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.
TV Land created this highly-engaging email to promote the season premiere of “Hot in Cleveland,” a sitcom starring Betty White, using Movable Ink’s agile email marketing platform. Here are 5 reasons why we love this email:
- Live show using live content. The first episode of the new season of “Hot in Cleveland” was aired live. By creating an email using live content, TV Land successfully added to the real-time nature of the season premiere.
- Streaming countdown clock showed the days, hours, minutes, and seconds left until the show started.
- Deep link to Twitter app on mobile allowed fans to wish the cast well before the live show with a pre-populated tweet.
- Live stream of latest tweets showed the real-time social chatter that included the #HOTLive hashtag.
- Embedded video of the “Hot in Cleveland” cast played directly within the inbox, with no need to launch an external media player or web browser.
This week’s most innovative agile email marketing campaign comes from ESPN. ESPN used multiple agile elements to create a one-of-a-kind user experience around the NFL Draft. To do so, they incorporated a dynamic countdown clock, real-time information on the current draft round, and live sports commentary from social media.
Kyle Frey from our Customer Success team collaborated with ESPN on this campaign, and gave his view on what made this email so successful:
Brooke Burdge, Marketing Manager: What stands out to you about the ESPN NFL Draft campaign?
Kyle Frey, Customer Success: This campaign transforms the email into much more than a one-time communication. Instead of using the email as a way to redirect their audience to various other online locations, ESPN was able to deliver real-time information about the NFL Draft in a single location. ESPN made their viewers’ interests a priority by giving them what they’re interested in, and making this easily accessible from the inbox.
BB: Can you give more detail about how the agile elements of this email worked?
KF: Sure. The countdown timer showed how many days, hours, minutes, and seconds remained until the next NFL Draft round. Once the draft started, the countdown timer changed to a call-to-action button where fans could click to watch the draft live. The clock then restarted after each draft round ended, counting down to the next round.
The main display showed the current draft pick in real time on the left, coinciding with live social tweets from NFL commentators on the right.
BB: What do you consider the biggest lesson from this campaign?
KF: The biggest lesson here is to envision your email campaign as more than a static way to remind or educate your audience. Email has the power to deliver something unexpected, and to create an engaging and enriching experience. ESPN did an incredible job of maximizing the full potential of email with this dynamic campaign.
Thanks, Kyle! To learn more about incorporating live content into emails, visit the Movable Ink Platform page.
This week’s featured Agile Email Marketing campaign is from Finish Line, and shows the power of pairing social media with a countdown clock to drum up excitement for a highly anticipated product launch. Vince PeGan from our Customer Success team worked with Finish Line on this campaign, and gave his perspective on what made this email stand out.
Brooke Burdge, Marketing Manager: What was Finish Line looking to accomplish with the Jordan Retro 8s campaign?
Vince PeGan, Customer Success: The Jordan Retro 8s have a huge following, and sneaker fans were extremely excited about the upcoming release. The team at Finish Line wanted to build buzz around the start of the sale, while also giving their customers answers to questions they might have about the shoe’s launch.
BB: How did this email achieve their goals?
VP: They accomplished their campaign goals in two main ways: First, Finish Line used our Countdown Clock app to embed a dynamic, ticking clock in the email that showed the hours, minutes, and seconds remaining until the Retro 8s would be available. Doing this added a sense of urgency and transparency around the time-sensitive promotion.
Second, they used our Tweets app to embed the @FinishLine Twitter handle and the company’s latest tweets directly into the email message. This allowed customers to easily see some of the latest questions and answers related to the Jordan Retro 8s. Showing real-time conversations about the shoe added a powerful element of social-proof. Sneaker fans were able to see the conversation happening live online, which gave them a more compelling reason to join in.
BB: What do you think is the big takeaway from this Agile Email Marketing campaign?
VP: It all comes down to the customer’s experience. Finish Line kept their customers in mind throughout each step of this campaign’s development. They understood how much their customers were anticipating the release of this shoe, and used live tweets to address customer inquiries by answering the most common questions ahead of time, and pushing those conversations into email. At the end of the day, by utilizing multiple Movable Ink apps, Finish Line was able to deliver a truly engaging experience to their customers.
To learn more about incorporating live content into emails, visit the Movable Ink Platform page.