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.
Email Tricks For Your Halloween Campaigns
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.
Tip 1: Include a trick and a treat
Look at how Coca-Cola injected 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 this as an example and start thinking about how you can leverage the power of word-of-mouth marketing (WOM).
Tip 2: Look 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.
Tip 3: 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’ 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.
Tip 4: 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 catering for their Halloween needs.
This NOT ON THE HIGH STREET.com campaign includes useful content for the time-strapped shopper, with links to everything one might need for the perfect Halloween party, from sweet treats to fancy dresses.
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. No tiring Halloween costume hunting after work, no endless evenings spent crafting decorations. Their Halloween party can be sorted in just a few magical clicks!
Tip 5: Free all kinds of new monsters
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.
Want to see the animation? Check it out here.
Bonus: Adapt it 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:
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.
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
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 El Día de los Muertos), it could be a great chance to promote them!
Food & Spirits
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!
Beauty & Well-being
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.
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 them with us on Twitter!
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.
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