For the young and young at heart, Halloween conjures an extra sense of magic. Dressing up, planning themed parties and collecting candy are time-honored traditions that bring lasting memories. But with the rise of social media, excitement around All Hallows’ Eve has expanded far beyond the 31st. From costume shopping to pumpkin picking, the month of October is filled with activities for families to enjoy as they approach the big day. And with more than 171 million Americans planning to celebrate the holiday, spending an average of $82.93 each, there are ample opportunities for brands to jump on board.
However, traditional Halloween email-based advertising campaigns may spook brands for entirely different reasons. Last year, a majority of Halloween-themed email campaigns fell flat, with only 6% of campaigns scoring read rates over 20%, according to a study by eDataSource from last year. Even scarier? Not one email reached an open rate of 50% or higher, demonstrating that consumers are looking for branded communication that truly resonates.
Read the full article as published in Huffington Post, for more on how brands can use earned content to help capture consumer excitement.