• 8 minutes READ

Halloween is celebrated in different cultures around the globe and provides a big sales opportunity.

While some people will put faces on pumpkins, adorn their halls with spooky decorations, and try on scary costumes, email marketers send email newsletters with scarily remarkable features, spooktacular deals, and devilishly pleasant atmospheres. It is that time of the year when you can have fun with your email newsletter and end up with a commercially lucrative venture.

If you are ready to embrace the dark side and use the holiday to your advantage, we are here to help. Today we are going to share with you the best practices and examples for Halloween email newsletters.

Halloween Email Newsletter Tips and Examples

Subject Line

First things first; you may have the best costume ever, but if you are unable to get neighbors to open their doors to see it, then it is worthless. In the email marketing universe, this means to create a subject line that will force contacts to click to see what is inside. It is a tie-breaker that decides whether you get a chance to impress or fail and come home with nothing.

Although general tips for creating high converting subject lines work, no one says that you should avoid spooky Halloween-themed keywords that may catch the eye of a subscriber in the inbox. It is one of those holidays when people are more open to jokes and tricks. Therefore, use their relaxed and amiable mood and our best practices for Halloween subject lines.

Keep It Short, Straightforward and Halloweeny

Remember, 30 to 50 characters is an optimal amount length for the subject line. Note that the first 38 characters are displayed regardless of the monitor size. On top of that, keep the message simple and straight to the point.

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Finally, remember your goal. One might immediately associate your subject line with the spooky holiday. Therefore, add some creepy vibes inside by using Halloween-related words. Need some good pitches? Then try out these fantastic short, straightforward, and Halloweeny headlines:

  • No Tricks, Just Treats
  • Screaming Deals
  • Don’t Miss These Spooktacular Offers!
  • KILLER Deals
  • Find scary good offers
  • Spooky Savings
Tips and Examples of Halloween Email Newsletters


Use seasonal emojis

What better time to bring out your funny side than on Halloween? Practice your cleverness and wittiness with emojis. It is a universal language that delivers a message in an intuitive way and incorporates emotions. There are plenty of creepy small icons that exude the vibe of this holiday such as

  • Jack-o-Lantern
  • Skull
  • Smiling Devil
  • Superhero
  • Magician
  • And even candy and lollipop can do good for your short introduction

Besides, they will tie in perfectly to the spooky copy as well. Place them as small accents throughout the content or use them as a bullet list. However, do not overdo it. Your tone should be fun or smart or witty, but not juvenile.

Play with sender name

Halloween is a good time for jokes and of course, silly names. Show people that not only an email newsletter has the spirit of the All Saints’ Eve, but you are also in a holiday mood. It will undoubtedly bring subscribers to your side.

Stick to the relaxed tone of voice and change your name by adding some eerie but funny adjectives. For instance, you can add “–cula” or “-kenstein” to your name to sound more creepy yet still hilarious. You can also use puns by adapting parts of your name. For example, if you are Jennifer you can go for JenniFear.


Even if you run a serious campaign and all your email newsletters stick to a formal tone, Halloween is a time when you can go a little bit crazy by getting off the beaten track and dressing you eblasts into spooky costumes. You can change one or two things to meet the mood of the trick-or-treating, or you can force every inch of your design to scream Halloween.

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If you do not have time to build the design from scratch and you are looking for a quick yet viable solution to bring your idea into life, then you should address this issue to Postcards. The free HTML email template builder has an intuitive drag-and-drop interface and hundred of hand-crafted modules, and it can sort everything out in just a few magical clicks.


The first thing to do with your email newsletter is to choose the right color. Several options will help achieve the desired level of spookiness in your design. Let us consider the front-runners.


Well, you can never go wrong with black color. It is so universal that it fits various occasions without hassle. And, this time it is the best of the best for doing this job. It goes perfectly with all those Halloween themes that are centered around witches, darkness, spooky shadows, cauldrons, and ghoulishness.

Black Color Halloween



Orange is our runner-up. It is one of the favorite colors of Halloween.

You can’t go wrong with it since orange color brings positive emotions wherever it can. What’s more, since chances are you will use one or two gourds for your decorations, these two perfectly go together and help get your Halloween email newsletter into the spirit.

Orange Color Halloween



Another ideal partner in crime is white. While it may seem neutral on majority occasions, but when it comes to Halloween it associates with ghosts, ghouls, and spider webs.

Halloween Newsletter Example

Land O’Lakes

White Color Halloween


While all those color options are great for Halloweeny designs, however what if you want to stick to your corporate identity and use brand color schemes. It is not a problem since you can always adapt illustrations, images or even small decorative details to your needs, to say nothing about finding and working into newsletter animated gifs.


If a color-coordinated design is not enough for achieving the desired result, you can always use spooky photos to establish a creepy but still light-hearted atmosphere. People scan then read; a well-thought-out picture delivers the message instantly.

Use pictures that feature Halloween-specific elements such as:

  • Gourds/pumpkins
  • People in costumes
  • Black cats
  • graveyards
  • Decorated halls, etc.

Don’t overdo it. People do not like pools of blood in their inboxes. Stay positive and use humor. Also, remember to properly segment your audience to not stumble upon image-off users that won’t be able to appreciate your diligence.

Email Images



What always raises our pulse is images turned off, and art turned on. The more so, there is a whole variety of illustrations that fit the bill. It doesn’t have to be all about blood, devils, or zombies. Not only ghosts and vampires are associated with the holiday. How about children who are dressed up as superheroes, or a trick-or-treat bag that is filled with yummy chocolate bars and candies? Nothing says Halloween like this stuff:

  • Pumpkins
  • Black cats
  • Candy
  • Leaves
  • Ghosts
  • Costumes
  • Gravestones
  • Trick-or-treat bag
  • Creepy forest trees

Use them as backgrounds to lay a foundation for the deal or as a tool for declaring an offer. You can go for various kinds of illustrations from raw sketches that work perfectly with cut-out pictures to gorgeous watercolor compositions that easily command attention.

Halloween Email Example

Shop Halloween Treats

Illustrations Email



Taunt readers with dynamic content is a proven way to get the conversion juices flowing. Gifs are one of the most influential elements in email newsletter design that give your holiday metrics some oomph. They do have some limitations, but in a majority of cases, they work like a Swiss watch.

For instance, you can add:

  • An animation of product to put an extra focus on the deal
  • An alive decoration like a floating ghost, flying bats or steaming cauldron
  • Working clocks to stress out urgency, and much more
Taylor McKenzie Email

Taylor McKenzie



The Strategy

Well, let’s get down to business and drive some traffic using vigilantly-scheduled and well-thought-out campaigns.

The best way to turn the holiday to your advantage is to play heavy on traditions. It will help to engage subscribers, generate excitement, and lighten the mood. You can benefit from time-proven techniques. The path to success begins with the Halloween sneak peeks followed by a trick or treat campaign and finishing with an extended sale.

Pre-Halloween Email Newsletters

According to statistics, strategies that butter up subscribers beforehand see more traffic than ones that are conducted one time. Therefore, an engagement program never hurts anybody. Generating excitement in advance helps to incentivize engagement among followers, keep subscribers hooked, and build brand loyalty.

Start sending Halloween sneak peeks right at the beginning of October and treat your contacts with multiple emails throughout the month.

Trick or Treat Campaigns

Who does not like trick-or-treating? When it comes to creating successful Halloween email marketing campaigns, there should not be any tricks. (All treats is preferred.)

This is the perfect opportunity to use reciprocity in your email newsletter. Give away something special — an exclusive offer, small gift, or free shipping. Treating is all about being generous.

What’s more, the general practice dictates to choose mystery sales over regular ones since they instantly drum up interest and fit the Halloween mood.

Trick or Treat Campaigns


J.Crew Email Design

J.Crew Email Design

Extend Offers

Since Halloween can take place in the middle of the week, it is a good practice to extend sales by several days and grab the attention of users who were busy during workdays. Also, it may come as a pleasant surprise that will drive extra traffic to your website.

Extend the Offer

Brown shoes

Last, but not least

Although Halloween is a place to have fun, all the best practices of creating email marketing campaigns work here as well. Therefore, the fundamental things that you need to do to ensure success include:

  • Clean your subscription list
  • Segment audience
  • Personalize subject line and copy
  • Set the best timing
  • Use psychological tricks
  • Ensure your template works well across various devices and email readers
  • Help new customers to finalize a purchase by using transactional emails
  • Do A/B tests for subject lines and copy
  • Review the performance of the last year’s campaign


Whatever sector you are in, do not miss a chance to keep contacts hooked and generate extra revenue. All you need is a good strategy and a relevant email newsletter design that caters to subscribers’ needs.

What’s more, even if you do not plan to hold a sale this Halloween, it does not mean that you should not stop by and say “Hi!” Use a Halloween-themed email newsletter to extend the lifespan of consumer relationships, unobtrusively remind about your brand, and show your devotion to beloved subscribers.

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