Halloween isn’t just about scares and candy—it’s prime time for marketers to reach their audience with themed campaigns. But even the spookiest, most exciting email plans can backfire if common mistakes aren’t avoided. In this article, we’ll highlight the seven deadly sins of Halloween email marketing and how to keep them away, so you won’t find your email efforts haunting the graveyard of failed campaigns.
Overloading Subscribers’ Inboxes
Just because it’s Halloween doesn’t mean you should give your subscribers a fright by bombarding them with emails. Halloween is a short-lived season, and too many emails within a small timeframe can lead to disengagement or—worse—unsubscribes. Aim to create a manageable schedule, focusing on impactful emails rather than sheer volume.
- Trick: Plan out no more than three key Halloween emails (e.g., announcement, reminder, and final call) and spread them out over a couple of weeks.
- Treat: Use countdown timers or urgency tactics sparingly in each message to keep excitement high without overwhelming your subscribers.
Using Cliché Subject Lines
Subject lines are a subscriber’s first impression of your email. Although Halloween-themed jokes are tempting, overused lines like “Trick or Treat Yourself!” can fall flat. Instead, focus on creativity and relevance to your audience.
- Trick: Keep subject lines short, sweet, and appealing. For instance, instead of “Halloween Deals Inside,” try “Last-Minute Halloween Finds—Hurry, They’re Going Fast!” or “You can’t miss terrific offers”
- Treat: Add a sense of urgency or exclusivity that feels personalized, like “Only for You—Our Top Spooky Picks!”
Neglecting Mobile Optimization
If your emails aren’t mobile-friendly, they’re going to scare people away. With more than half of emails opened on mobile, a layout that doesn’t adjust to small screens could end up in the trash faster than a haunted house walkthrough.
- Trick: Always use responsive design so that images, text, and buttons adjust to the device they’re viewed on.
- Treat: Keep images and fonts at an optimal size for readability, and test your email on multiple devices before sending.
Forgetting to Segment Your Audience
Sending the same Halloween email to everyone on your list is like trying to scare adults and kids with the same horror movie—chances are, one group isn’t going to engage. Segmenting allows you to target specific interests, preferences, and buying behaviors.
- Trick: Create segments based on purchase history, interests, or even Halloween enthusiasm (e.g., those who responded to past Halloween emails).
- Treat: For example, segment “horror fans” with exclusive discounts on themed products, while casual Halloween observers get subtle “festive” reminders.
Ignoring Halloween Visuals and Branding
Halloween is one of the most visually distinct holidays, so why settle for plain designs? Emails with themed visuals increase engagement and create a more immersive experience. That said, balance is key: too many dark images or creepy fonts might clutter your design and reduce readability.
- Trick: Use Halloween-themed colors (like black, orange, and purple) and visuals, but make sure they align with your brand.
- Treat: Include “spooky” but subtle design touches like bats, pumpkins, or ghostly fades, paired with a strong CTA that stands out.
Forgetting the Call-to-Action (CTA)
Without a strong, clear CTA, your email is more likely to send subscribers running for the hills. Halloween emails should guide readers toward an action, whether that’s checking out new products, signing up for a contest, or making a purchase.
- Trick: Place a visible, easy-to-click CTA in the upper half of your email so it’s immediately visible on all devices.
- Treat: Use Halloween-themed language to add some flair: “Sink Your Fangs In,” “Unlock Your Treat,” or “Explore the Haunted Deals.”
Overusing Scary Language and Emojis
While Halloween calls for spooky fun, over-the-top scare tactics can feel forced or cheap. Be cautious with words like “scary deals” or “spooktacular savings” if they don’t fit your brand’s tone. Similarly, too many pumpkins, ghosts, and other emojis can clutter subject lines, diminishing professionalism.
- Trick: Limit Halloween puns and keep subject lines emoji-light, focusing instead on creating urgency or curiosity.
- Treat: For example, “Last Call: Halloween Finds That Won’t Haunt Your Wallet 🎃” has a festive touch without going overboard.
Let’s take a look at some examples of great Halloween Campaigns
To make your Halloween emails stand out, it helps to look at what some creative brands are doing. Here are two examples that nail Halloween email marketing with a blend of humor, thematic visuals, and engaging content.
Surreal: “Run for Your Lives”
What They Did Right:
- Humorous Halloween Theme: Surreal uses a playful approach to Halloween with a “10-step safety program” against demons, incorporating humorous instructions like “Eat a clove of garlic every fifteen minutes” and “Avoid getting bitten.” This approach is a unique spin on Halloween, using lighthearted humor to make readers smile.
- Clear CTA and Product Tie-In: The email includes a prominent call-to-action button, “STOCKPILE NOW,” encouraging subscribers to stock up on their cereal. The CTA stands out on the page and connects directly to the email’s playful “apocalypse survival” theme, motivating readers to take action.
- On-Brand Visuals: With a simple, clean layout and pastel colors, Surreal stays true to its brand identity while incorporating subtle Halloween graphics like spider webs and bats.
Why It Works: Surreal’s email successfully combines Halloween fun with brand messaging. By blending the holiday theme with the product’s benefits (being a “zombie-apocalypse-proof” cereal), they keep it lighthearted, memorable, and directly connected to their brand.
Disney+: “Feliz Halloween” Interactive Experience
What They Did Right:
- Interactive Content: Disney+ engages subscribers with a Halloween-themed game: “Enfréntate a las Cartas” (Face the Cards). By allowing readers to click and interact with the cards to reveal Disney characters, they create an immersive experience that’s both fun and engaging.
- On-Theme Visuals and Products: With dark purple backgrounds, spider webs, and iconic characters like Mickey and Jack Skellington, the email fully embraces Halloween aesthetics. They also include Halloween merchandise, like a “Maléfica Funko Pop” and spooky Disney plush toys, along with easy-to-click “Comprar Ahora” (Buy Now) buttons.
- Multiple CTAs for Engagement: Disney+ includes multiple clear CTAs, each inviting users to engage in a different way—play a game, listen to Halloween music, explore their Halloween collection, or learn more about the Halloween Festival. This keeps readers exploring the email and interacting with different parts of the brand.
Why It Works: This Disney+ email exemplifies how interactive elements can increase engagement. By blending seasonal fun with Disney characters, merchandise, and themed events, Disney+ makes their Halloween email an experience rather than just a promotion. The combination of interactive and visual elements effectively draws readers in.
Wrap-Up: Halloween Done Right!
Avoiding these seven mistakes will keep your Halloween emails lively, relevant, and engaging—far from the graveyard of ignored messages. A well-crafted Halloween campaign can drive traffic, boost engagement, and build brand loyalty, especially when it adds a festive spin that resonates with your audience’s needs. So, grab your marketing “spellbook,” stay away of these deadly sins, and make this Halloween campaign one for the books!
