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Halloween Email Marketing Ideas to Pumpkin Up Your Business

Halloween Email Marketing Ideas to Pumpkin Up Your Business

Millions of Americans celebrate Halloween, spending approximately $86.27 apiece! But this year, Halloween is going to look different for most families, since trick-or-treating and big parties aren’t smart ideas during a global pandemic — and brands need to be sensitive to audience’s feelings about this transformation. With that in mind, here are some Halloween email marketing ideas that can help you promote your e-commerce business the right way: by evoking the spirit of the season without dwelling on aspects of the holiday that, at least in 2020, may be out of reach.

This year, Halloween is going to look different for most families. And brands need to be sensitive to how their audiences are feeling. Click To Tweet

Halloween email subject lines

Before we dive into specific emails from brands, let’s take a look at some of the subject lines in our inbox. Surprisingly, emojis aren’t as common as you might expect — but brands are going all out with puns and wordplay. A few examples:

  • It’s Halloween time!
  • unBOOlievable ? FREE 5-piece kit
  • Shop Last-Minute Halloween Tricks & Treats!
  • Don’t Miss Out! ?
  • Introducing the New Halloween Makeup Look

Your Halloween email subject lines should bring a smile to peoples’ faces. Think of a creative pun that relates to your products, and aim to create a sense of excitement with your subject line!

Now that you’re prepped to create some solid Halloween email subject lines, here are some of our favorite Halloween emails from brands.


This message from Carter’s showcased “spooky steals on Halloween,” advertising discounts on Halloween costumes. The simple white background helps the full-color product photos pop. We also love that this email features Halloween pajamas — an appropriate touch for Halloween 2020, when so many people will be staying in for the evening.

Subject line: Things are getting spooooooky… ??

halloween email marketing ideas

St. Jude

Nonprofits can design Halloween emails, too! St. Jude drew on the power of storytelling in this message, sharing a patient story and an adorable Halloween-themed photo. The email also includes a link where readers can learn about Halloween traditions at St. Jude, sharing how for years families there have been making their own out-of-the-ordinary Halloweens extraordinarily special.

Subject line: Bee, your weekly update and patient story

nonprofit halloween email


Dior goes bold and beautiful with this full-size, blood red product photo. This is a great example of creative product photography that gives a nod toward Halloween — the shadow cast by the lipstick is just the right amount of spooky, making you think of a movie villain. We also love the four separate CTAs that help viewers navigate straight to the products that most interest them. And the “Dior.com Benefits” graphic at the bottom is a helpful visual for customers, too.

Subject line: Cast a spell with Rouge Dior

halloween marketing email


“Open this email at your own risk,” reads the preview text of this Happy Halloween email from Lumosity. Lumosity also went with a purple color scheme, creating a simple email with one main image. A few lines of text encourage you to treat yourself by accepting a treat (a 35% discount) that’s too sweet to refuse.

Subject line: Do big discounts scare you?

halloween email marketing ideas


This Halloween email from OPI Nail Polish is an excellent example of how to give your products a spooky spin. A creative GIF shows OPI polish coming up out of three tombstones. Then OPI walks you through four different product categories, each with a separate CTA: pumpkin vibes, villain vibes, goddess vibes and unicorn vibes. The email even wraps up with some user-generated content showing how you can use the nail polish. In a contest of Halloween email marketing ideas, we think OPI would win the prize!

Subject line: Your ultimate Halloween inspo ?

creative halloween email

tombstone gif with hands

Kopari Beauty

How can your product help customers on Halloween? For Kopari, the answer was easy: Use this beauty company’s products to remove your makeup when the festivities are over. In this Halloween email, Kopari walked readers through a simple three-step process explaining how.

Subject line: Leave the spooky looks in October!

pastel halloween marketing email


While orange is widely regarded as the color for Halloween, you don’t have to stop there. Branch out and use other colors in your Halloween email marketing. PetCo’s Halloween email starts with black bats on a purple background. Then the purple is incorporated as an accent color in the rest of the message.

Subject line: Don’t bat an eye at 20% off $60

halloween email ideas

Wrap-up: Halloween email templates

Create your own spooky good emails with the BEE email editor, a free tool for marketers. You can either start from scratch or use one of our customizable Halloween email templates. We recommend the Halloween Virtual Party! email template created by Navid Nosrati:

Or go with the classic Halloween Party template by designer Andrea Dall’Ara.

Use these email templates to get your Halloween email marketing ideas flowing!

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white email with pumpkins and blog post title

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BEE Team