What’s scarier than a haunted house on a dark and stormy night? For email marketers, it’s being asked to churn out a last-minute Halloween promotion on the fly.
Don’t let that last-minute request throw you! Because our treat bowl is full of five last-minute Halloween email tactics to help you create maximum engagement—and eerie-sistible experiences—with minimal effort.
This year, Halloween enthusiasm has rebounded to near-2019 levels. The National Retail Federation projects consumers will spend $10.1 billion, or $102.74 per person, on costumes, décor, candy, and food, up more than $2 billion from last year’s figure.
Fortunately for you, plug-and-play interactive modules and personalized email elements recycled from previously successful campaigns will help you create attention-grabbing experiences in less time than it takes to put on your costume.
As always, begin your email planning with a specific goal for the campaign. Sure, you’ll drive a few extra sales, and that’s always a bonus. But a Halloween email campaign can also reveal data you can use to guide and refine your holiday email marketing content and targeting.
Emails designed specifically for engagement can tell you more about your customers’ preferences, generate fresh, new ideas, and help you collect the zero- and first-party data you need to create even more relevant messaging. So, let’s get started!
1. Click to reveal the deal
Mystery and Halloween—is there any more perfect combination? An effective email can be as easy as swapping in some Halloween visuals and asking customers to click on the one they like. You can go for fun (favorite candy or costume) or unearth some customer preferences by featuring Halloween-themed merchandise in several categories, but one thing is certain: this tactic is all treat, no tricks.
Whichever approach you choose, be sure to use unique promo codes and virtual gift unwrapping experiences to make customer acquisition and attribution tasks easier to track and apply automatically.
2. Suggest last-minute purchases and products
Gift guides are always popular. But this year, with the holiday shopping season and Halloween overlapping and inventory in a precarious position to deal with, your suggestions should reflect real-time order status and live updates to avoid disappointing customers who are ready to buy. If a product sells out, this real-time module can swap in a replacement automatically – no need to pause the campaign and rebuild the email.
3. Promote BOPIS and less spooky fulfillment services
You’ll never go wrong by helping customers shop quicker and more conveniently. Let time-pressed shoppers know they can celebrate Halloween even if they had to leave preparations to the last minute by highlighting your Buy Online, Pickup In-Store (BOPIS) service.
You can even include explicit details such as BOPIS locations and instructions for your order-availability notice directly in your emails to give shoppers one place for all the info they need. Just make sure your Halloween email campaigns stress ease of service and alternative fulfillment availability accurately.
4. Offer complementary options to delight every customer
Although Halloween has regained much of the steam it lost last year thanks to lockdowns and public hesitancy about gathering in large groups, not everyone is on board. Recognize this continuing hesitancy with content that refers to both large-group and at-home celebrations to the degree that it’s relevant for your brands.
5. Give Halloween browsers a second chance to buy
Browse-abandonment emails can prod some shoppers to buy if you send them out right after they break off a session. Now, go back to your browsers who checked out your goods early in the season but never went back to buy and tempt them with an offer—especially if it’s something they browsed before but has gone on sale in the meantime.
Reach out to your previous shoppers with a gentle email reminder, using a dynamic product recommendation if possible, that incorporates each shopper’s browse abandonment history and available inventory. You can thank us for that engagement rate boost later.
With Thanksgiving, Black Friday, Cyber Monday, Christmas, and all the other marquee Q4 shopping events right around the corner, Halloween might feel like an afterthought.
But a carefully designed interaction combined with these five last-minute Halloween email ideas can deliver plenty of value in the days leading up to Halloween, whether your goal is to drive extra sales, clear out inventory, or collect more data you can use to give your customers the best-possible experience.