The Super Bowl is one of the most exciting sports events of the year. A day that can potentially get pretty chaotic. You need to have your finger on the pulse of what is happening during the game to ensure you reach your target audience, stay relevant, and create memorable moments for your brand.
It’s imperative that you utilize email marketing to take control of the conversations happening between you and your customers. With record-breaking numbers of people choosing to stay at home and watch the big game on TV, this medium remains one of the most effective ways of engaging with your audience and keeping them interested in your brand and its products. Whether you’re sending out automated emails or engaging with your customers using manual techniques, the event itself is not what makes this a worthwhile marketing exercise. It’s what happens after the game that counts.
Many big brands have already begun to experiment with email marketing leading up to the Super Bowl. By taking a proactive approach to gathering data and using this to inform your strategy, you stand a chance of outperforming the competition and leaving a lasting impression on your audience.
Here, we’ll discuss how you can maximize the success of your Super Bowl email marketing campaign by following a series of useful tips. The better you execute these, the greater chance you have of scoring big with your Big Game experience.
Set A Deadline
The Super Bowl is an extraordinary advertisement opportunity, and for good reason. Millions of people around the world will be watching the game and subsequently opening up their email accounts to receive your messages. It’s crucial that you take advantage of this by setting a deadline for when you need to have your email ready for broadcast. If you’re planning on using a service like Mailchimp to distribute your email, you can set up autoresponders so that individuals who subscribe to your list receive regular communication from you.
If you’re going to be sending out mass emails, it’s important to have them done well in advance of the game to ensure that everything is arranged. This also allows you to take advantage of any last-minute cancellations and send out duplicate communications should someone sign up for your email list during the last minute rush.
The first step to creating an effective email marketing campaign is to identify your target audience. You do not want to send the same message to everyone, as this will result in ineffective engagement. To ensure your emails are relevant and valuable, you need to form a solid understanding of your individual recipients. What do they want? What are their interests? Create personas so you can tailor your messages to inspire action.
A simple approach to creating personas is to think of yourself as a prospective customer and create a fictional profile. This could include things such as your company’s website, social media handles, email, and any other relevant data that you can think of. The more you know about your target audience, the better you can tailor your messages to encourage action. If you want to get really fancy, you can use a tool like Snowflake to create detailed buyer personas. This way, you’ll develop a detailed picture of who is reading your emails and engaging with your content. You can also use this tool to map the buying journey and determine what stage your target audience is at in relation to making a purchase. This will assist you in identifying the right content to engage with them, based on their previous actions. To truly achieve maximum impact from your email marketing campaign, it’s important to not only reach your intended audience but to inspire action. This is why you need to put in the time to create the most detailed and individualized personas possible.
Segment Your Audience
Once you’ve established a link with your customers, you can use a tool like Mailchimp to distribute your email. The better you segment your audience, the more you can tailor your strategy to deliver the right content to the right person. To start, you can use the “Newsletter signup” form on your website to collect email addresses. You can also do this via a simple Facebook invite or a Google Forms link in an email.
After you’ve had some initial success, you can start to think about how you can further segment your audience. For example, you might want to focus on a specific group within your target audience. Is there a certain stage they’re in? Are they an individual with a lot of power who can influence the purchasing decisions of your potential customers? Do they live in a certain region? What is their age group? These are just some of the many questions you can ask to form a segment and begin to focus your efforts on engaging with this group specifically.
Prioritize Key Performance Indicators
Using key performance indicators (KPIs) is a great way of measuring the success of your email marketing campaign. What are these? Essentially, KPIs are metrics such as open rate, click-through rate, and unsubscribe rate that you can measure to determine the effectiveness of an email marketing campaign. To start, you can measure the number of people who opened your email message, based on the type of content within it. The higher your open rate, the more engaged your audience.
A higher open rate indicates that your email was interesting and useful to your target audience. If you want to get really fancy, you can also look at the engagement metrics like clicks, dwell time, and bounce rate to see how much an individual engaged with your content. The lower the bounce rate, the more engaged your audience.
A high click-through rate (CTR) means you’re compelling your audience to click on a call to action (e.g., a link, button, or specific text) in your email. A low unsubscribe rate indicates that your email content is valuable and engaging enough to cause someone to consider unsubscribing. When designing your marketing emails, you want to make sure that these three factors — open rate, CTR, and unsubscribe rate — are maximized.
Incorporate Social Media
In the past, this would have been considered “out of the ordinary” to incorporate social media in your email marketing campaign. While many firms still consider this to be a bit eccentric, the practice has become so commonplace that the term “digital marketing” has been coined to identify this practice.
If you want to truly succeed as a digital marketer, you must become proficient at incorporating social media in your emails. Doing this effectively takes some practice, so take the time to experiment and figure out what works best for your brand.
One of the simplest and most effective ways of doing this is to simply follow the lead of the big brands already taking advantage of this platform. When designing your emails, you want to choose a template that is easy to customize and incorporates key social media platforms like Twitter, Instagram, and Facebook. Doing this can help you gain credibility with your audience, as they’ll see that you are “trying to be cool” like them.
Personalize Your Emails
Nowadays, people are much more receptive to personalized emails, as it makes the communications feel more relevant. For this reason, you should always strive to make your emails as personal as possible. This might mean sending out individualized emails based on an individual’s interests or behavior. The possibilities are endless!
To take advantage of this trend, you should look to utilize personalization tools like TailorMail or GetResponse’s Dynamic Branding feature. A good rule of thumb is to think of something unique that will make each email stand out. This is known as “personalized branding.” To start, you can choose a simple email template and get creative with the add-ons you can inject into it. For example, you might want to choose a jokey template and insert a few jokes into the email.
An email sent out using TailorMail, with an added “Hey there” at the beginning followed by a brief mention of what the customer is signing up for, would look something like this:
“Hey there. Thanks for signing up for my weekly newsletter. In this issue, I’ll be covering all the most recent developments in AI and marketing. Signing up for my newsletter is the best way to make sure you stay in the loop. Thanks again!”
By using personalized emails, you can ensure that your customers feel that what they are reading is relevant to them. Not only that, but you can also use this feature to show that you’ve been thinking of them and are trying to provide more value. This makes them more likely to engage with your content and continue to receive your communications. It also shows that you care enough to take the time to get personal.