While marketers typically begin deploying Halloween emails in September, last-minute mailings receive the highest response. According to a recent Experian study, the last 3 days of the 2014 Halloween season comprised 36% of total Halloween email volume and generated more than 58% of Halloween email revenue. Halloween campaigns offering free shipping or coupons had the highest transaction rates of all mailings.
On the lighter side, the study also highlights which costumes are trending ahead of 2014 levels, including Pikachu, Spiderman, Captain America, and Minion.