Ah, Halloween! For some, an opportunity to dress up as this year's biggest Netflix sensation, or raid Poundland for all the spooky paraphernalia you can get your hands on to deck out your house. For others, a time to cower at home with all the lights off to avoid pesky trick-or-treaters.
For marketers, however, the 31st October is a magical time to break the brand rules and have some fun—especially if (like us) you have a penchant for puns.
And so, in the spirit of Halloween, here are seven great emails that stood out in our inboxes this 31st October.
1) Nip + Fab
Why we love it: From an eerie endless loop GIF in the header to a handy Halloween makeup tutorial (featuring makeup influencer @Luevue), skincare supremos Nip + Fab pulled out all the stops this Halloween.
Why we love it: Our pals at personalised children's book retailer Wonderbly treated subscribers to the following mail out this week, giving recipients the choice between some fun Halloween-themed content (who doesn't want to impress their friends with a spooky magic trick?) or a tasty 10 per cent discount.
Why we love it: Personalised stationary retailer Papier absolutely nailed the copy of its Halloween-themed newsletter this year, inspiring subscribers to splash out on its hauntingly cool cards and invitations just in time for a pumpkin-carving party or fright night. (The "Monster Mash" one is our personal favourite.)
Why we love it: Who says treasure hunts are only for Easter? This October, faux fur fashion brand Shrimps sent out an email promoting its super(naturally) cool interactive on-site experience, inviting shoppers to 'find ghosts' to win a prize. Extra points for great GIF-age.
Why we love it: If macabre makeup or plastic spiders just ain't your jam, this more wholesome Halloween email from Hunter might be more up your street. We love how the brand uses the occassion to promote its #HUNTERBOOTS competition (and simultaneously bag itself heaps of autumnal user generated content (UGC) in the process).
6) Warby Parker
Why we love it: Ometria's all-time marketing crush Warby Parker won at Halloween once again this year, with its ingenious 'Costume Council' SMS chatbot—perfect for the indecisive Halloween party-goer. By simply replying to questions with an emoji, subscribers were treated to a personalised costume suggestion. We ❤️ you, Warby.
Why we love it: Along with a great subject line ('Move over, Morticia!'), we loved how Dorothy Perkins included a link to a useful blog post on last-minute Halloween costume inspo. We'd have added links to relevant items in the store to give it an added element of spooky shoppability (one for next year, perhaps?).
... Here's to October 2018 🌟
We hope this post has fueled your inner-witch, showing you all of the spook-tacular ways your brand can mark All Hallows' Eve next year. To check out more boo-tiful examples, check out our Halloween Pinterest board below. Until then: "creep it real".