Run a contest and ask your subscribers to share photos of their creations with you. User generated content will be your new best friend!

Betty's Halloween Email

Beauty & Well-being email Halloween emails

Let your subscribers know that whether they want the perfect make-up for their costume or they actually want to look a bit less like a monster, your products can do the magic.

Halloween email subject lines

The other factor you’re going to have to keep in mind is the email subject line. Just like your halloween costume, these should be creative and eye catching. Remember to keep it short, make sure it’s relevant to the contents of your email, consider adding some spooky emojis (but not too many), and have fun with it! We have a couple great examples for you below:

  1. Blue Apron: Forget the candy, this deal is the sweetest one yet!
  2. Land O’Lakes: 👻 Ghoul, treat yourself with these recipes
  3. WeTransfer: Pumpkin spice and all things (not) nice
  4. Fortnum & Mason: So delicious it’s scary…
  5. Email Monks: Witching You Happy Halloween
  6. Modcloth: Don’t let Halloween sneak up on you!
  7. Taylor Stitch: A little treat to go with all the tricks this weekend!
  8. Crate & Barrel: All treats, no tricks.
  9. Betty’s: Double, double toil and trouble.
  10. Paper Source: Get These Spooky Best Sellers Before They Ghost!



These marketers know that it takes work to turn a great idea into great copy and design. Draw inspiration from these campaigns and 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 them with us on Twitter!
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This blog post is an updated version of the post “Fright School Friday: Email That Wins The Holiday Inbox“, published on the Mailjet blog on October 30th, 2015 by Sasha Seddon.