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5 scarily good Halloween email examples

October 20th 2020

Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

5 scarily good Halloween email examples - featured image

Golden leaves, winter coats, and the unmistakable smell of pumpkin spice latte can mean only one thing. October is here, and with it comes the spookiest of celebrations – Halloween. As kids around the world dream about goblins, ghouls and chocolate bars, email marketers are busy dreaming up Halloween puns for their newsletters.

But if the thought of competing with the glut of Halloween-themed emails your recipients are likely to receive has got you more scared of unsubscribes than the undead, we’re here to help.

Read on for inspiration from our pick of 5 scarily good Halloween email examples.

1) Appallingly authentic customer content

One in three shoppers prefer to see a product as it is worn or used by real people as opposed to professional product images. So give your shoppers what they want by including user generated content (UGC) in your email marketing. Not only will this speed up the purchase process, it will help build a sense of community among existing customers.

Whittard shows off their Halloween goodies with authentic customer photos, encouraging email recipients to share their content too by using the dedicated hashtag.

Whittard Halloween email example

Source: Whittard email

2) Repulsively reassuring ratings and reviews

More than 1 in 3 customers won’t purchase if an online store doesn’t show product ratings and reviews, making this an essential social proof tactic to include in your email marketing.

AirBnb makes sure their customers aren’t too scared to make a booking by displaying the featured properties’ star ratings and links to reviews.

AirBnb Halloween email example

Source: AirBnb email

Top tip: When it comes to reviews and ratings, it’s crucial to pull them in real-time from your product rating provider or in-house solution. That way, you ensure that only the most recent reviews are shown. With 40% of consumers only considering reviews written in the past two weeks, it pays to use real-time technology.

3) Monstrously motivating countdown timers

Dynamic countdown timers build excitement, create urgency and speed up the purchase process.

FFX uses a countdown timer to draw attention to their spooky sale, motivating customers to make a purchase before it’s too late. This tactic has paid off for FFX, as they’ve seen their click to open rate soar from 3 to 25% with the inclusion of dynamic, personalized content in their bulk emails.

FFX Halloween email example

Source: FFX email

4) Horrifyingly helpful articles

Don’t just go in for the hard sell. Delight your customers with helpful content to help them have their scariest Halloween yet, building your brand reputation and fostering customer loyalty in the process.

Bloom & Wild shares an easy to follow tutorial, helping their customers make pumpkin vases that they can then fill with a Bloom & Wild bouquet.

Bloom & Wild Halloween email example

Source: Bloom & Wild email

5) Intimidatingly inspiring product recommendations

Product recommendations are a proven revenue generator, and can boost sales by up to 11%. So give your customers some Halloween inspiration with a spooky selection of products picked for them.

Notonthehighstreet uses their newsletter to showcase a wide range of Halloween-themed products, separating them into useful categories to help shoppers find what they’re looking for faster. They also include a ‘handpicked for you’ selection of personalized product recommendations that might appeal to shoppers looking to treat themselves after a hectic Halloween.

Notonthehighstreet Halloween email example

Source: Notonthehighstreet email


This blog post is for informational purposes only. Fresh Relevance is not claiming to provide its services to the companies and brand owners referred to in the blog post.

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Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

As Senior Content Marketing Manager at Fresh Relevance, Camilla leads the global content strategy and manages, writes and edits user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.