Creating a content calendar in advance gives supplement brands a clear advantage during October. It’s a tough month for DTC – consumers have cottoned on. They know everything is going on sale in November, so they hold off. That means discount-heavy emails won’t cut through. Brands that lead with value now will stay top-of-mind when wallets open. This post outlines eleven strategic email campaigns and two SMS ideas to help your brand stay visible, trusted, and ready for the Q4 wave.
Email in October
October brings cooler weather, mood shifts, and earlier nights. Customers start focusing more on wellness, energy, immune health, and pre-holiday resets. It’s a strong time for supplement brands to position their products as tools for consistency, balance, and preparation for the winter ahead.
This content calendar gives you a variety of formats – plain text, product-focused, value-driven, evergreen, and poster-style – so your messaging stays fresh and effective.
October Content Calendar: 10 Email Campaigns
Each email idea includes its format, angle, and suggested timing. Feel free to adapt based on product availability, sales activity, or customer engagement trends.
1. Plain Text Email – “Back Into Rhythm”
Send Date: Oct 1
Segment: All past purchasers + engaged non-buyers (opened or clicked in the last 45 days)
Angle: Simple message from the founder about re-establishing routine and supporting energy levels with your product.
CTA: “Here’s what I’m using to stay focused → [Product Page]”
2. Value Email – “3 Ways to Improve Sleep This Month”
Send Date: Oct 4
Segment: Engaged non-buyers + customers who purchased sleep-related products
Angle: Practical sleep tips tailored for colder months. Tie into the product gently.
CTA: “Learn More About Natural Sleep Support → [Product Page]”
3. Product Focus Email – “The Evening Ritual That Works”
Send Date: Oct 7
Segment: Past purchasers of calming or sleep-related SKUs
Angle: Frame the product as part of an evening ritual that improves calm and rest.
CTA: “Try the Ritual Tonight → [Product Page]”
4. Poster Email – “48-Hour Sale Starts Now”
Send Date: Oct 10
Segment: High intent (clicked product pages in the last 14 days)
Angle: Direct, urgency-based offer. No fluff.
CTA: “Shop the Sale Now”
5. Plain Text Email – “This Month Almost Got Away from Me…”
Send Date: Oct 13
Segment: Lapsed buyers (no purchase in 90+ days) + high openers
Angle: Personal note from founder about stress and staying grounded.
CTA: “Here’s the one thing I stuck with → [Product Page]”
6. Value Email – “A Simple Detox Order That Works”
Send Date: Oct 16
Segment: Engaged non-buyers + new subscribers (joined in the last 30 days)
Angle: Educational breakdown of proper detox sequencing.
CTA: “Explore Foundational Detox Tips → [Blog or Product Page]”
7. Product Focus Email – “Why Our Magnesium Formula Is Different”
Send Date: Oct 19
Segment: Engaged list excluding recent purchasers of magnesium
Angle: Educate about blend differences and why they matter.
CTA: “See Why We Chose This Blend → [Product Page]”
8. Poster Email – “Free Shipping Ends Tonight”
Send Date: Oct 22
Segment: High intent (abandoned cart + clicked product links in last 7 days)
Angle: One-line email with a hard deadline. Best sent late afternoon.
CTA: “Claim Free Shipping Now”
9. Value Email – “3 Podcast Episodes We Loved This Month”
Send Date: Oct 25
Segment: Full list (all non-unsubscribed, including non-buyers)
Angle: Build goodwill by sharing useful lifestyle content.
CTA: “Save These for Later → [Instagram Post or Product Page]”
10. Evergreen Email – “Start With One Supplement”
Send Date: Oct 30
Segment: New subscribers (joined in the last 30 – 60 days) + never purchased
Angle: Reduce overwhelm. Offer one product as the perfect place to start.
CTA: “Start Here → [Product Page]”
Two SMS Campaigns for October
SMS 1 – “Back in Stock”
Send Date: Mid-October
Segment: Waitlist signups or people who viewed/purchased the product in the past
Copy: “[Product Name] is back. Limited batch. Order now → [Link]”
SMS 2 – “Free Shipping Ends Tonight”
Send Date: Oct 22 (same day as Poster Email)
Segment: Engaged SMS list + recent site visitors
Copy: “Last chance for Free Shipping. Ends tonight → [Link]”
Mistakes to Avoid in October
- Sending every email to the full list.
- Overusing discount language without mixing in value.
- Skipping plain text emails, which often perform best for replies and engagement.
- Ignoring new subscribers who are ready but unsure where to begin.
Key Takeaways for Your October Content Calendar
- Lock in your content calendar before mid-month.
- Mix formats to keep open rates strong and engagement consistent.
- Speak to seasonal shifts: energy dips, earlier nights, mood, and focus.
- Keep SMS simple and tied to key offers.
- Use value to build trust before the Q4 promo wave begins.
If you’d like a fully custom content calendar built around your unique product lineup, growth goals, and customer segments, reach out to Shawfire Media. We build retention systems that keep your brand relevant year-round – without chasing discounts.
