We\u2019re less than a month away from one of the biggest marketing moments of the year<\/strong> (oh, and I guess one of the biggest days in American sports too).<\/p>\n The Super Bowl, set for February 2nd this year, is one of those few days in the year where nearly everyone\u2019s attention will be on one event. Reaching over 100M viewers every year, the Super Bowl brings in nearly 3x the traffic you can expect from other major events<\/strong> like the Oscars, NBA Finals, or a regular season football game. The best performing TV show might reach 15-16M, but nothing ever comes close to the Super Bowl on an annual basis. Ok yes, the FIFA World Cup Final certainly outperforms the Super Bowl with a global audience of 163M in 2018<\/a>, but this is not only a global event but an event that only takes place once every four years.<\/p>\n \u00a0<\/p>\n The point is, the Super Bowl presents a rare opportunity for you as a marketer, and given email marketing continues to drive the highest ROI compared to other marketing channels<\/strong> (yes, including social media, digital advertising, and,\u00a0of course,<\/em>\u00a0Super Bowl commercials), it\u2019s a rare opportunity to leverage this event to drive more conversions from email.<\/p>\n In this post, we\u2019ll help get you ready for this event with some tips on how to optimize the impact you can get from your email campaigns before, during, and after the Super Bowl<\/strong>. We\u2019ll also take a look at some tips for your Superbowl email subject lines.<\/p>\n In the lead up to the Super Bowl there is a lot you can do to ensure that both you, and your customers are ready for the big game.<\/p>\n Roughly half of the Americans that watch the Super Bowl plan to do so at a party, that means over 50M people will be out of their house, bringing food, drinks, and gifts. In fact, 79% of people planned<\/a> to spend money on food, beverages, or other merchandise in 2018. As you can imagine, spending on Super Bowl Sunday has gone up every year and is up over 60% in the last decade. In 2018 spending reached $15.3B with 25-34 year olds spending the most, with an average of $118.43 each<\/a>.<\/p>\n To capture your share of this pie, you need to anticipate your customers needs and wants for the day, and help them spend their money the best way<\/strong>. This could include sending relevant and personalized sales a couple days or weeks ahead of time, like deals on dip bowls, food, big screen TVs, or streaming packages.<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n Or you could help your customers have a stress-free day by letting them pre-order certain items ahead of time, like pizza or wings.<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n Almost as important as getting your customers ready for the Super Bowl is getting you and your marketing team ready as well. As you\u2019ll see in the next section, there are many marketing opportunities during the game that you\u2019ll want to be ready for, and as our VP of Sales always liked to say: \u201cIn anything, Preparation is 90% of your Success!\u201d<\/strong><\/p>\n There are a lot of knowns and predictable moments in lead up to the Super Bowl, and you should use this to your advantage. We\u2019ll start off easy:<\/p>\n But let\u2019s go beyond this.<\/p>\n We\u2019ll have a few more tips for you later on, to show how you can leverage the obscene ad dollars from major brands ($5M for a 30-sec ad) to help your own campaigns. Can\u2019t Wait? Jump over to our tips for after the Super Bowl.<\/a><\/em><\/p>\n Ultimately, with all of this information up front you can<\/strong> begin to plan your email campaigns accordingly<\/strong>. If you want engagement on your site, you can schedule a campaign to go out three hours before the game to advertise last minute deals. If you want to take advantage of moment marketing, you could get your design team ready with images, related to football or the halftime show so you\u2019re ready to quickly send a relevant email campaign at a moment\u2019s notice.<\/p>\n Prepare. Prepare. Prepare.<\/p>\n There is a lot happening when the game is on, and of course people are distracted. While, as we already mentioned, many people are actually checking their email and social media during the game and the commercials,<\/strong> you are going to see a noticeable drop in engagement during the game.<\/p>\n Moveable Ink<\/a> put together a really interesting study to look at if and how people are engaging with email during Super Bowl Sunday. They found that email open rates on Super Bowl Sunday were on par with open rates you can expect any other Sunday throughout the year. However, they did find that emails were opened much more frequently on smartphones and tablets<\/strong> than on desktop devices during this time.<\/p>\n \u00a0<\/p>\n This is understandable given people are away from their desks on most weekends, but it\u2019s a good reminder that it\u2019s important to ensure your emails are responsive on all devices<\/strong>,<\/a> and also that your campaigns, CTAs, landing pages, and promotions are also optimized for mobile conversions.<\/p>\n Make it easy for people to go to your website or buy your product on a mobile device if you\u2019re planning on sending on Super Bowl Sunday.<\/strong><\/p>\n While of course social media, like Twitter, has quickly become the digital channel people are engaging with during the Super Bowl to discuss the game and the commercials, they are often engaging with brands, websites, and search.<\/p>\n Patrick Tripp, senior product marketing manager at Adobe Campaign explains why<\/a>: \u201cThey\u2019re using their mobile device to enhance their viewing experience by researching the celebrities and brands, new products\/services making their big debut and more. Most importantly \u2014 in addition to all of this second-screen activity \u2014 they\u2019re checking their email during the Super Bowl.\u201d<\/strong><\/p>\n While you can certainly take advantage of the fact that your customers are potentially reading your emails during the game, it\u2019s more important that you are leveraging re-marketing and contact capture opportunities that occur during the game.<\/p>\n For example, if someone is reading an article you wrote about the Super Bowl on your site during the game, or are researching your products, make sure you set up transactional email<\/a>s or automation workflows<\/a>\u00a0with promotions or calls to action to keep them engaged.<\/p>\n Kraft\u2019s Family Greatly Twitter campaign in 2018 directed people to a landing page where they were promoting an email newsletter with easy and delicious recipes.<\/p>\n Patrick Tripp from Adobe explains further. \u201cWith the right tools, marketers can create more than a spike in social mentions, but actually boost the bottom line by remarketing in email to create more meaningful, relevant engagements,<\/strong> leveraging insights they already have about the consumers\u2019 interest in the game \u2014 from the team they\u2019re rooting for to the brands they\u2019re researching and possible online shopping carts they\u2019ve abandoned.\u201d<\/p>\n Finally, there is of course moment marketing, making sure you are ready to jump on relevant moments from the game. Oreo won this game in 2013 with their \u201cYou Can Still Dunk in the Dark\u201d Twitter post during 2013\u2019s Super Bowl power outage, but many brands can take advantage of these moments on both social media and email to leverage a shared experience for brand awareness and engagement.<\/p>\nPreparing Your Email Strategy for the Super Bowl<\/h2>\n
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Taking Advantage of Email During the Super Bowl<\/h2>\n
Make Sure Your Emails Are Mobile Friendly<\/h3>\n
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Take Advantage of Retargeting with Email<\/h3>\n
Moment Marketing at the Super Bowl<\/h3>\n
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