Good morning, Chase and Jimmy here.

Every October, inboxes turn orange and black. 🎃🦇

But here’s the thing: the best Halloween emails aren’t just pumpkin headers and spooky fonts. They take the season and tie it back to what customers already love (whether that’s party prep, cozy self-care, or even stress relief for your dog).

We pulled 12 Halloween emails that actually nailed it.

Use these as inspiration for your own campaigns, because Halloween is one of the few times of year when you can ditch subtlety, have fun, and still drive clicks.

Also inside:

✔️ The anatomy of a perfect BFCM email
✔️ Thinking about selling through TikTok Shop? A guide to fulfillment.
✔️ Sneak Peek: Stand Out Strategies for Competitive Markets in eCom
✔️ DTC Wins: Graza's pop-ular launch

Let’s get into it 👇

The anatomy of a perfect BFCM email (backed by billions of sends)

When inboxes are more crowded than a mall on Black Friday, small details make the biggest difference. Subject line length, discount size, CTA placement... every choice impacts opens, clicks, and sales.

That’s why Omnisend broke down the data from billions of BFCM emails into a simple template you can copy:

• Subject lines that get opened (7 words, ~40 characters)

• Discounts that actually convert (10–25% works best)

• CTAs, product recs, and social proof that drive action

Don’t leave revenue on the table. Nail your BFCM email strategy with insights proven across millions of customers.

12 Spooktacular Halloween Emails to Learn From

Halloween is one of the few times of year when brands can ditch subtlety and have a little fun.

But the best emails don’t just throw pumpkins into a header image. They connect the season back to what customers already love about the brand.

Here are 12 Halloween emails that nailed it.

1. Rebel Rabbit

Subject line: 🐇 Don’t Ghost Yourself: Order by Tomorrow! 👻

Rebel Rabbit uses urgency as the main hook, tying it to the Halloween theme. The headline “Make Halloween” keeps it simple, while the copy warns readers that nothing’s scarier than running out of their favorite buzz. They highlight the last day to order for guaranteed delivery before Halloween, making FOMO the centerpiece.

Why it works:

• Deadline-driven urgency motivates immediate action

• Seasonal tie-in with spooky graphics (cobwebs, dark tones)

• Clear product focus with variety packs shown as “perfect for your Halloween party”

Takeaway: A hard deadline framed in Halloween language creates urgency that feels natural, not forced.

2. PrettyLitter

Subject line: ICYMI: FREE Bat Toy + 20% Off

PrettyLitter leans into playful wordplay (“Boo-tiful Litter,” “A Fang-tastic Deal Awaits”) while mixing promotion and added value. The offer combines 20% off with a free Halloween bat toy, making the deal feel festive and fun. The brand also keeps its usual social-proof section intact with reviews and customer quotes.

Why it works:

• Strong headline pun hooks the reader immediately

• Seasonal bonus gift (bat toy) makes the discount more relevant

• Heavy use of reviews reinforces trust and conversion

Takeaway: Holiday promos feel stronger when bundled with a themed freebie instead of just a discount.

3. Simpler Hair Color

Subject line: 🧪 Hair Dye Monsters to Avoid

Simpler goes creative by turning scary ingredients into “Hair Dye Monsters.” Each harmful chemical is framed like a Halloween villain (the “Hair Dye Demon,” the “Color Hazzard”), while the product positions itself as the hero that banishes them.

Why it works:

• Seasonal spin on education-based content

• Turns technical ingredients into something fun and easy to understand

• Strong product differentiation with health-conscious messaging

Takeaway: You don’t always need a discount. Seasonal content can spotlight product benefits in a fun way.

4. Lush

Subject line: Need to calm a sugar high?

Lush doesn’t lean into jump scares. Their Halloween email reframes the season as cozy self-care, spotlighting calming bath bombs and shower gels that feel magical in a quieter way.

Why it works:

• Sleepy theme ties directly to product benefits

• Copy continues the subject line’s sugar rush angle

• Shoppable layout with quality photos and CTAs

Takeaway: Halloween can be relaxing too. Lean into the feeling your products deliver. There’s always an angle if you’re willing to find one.

5. Reggie

Subject line: Don’t Let Halloween Spook Your Pup 😱

Reggie focuses on a unique angle—dogs and their stress during Halloween. The email emphasizes “peaceful Halloween” messaging and showcases calming chews, drops, and a feeder mat. The branding is warm and reassuring rather than spooky.

Why it works:

• Focuses on an overlooked seasonal challenge (pets scared by noise and sights)

• Clear solutions laid out as a product lineup

• Emotional connection for pet owners who want to keep pets safe

Takeaway: Holidays bring stressors. Showing how your product solves them can be just as powerful as a sale.

6. Pipcorn

Subject line: Save up to $12 on your Spooky Snack Bundle

Pipcorn makes Halloween all about togetherness. Their email connects spooky movie marathons with the perfect snack bundle, which turns their products into part of the experience.

Why it works:

• Tiered discount codes encourage bulk buying

• Flavors paired with cult classic films (emotional appeal)

• Playful copy like “gather your ghouls” sets the tone

Takeaway: Don’t just sell snacks, sell the experience. Pair your product with a seasonal activity.

7. Partners Coffee

Subject line: Halloween Candy & Coffee Pairings? You know it!

Partners makes their email interactive and fun by pairing favorite Halloween candies with different coffee roasts. Each team member shares a pairing, making it feel authentic and lighthearted.

Why it works:

• Unexpected twist on Halloween content (pairings instead of promos)

• Brings in personality by featuring staff favorites

• Visual pairings make the content snackable and shareable

Takeaway: Seasonal emails don’t have to be discount-driven. Creative content builds brand affinity too.

8. SAYSO

Subject line: HALLOWEEKEND CHECKLIST ✅

SAYSO sells cocktail-in-a-tea-bag mixers, and their Halloween email perfectly captures party prep energy. By weaving their variety pack into the must-do list, they become essential to the celebration.

Why it works:

• Checklist at the top is short, cute, and effective

• The copy nails the brand voice, like a friend hyping you up

• Explains exactly what’s inside the variety pack (while keeping it short)

• The “back in stock” angle creates some healthy FOMO

Takeaway: Make your product a key step on your customer’s seasonal to-do list.

9. Alice

Subject line: A WICKEDLY DELICIOUS HALLOWEEN TREAT

Alice, a mushroom chocolate brand, takes a unique approach. Instead of a standard promotion, they share a Halloween recipe (“Cookie Cauldrons with Spooky Sundaes”) featuring their product. Step-by-step instructions and visuals make it highly engaging, while product mentions stay natural.

Why it works:

• Content-first approach makes it feel valuable, not salesy

• Creative recipe angle ties the product to Halloween without forcing it

• Seasonal lifestyle play that still drives product consideration

Takeaway: Recipes, DIYs, and how-tos are strong seasonal hooks that work even outside food brands.

10. Surreal

Subject line: All hell breaks loose 🎃🦇

UK cereal brand Surreal thrives on absurdity, and their Halloween email takes it up a notch. A 10-step zombie survival guide weaves garlic, exorcisms, and cereal stockpiling into a bizarre but on-brand campaign.

Why it works:

• Headline and copy lean fully into Surreal humor

• Clean design keeps the email easy to read, especially on phones

• CTA buttons strategically placed at the bottom and top

Takeaway: Holidays are a free pass to crank up your weird factor, especially if it’s already your brand DNA.

11. Huel

Subject line: A scary good deal inside 👻

Huel keeps it simple with a Halloween-themed $15 discount, a bold skeleton graphic, and the headline “(Trick or) Treat yourself.” The copy is short and to the point—this is all about the deal.

Why it works:

• Big, bold hero image instantly communicates Halloween

• Headline plays on a familiar phrase with a seasonal twist

• Clear CTA and promo code reduce friction to purchase

Takeaway: For functional products, lean into bold visuals plus a clean discount for maximum clarity.

TL;DR: Your Halloween Email Survival Kit

Halloween gives you permission to experiment and be weird. So go for it!

Here’s what to remember:

✅ Stay true to your brand voice. Luxury, playful, or practical, your seasonal emails should still sound like you.
✅ Anchor to seasonal behavior. Think costumes, parties, snacks, or even stress relief. Tie your products to what customers are already doing.
✅ Play with creative formats. Checklists, GIFs, movie pairings, survival guides… structure can be as engaging as design.
✅ Use humor or surprise. In an inbox full of pumpkins, the unexpected always wins attention.

Trick or treat, email marketers. May your open rates rise from the dead.

Knowledge Drop:

Thinking about selling through TikTok Shop? 📦 Sales in the U.S. are up 120% YoY, and TikTok just laid out four fulfillment options for merchants. Here’s the breakdown you’ll want to see before choosing how to ship.

Sneak Peek: Stand Out Strategies for Competitive Markets in eCom

Inbox overload is real. Customers see 100+ emails a day... and sending more isn’t the answer. In next week’s episode of Send It!, Jimmy and Chase share 5 strategies to stand out in crowded inboxes, from off-peak timing to creative that pops.

They’ll cover how to:

• Use off-peak send times and behavioral data to beat inbox congestion

• Design standout creative that breaks “banner blindness”

• Lead with value-first content that customers look forward to

• Personalize beyond the first name with lifecycle and behavior-driven tactics

• Build exclusivity and community that transforms your list into a membership

🛎️ Subscribe to the channel and tap the bell to catch every new drop.

DTC Wins:

Graza's "pop-ular" launch 🍿 A limited-edition collab with BjornQorn, this light and airy popcorn is sun-popped in Graza’s “Sizzle” EVOO and finished with just the right touch of sea salt.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me, always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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