October brings cooler weather to San Antonio (finally), Halloween excitement, and Dia de los Muertos celebrations. It’s also the month when people start thinking about getting in shape before the holidays…or at least making one last push before the cookie-and-tamale season begins.
For wellness businesses, October email marketing is about balancing seasonal fun with genuine value. Here’s how to do it.
The “No Tricks, Just Treats” Promotion Email
Subject line: “No tricks…just 31% off your next visit this October.”
Run a Halloween-themed promotion that ties into your services. A few examples:
- Gym: “Scary-strong October challenge. Sign up this month, get your first month 31% off.”
- Yoga studio: “Spooky Stretch: Halloween-themed class on October 30th. Come in costume, class is free.”
- Massage therapist: “Treat yourself this October. Book a 60-minute massage, get a free aromatherapy upgrade.”
- Chiropractor: “Don’t let back pain haunt you. October adjustment special: $49 for new patients.”
Halloween gives you creative license that other months don’t. Use it. Playful subject lines, orange-and-black graphics, pun-filled copy…all of it increases open rates and engagement. For more on using seasonal themes to engage your wellness audience, our fall email marketing reset for health and wellness businesses covers strategies you can adapt year after year.
The “Holiday Prep” Value Email
This email has no promotion. It’s pure value…and that’s what makes it powerful.
Subject line: “Get ahead of the holidays: your October wellness checklist”
Body: Share practical advice for staying healthy as the holiday season approaches.
- Start building fitness habits now so the holidays don’t derail you
- Schedule your wellness appointments early…November and December calendars fill fast
- Set a realistic goal for Q4 (maintain your current fitness, not achieve peak performance)
- Prioritize sleep, hydration, and stress management before the busy season
End with: “We’re here to support you through the holiday season and beyond. Book your October sessions now at [booking link].”
Emails that help people without asking for anything in return build trust and keep you top of mind. When the calendar flips to December, our guide on planning content marketing for the January wellness rush helps you stay ahead of the competition.
The Dia de los Muertos Connection
Dia de los Muertos (November 1-2) is deeply meaningful in San Antonio. If it’s part of your personal or business identity, honor it thoughtfully in your communications.
Ideas:
- Share how your wellness practice honors the tradition of caring for mind, body, and spirit
- Create a special class or session inspired by the celebration…a candlelit yoga class, a meditation on honoring loved ones, a self-care ritual
- Partner with a local artist to decorate your space and share photos with your email list
If Dia de los Muertos isn’t part of your personal background, it’s fine to acknowledge it respectfully without centering yourself. Share community events happening around San Antonio…at Market Square, La Villita, or local cultural centers.
Segment Your October Emails
Not everyone needs the same message:
- Active clients: Send them the promotion and the holiday prep email. They’re engaged and likely to act.
- Lapsed clients (inactive 60+ days): Send a “we miss you” email with a special comeback offer. “It’s been a while…come back this October and your first visit is on us.”
- Prospects who never booked: Send the value email with a soft CTA. “Not sure if wellness coaching is right for you? Reply to this email and we’ll chat…no pressure.”
Three segments, three slightly different approaches. The effort is minimal; the impact is significant.
Set Up Your November Emails Now
While you’re in email mode, plan November too. Thanksgiving gratitude emails, Black Friday offers, holiday gift cards…draft them now so you’re not scrambling later.
The businesses that win the holiday season are the ones that plan in October, not December. Our social media guide for wellness businesses preparing for the new year can help you map out that November and December content plan.
Grow My Small Business helps San Antonio wellness businesses build email lists and digital marketing strategies. Free resources and templates at https://gift.growmysmallbusiness.com/.