Tis’ the season for pumpkin spice coffee, college football, and overuse of the 🎃 emoji.

But did you know that it’s also a time for some of the biggest business holidays of the year? Cyber Monday, Black Friday, even the majority of Christmas shopping. (That’s right, fall doesn’t end until December 20th!)

So while it might be tempting to start planning for Black Friday now, consider this: Consumers spent nearly seven billion dollars on Halloween alone in 2015. Now that’s a lot of candy corn.

The most frightening holiday of the year is more than just child’s play, it’s Americans third favorite holiday and a chance to connect with your email audience in a fun and effective way.

Ready to create a spooktacular Halloween email campaign? Here are four of our favorite Halloween email trends to get you in the holiday spirit.

1. Beautiful and Meaningful Images

Halloween is a nostalgic time for most people. Just think back on those days where you dressed up as your favorite TV show character or superhero. You just can’t help feeling a little sentimental, can you?

Subject line: Hurry to SAVE on Halloween! 20-40% OFF ’til midnight


If your emails can make people feel something, you’re going to connect with them in a meaningful way. This email from Pottery Barn Kids does just that with an image that is cute and fun – and makes you want to buy a costume for your kid (or yourself, no judgments) right now.

Check out more beautiful fall email campaigns on our Pinterest page.

2. Descriptive Subject Lines

We’re giving Kohl’s an A+ for their use of fun and informative subject lines.

Subject line: Boo-yah: Save 35% on Halloween costumes & accessories till noon!


By creating a sense of urgency (sale ends at noon!), subscribers are encourage to open right away so they don’t miss out. Sale FOMO is real.

They also hint at the discount customers can expect to receive and what specific items are on sale. Before even opening the email, readers can get excited about their possible purchases and big discounts.

We also love their cute and creative verbiage. Don’t be afraid to get a little pun-ny this season. “Boo-yah”, anyone?

3. Click-worthy Content

A great subject line gets people to open your email, but great content is what gets them to click. Entirely Pets does this by including pictures, titles and short descriptions for a few of their Halloween dog costumes.

Showing off what’s in stock directly in the email gives customers a sneak peek at how cute and affordable the costumes are. The bright orange call-to-action (CTA) buttons below each costume grab your attention and link readers to the exact item they’re interested in.

Subject line: If you’ve got it, haunt it (with free shipping!)


4. Headline and Subject Line Harmony

Have you ever opened an email expecting one thing, only to see something entirely different when you open the email? It’s off-putting.

If your subject line doesn’t align with your email content, subscribers are more than likely to delete your email, or worse, mark it as spam. Yikes!

To avoid this worst-case scenario, use headlines with large text to catch people’s attention right away and make sure your headline works with your subject line. It’s a good practice when it comes to deliverability, but it also increases the chance that your subscriber will actually read and click on your email.

This email from Williams-Sonoma uses a simple headline that reinforces the message of the subject line and it plays on the Halloween theme and explains the value of their sale. A win-win.

Subject line: 🎃 Trick-or-Treat! 30% Off Halloween Tabletop, Candy, Bakeware & More


Get your Ultimate Guide to Holiday Email Marketing for Retailers

Love the tips and inspiration in this article? Want to create wildly successful email campaigns throughout the holidays to boost sales? We have just the thing for you: Our Ultimate Guide to Holiday Email Marketing!

This data-driven report is packed with email-building tips, strategies and inspiration to help you get more sales and send better emails. If you’re a retailer (or anyone who sells anything online), your free report is waiting.

Ready to create some email magic? ✨ Share your best holiday marketing tips in the comments!