Thought Leadership


We respect your privacy. Yes Marketing will use the information you provide in accordance with our Privacy Policy. You may opt-out of all marketing communications at any time.

Halloween Email Engagement: Three Quick tips (and tricks) for 2015

Halloween email best practices

A month from now, we’ll kick-off Q4 with the first major shopping holiday - Halloween. As you are contemplating your perfect costume for the big party, now is a good time to start thinking about Halloween-themed marketing campaigns.

Increasing 2014 consumer spending numbers demonstrate the rising popularity of this holiday, and this year, Halloween is bound to be big because it falls on a Saturday. 

As retailers compete for valuable consumer attention and dollars, promotions around the Q4 holidays  start earlier year after year and Halloween is no exception. In order to get ahead for this October 31st marketers should start campaign planning well in advance. In fact, our 2014 holiday research findings confirmed that 2014 Halloween campaigns benefited from earlier email deployments.  Tracked via Yesmail Market Intelligence, open rates for Halloween-themed campaigns for 30 top retailers were highest (15.2%) when deployed within the first two weeks of October, and dropped by 12.5% when deployed in the 2 weeks leading up to the holiday. 

If you haven’t planned ahead, it’s not too late to add Halloween-themed creative to your October campaigns and take advantage of this increasingly lucrative holiday. Here are 3 quick tips to get you started: 

  • Mail your Halloween campaigns within the first two weeks of October: This will help achieve your highest potential engagement rates since consumers tend to start preparing early for this particular holiday. 
  • Develop relevant messaging: Even if you don’t fall in the clothing, décor, or confectionary industries, it could still be worthwhile to associate your creative with the holiday. Focus on value-added content that addresses your subscribers’ holiday-related needs, assists with preparations for the holiday, or simply communicates excitement for the holiday. The email below from Walgreens is a great example of using product promotions that tie in with a Halloween. The campaign achieved a 24.3% open rate last year, likely due to the Halloween-centric subject line and the enticing discount on a service that pertains to Halloween preparations. 

Subject line: Create Halloween invites for less with 40% OFF Photo Cards | 50 4x6 Prints for $5.99 | Plus, more deals inside!

  • Incorporate social media as the holiday approaches: We all know that social media pairs well with seasonal holidays. As it gets closer to Halloween, incorporate Halloween creative into your social posts to keep your brand top of mind. You can cross-promote exclusive campaigns on social media (i.e. Sweepstakes, contests) and encourage followers to provide an email address to participate, thus building your email database at the same time.  

For additional insight into email trends and tips for Halloween and all other Q4 holidays, check out our Holiday Toolkit here.

Author Bio

Gurjit Sandhu

Gurjit Sandhu has been in digital and direct marketing for over 6 years, delivering marketing and event management solutions in both fast-paced corporate and entrepreneurial environments. Energized by strategic thinking and the power of marketing technology, she collaborates closely with cross functional teams at Yes Marketing to spearhead multi-channel communications that highlight product innovations.