Complete Halloween spending within the US is predicted to hit a report $10.6 billion in 2022, with the typical family planning to splash out greater than $100 on the spooky vacation.
That’s an entire lot of jack-o’-lanterns, Spider-Man costumes, and sweet corn.
What’s extra, figures from the Nationwide Retail Federation present that 69 p.c of Individuals plan to have a good time Halloween this yr. For comparability, that’s the next proportion than a bunch of different massive seasonal holidays, together with St Patrick’s Day (54 p.c) and Valentine’s Day (53 p.c).
Huge ranges of participation? Widespread enchantment that cuts throughout demographic divides? Huge quantities of cash being spent? No marvel Halloween is such a giant deal for retailers.
That will help you capitalize on “spooky szn”, I’ve rounded up seven of the very best Halloween advertising and marketing methods I’ve seen this yr. Be happy to select your favorites from my checklist and use them as inspiration to your personal Halloween campaigns.
1. Develop Your E mail Listing With Seasonal Popups
If you happen to’ve ever learn any of our content material earlier than, you’ll know we’re massive proponents of electronic mail advertising and marketing.
(And for those who haven’t, I hope you want what you’ve seen to date.)
In line with Litmus, electronic mail advertising and marketing delivers an unparalleled ROI of 36:1. It’s too essential a channel to disregard at any time of yr, and Halloween is not any totally different.
However electronic mail advertising and marketing will solely work for those who spend money on constructing your electronic mail checklist.
With out an ever-growing database of present and future clients wanting to study extra about who you might be (and what you promote), you’re not going to see the outcomes you want.
So how do you construct an electronic mail checklist to help your Halloween campaigns?
The most effective methods is to add an electronic mail seize popup to key pages in your web site. If you may make it at the least considerably Halloween-related, all the higher.
Now, I do know what you’re pondering. “Skeletons, pumpkins, and cobwebs aren’t a fantastic match for my model. I don’t need to splash them throughout my homepage and class pages.”
Don’t fear—you possibly can all the time take a barely extra refined strategy by using a easy, seasonal-themed popup.
On this instance, BlackMilk Clothes makes use of a fall-related popup to seize electronic mail addresses:
This popup feels sufficiently seasonal with out being off-putting (or off-brand).
My favourite factor about this popup? The usage of imagery.
Not so way back, we analyzed a couple of billion web site popups. Our analysis discovered that image-based popups convert 83.57 p.c higher than popups with out photographs:
Certain, a 3.8 p.c conversion charge won’t sound enormous. Nevertheless it implies that for each 10,000 individuals who go to a webpage containing a popup, you possibly can anticipate so as to add one other 380 names to your electronic mail checklist.
Stick with it and you may rapidly seize hundreds of beneficial electronic mail addresses from potential clients who’re prepared and ready to listen to about your Halloween gives.
2. Run a Halloween-Themed E mail Marketing campaign
Okay, so that you’ve constructed up your electronic mail checklist.
Now it’s time to capitalize on all that arduous work by sending a Halloween electronic mail marketing campaign. There are many ways in which would possibly work. For example, you possibly can:
- Launch a flash sale
- Invite clients to share user-generated content material
- Supply Halloween-themed product suggestions
- Promote a Halloween-related product launch
- Run a Halloween competitors or giveaway
First up, right here’s an instance from clothes model Johnny Cupcakes, which promoted a special Halloween-based product launch day by day for 2 weeks:
Certain, this strategy isn’t going to work for each model. For a few of you, Halloween simply isn’t a sufficiently big deal to justify that degree of consideration.
However bear in mind, this can be a vacation with mass enchantment. And with 67 p.c of Individuals planning to spend cash on costumes forward of Halloween 2022, it’s an actual slam dunk for attire entrepreneurs (as a result of not each “costume” has to contain fancy costume).
In my expertise, this type of multi-day marketing campaign is a implausible technique to construct engagement. If somebody opens the primary electronic mail within the marketing campaign, there’s an excellent likelihood they’ll click on all of the others too.
Simply be sure to kick off your electronic mail sequence with a fascinating topic line that clearly explains the marketing campaign, like Johnny Cupcakes did right here:
Not solely does this electronic mail topic line make it clear that this can be a multi-day marketing campaign, but it surely additionally makes use of actionable language (“prepare…”) to encourage individuals to work together.
(N.B. Need extra inspiration? Take a look at our roundup of probably the most artistic Halloween electronic mail examples we’ve seen.)
3. Construct a Halloween Touchdown Web page
Let’s say you’ve taken a leaf from Johnny Cupcakes’ e-book by launching an entire assortment of Halloween-themed merchandise.
Naturally, you’re planning to advertise them via electronic mail advertising and marketing.
However you additionally need to show them prominently in your web site all through spooky season.
The answer? Construct a devoted Halloween touchdown web page, like this one from underwear model Shinesty:
This strategy has a pair advantages:
- It provides you an apparent vacation spot web page to your Halloween emails.
- You possibly can add the class web page to your web site navigation, making it straightforward for guests to seek out your Halloween-related merchandise.
- It helps herald search site visitors by providing you with a web page to focus on seasonal key phrases.
On that final level, we will see that Shinesty’s touchdown web page ranks within the prime #5 on Google for beneficial phrases like “Halloween lingerie” and “Halloween underwear”, which generate hundreds of searches all through September and October:
4. Promote a (Spooky) Model Collaboration
Searching for a technique to give your Halloween advertising and marketing technique somewhat X-factor? Contemplate teaming up with one other model for a co-promotional marketing campaign.
This technique places you in entrance of your accomplice model’s viewers, giving you a chance to promote to individuals who would possibly by no means have thought of shopping for from you earlier than. And with analysis from Visible Objects revealing that 71 p.c of customers take pleasure in co-branding partnerships, it’s straightforward to see why a rising variety of manufacturers are open to collaborations.
After all, the success of any model collab hinges on discovering the appropriate model to accomplice with. The objective is to accomplice with a model that:
- Has the same viewers to yours…
- However doesn’t have the very same viewers…
- And isn’t a direct competitor.
It may be powerful to discover a prepared collaborator that ticks all these containers.
Nevertheless, BarkBox obtained it precisely proper this yr by becoming a member of forces with one of many spookiest “manufacturers” I can consider—the hit Netflix sequence Stranger Issues:
This can be a nice match. Not solely is it straight related to Halloween, but it surely additionally performs on the shared traits of each audiences, as I’m about to exhibit…
Stranger Issues is hottest amongst youthful audiences, with 31 p.c of Individuals aged 18–29 saying they watched each episode, and an extra 17 p.c watching at the least a number of the present.
So it’s a giant hit with Gen Z and Millennials.
Conveniently, Millennials occur to symbolize the most important share of pet house owners within the US, with 32 p.c proudly owning a pet. They usually’re additionally extra possible to purchase presents for his or her furry pals than different demographics, with a 2020 survey revealing that the typical US Millennial deliberate to splurge $51 on their pets throughout the vacation season.
Taken collectively, these shared traits make for an ideal model partnership.
5. Use Gamification to Drive Engagement
Maybe greater than every other vacation, Halloween is about having enjoyable.
Few, if any, of us plan to trek throughout the nation to spend October thirty first with our mother and father. As an alternative, it’s about attending events, carrying fancy costume, going trick-or-treating with the youngsters, and usually overindulging in sugary snacks.
That sense of enjoyable is unquestionably one thing to lean into along with your Halloween advertising and marketing campaigns.
One strategy is to make use of gamification—including typical parts of game-playing, like factors scoring or competitions, to in any other case mundane actions. Analysis revealed within the Journal of Enterprise Analysis exhibits that customers discover it extremely partaking, with the authors concluding:
“The outcomes indicate that gamification can positively have an effect on model engagement and additional enhance model fairness, and that gamification seems to be an efficient approach for model administration.”
MAC exhibits us how this would possibly work as a part of a Halloween advertising and marketing technique:
Fairly than merely providing clients a set proportion low cost, it provides them an opportunity to “win” a special prize day by day all through October by spinning a (digital) wheel on its web site.
The added air of secrecy makes this a extra compelling provide than a traditional limited-time provide.
6. Goal Final-Minute Buyers
Google Tendencies exhibits us that shopping-related searches on the subject of Halloween climb all through October, solely peaking on the day itself:
What does this inform us? That for a lot of consumers, Halloween purchases are an (extraordinarily) last-minute determination.
When you consider it, this isn’t shocking. Certain, plenty of us love Halloween. Nevertheless it’s not precisely up there with Christmas when it comes to shopping for priorities. Most individuals don’t begin panicking about their Halloween purchasing checklist weeks or months prematurely.
Use this data to your benefit in your Halloween advertising and marketing technique by sending emails focusing on last-minute consumers—individuals who completely want a fancy dress, meals and drinks, or a pumpkin-shaped mini waffle maker days earlier than October thirty first:
This electronic mail from Mattress Bathtub & Past acts as a helpful reminder for purchasers who haven’t fairly obtained spherical to purchasing their Halloween necessities but.
Not solely that, but it surely additionally successfully leverages the sense of urgency to compel consumers to act now. As with every type of shortage advertising and marketing, this strategy permits Mattress Bathtub & Past to drive purchases with out having to supply a reduction.
7. Be part of the Dialog
We all know that Halloween is a giant purchasing occasion, and one which appeals to a broad vary of viewers demographics.
However that doesn’t robotically make it an ideal match for each model. Your clients are theoretically excited by shopping for one thing for Halloween, however your merchandise won’t function on their purchasing lists.
So what do you do?
My recommendation is to be part of the dialog, like Greetabl does on this Halloween electronic mail instance:
Greetabl sells playing cards and presents. Let’s be sincere: neither of these classes is a pure match for Halloween. I’ve been to my fair proportion of Halloween events, however I’ve by no means as soon as thought to purchase the host a greeting card.
However by merely sending a Halloween-themed electronic mail, Greetabl provides itself the chance to generate a bunch of gross sales that it in any other case wouldn’t have seen.
If you happen to’re in the same boat, watch out to not overdo it.
Up to now in October, Greetabl has devoted 50 p.c of its advertising and marketing emails to Halloween—a far decrease proportion than a number of the different manufacturers I’ve talked about. For example, 77 p.c of Johnny Cupcake’s October emails have been Halloween-themed.
Identical to at any time of yr, your objective right here is to faucet into broader developments whereas staying true to your model.
Bear in mind why individuals purchase from you, observe your social channels, and signal as much as your advertising and marketing emails—and provides them extra of what they need.
Develop Your Viewers With Drip
Hopefully, my roundup of Halloween advertising and marketing methods has demonstrated the worth of constructing an engaged electronic mail checklist.
Struggling to transform drive-by web site guests into loyal electronic mail subscribers and paying clients? Drip will help.
With our instruments, you possibly can construct dynamic, partaking kinds and popups in seconds.
Begin with considered one of our high-quality pre-built templates then customise to your coronary heart’s content material. Swap the buttons, tweak the font, and add your individual distinctive fashion—all with out typing a single line of code.
The most effective factor of all? You possibly can attempt it without spending a dime by signing up to your 14-day free trial. We gained’t even ask to your bank card particulars.