Emails We Love: ESPN’s ESPYS Awards

The email included live tweets from fans who used the #ESPYSBestTeam hashtag. (Click image to view full-size.)

Over 2 million sports fans tuned in to ESPN last week to watch The ESPYS, an annual awards show that recognizes excellence in sports performance. In advance of the show, ESPN launched this engaging agile email marketing campaign to encourage fans to vote for the best team. The email shown here was sent to a segment of subscribers who had previously identified the Miami Heat as their favorite team.

The email included live social media chatter from fans who used the #ESPYSBestTeam hashtag on Twitter, updated in real-time. A pre-populated tweet with the #ESPYSBestTeam hashtag was launched when a recipient clicked within the body of the email. If the email was opened on a mobile device and the Twitter app was detected as installed, the pre-populated tweet loaded directly within the Twitter app itself versus on a default mobile browser. Learn more about deep linking in mobile email here.

Once the awards were announced, the live tweets section of the email changed to reveal a summary of the winning athletes and teams (if you’re curious, the Miami Heat took home the ESPY for the best team).

Check out more examples of social emails on our Pinterest page.

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