For sure, email marketing cannot stay out of the list of potential Halloween marketing ideas you should focus on.

Following a search, email is the second most effective channel to acquire customers, accounting for 7% of user acquisition in e-Commerce.

Amazon, Mango, Uniqlo, The Body Shop, Sephora sends numerous newsletters to their list when their promotions start, during campaigns, and a day or hours before campaigns end.

People hate promotional emails, but not on holidays season because promotion emails coming during the holidays bring discounts, freebies, free shipping, very good deals that they've been waiting the whole year to spend ~2/3 their annual shopping budget.

Tips to optimize your email automation strategy during holidays season:

• When promotion starts: send a captivating email to introduce your promotion, with a code to apply and a clear CTA that redirects to your store so customers can start shopping right away
• During promotions:
  • Send product recommendations email to customers every day, highlight the discount and count down to when your promotion ends
  • To those who abandon carts even when you give them discounts: send cart recovery emails with an additional bonus (as long as it does not hurt your profit margin) to get them back to finish purchase
• Before promotion ends:
  • Send a reminder (and try to create a sense of urgency, such as "Last 12 hours to grab 50% OFF all items") to get customers back
  • Consider giving additional bonuses/discounts/free shipping if you want to sell out quickly on the last day