The Super Bowl isn't just a football game—it's a cultural event. Millions of viewers tune in not only to watch the game but also to catch the iconic commercials, which often turn into viral moments. But did you know that the Super Bowl is also an excellent opportunity for email marketers to flex their muscles?
Running a “Super Bowl” campaign—something big, bold, and memorable—could help elevate your brand and drive engagement. But just like in football, a winning campaign needs strategy, coordination, and the right plays.
So, how can you run a Super Bowl-worthy email marketing campaign? Let’s break it down.
1. Tailor the Campaign to the Event: Get in the Spirit!
First things first: Just like the teams in the Super Bowl embrace the energy and excitement surrounding the big game, your email marketing campaign should also tap into the Super Bowl spirit.
- Theme It Right: Consider tying your email campaign to Super Bowl themes—think football, fan culture, big-game excitement, tailgate parties, snacks, and even team rivalries. These associations will help create an immediate emotional connection with your audience.
- Limited-Time Offers: Similar to how Super Bowl ads create urgency, offer time-sensitive deals that reflect the hype. “Super Bowl Sunday Sale,” “Win Tickets to the Big Game,” or “Exclusive Game-Day Discounts” can resonate with the occasion and drive urgency.
- Incorporate the Super Bowl’s Visuals: Use game-related imagery—footballs, helmets, stadiums, team logos, etc.—in your design, but be sure to maintain your brand’s unique identity. If you have a local tie to a Super Bowl team, tailor emails to celebrate that connection.
2. Create Engaging, Interactive Content
Super Bowl commercials are known for their creativity and interactivity, and your emails can mirror that level of engagement. Create content that invites subscribers to actively participate. After all, engaging content can dramatically boost open rates, clicks, and conversions.
Here are some ideas to make your emails interactive:
- Polls & Surveys: A simple poll asking who people think will win the game or a survey about their favorite Super Bowl snack can engage subscribers while gathering valuable insights.
- Contests & Giveaways: Run a Super Bowl-themed giveaway. “Predict the Winning Team” or “Pick the Super Bowl MVP” contests work great and drive subscribers to interact with your email. Offer attractive prizes like merchandise, discounts, or free services.
- Countdowns: Use a countdown timer to build excitement and urgency in the lead-up to Super Bowl Sunday. A “Hurry! Only 24 Hours Left to Grab Your Game Day Deal” countdown adds energy and urgency to your email campaign.
3. Personalization Is Your MVP
In email marketing, the right message at the right time can feel like scoring a game-winning touchdown. Super Bowl campaigns are perfect opportunities to personalize your emails based on the audience’s behavior, preferences, and engagement history.
Segmentation by Interests: If your subscribers are sports fans, segment them into a list that receives game-related content. If you have a specific product tied to a particular Super Bowl team or region, send targeted messages that capitalize on that.
- Personalized Subject Lines: Personalization goes beyond just names. Use smart subject lines like, “John, Don’t Miss Out on Our Big Game Day Deals” or “Exclusive Offer for [Team] Fans, Just in Time for the Super Bowl!”
- Tailored Offers: For example, if you know a subscriber is interested in sporting gear, offer them a special discount on merchandise in the context of the game.
4. Build Anticipation and Momentum Leading Up to Super Bowl Weekend
Just like the hype around the Super Bowl grows as the day approaches, your email marketing campaign should build excitement over time.
- Pre-Game Teasers: Before Super Bowl Sunday, send teasers with hints about special offers, countdowns, or exclusive content. "Something BIG is coming this Sunday! Stay tuned."
- Email Sequence: Create a series of emails leading up to game day—each one offering a different angle. Perhaps one email could focus on pre-game party essentials, another on exclusive Super Bowl content, and then the big reveal for a post-game special offer.
- Game Day Emails: On the day of the Super Bowl, send out an email just before kickoff with a final reminder of offers, events, or contests that are still active. This will catch your subscribers while they’re preparing for the big game and encourage them to take action immediately.
5. Capitalize on Social Proof and FOMO
People love to be part of a crowd, especially during major events like the Super Bowl. Use FOMO (fear of missing out) and social proof to your advantage.
- User-Generated Content: Share customer reviews, social media posts, or photos of people enjoying your product/service in Super Bowl-themed situations (e.g., at a watch party, with game day snacks). These can act as powerful testimonials.
- Flash Sales: Create limited-time flash sales that only last for the duration of the game. Think of it like a “Halftime Deal”—something that comes and goes quickly, building excitement and urgency among your audience.
- Share Customer Experiences: Incorporate customer stories in your emails, showing how they’re using your products during the big game.
6. Optimize for Mobile: Make Sure Every Play Counts
The Super Bowl is increasingly watched on mobile devices—so it’s crucial that your emails are optimized for mobile viewing. According to recent stats, over 60% of emails are opened on mobile devices, and that number spikes during major events like the Super Bowl.
- Mobile-Friendly Design: Ensure emails look great on smaller screens. Make CTAs big, bold, and easy to tap. Use large fonts and clear, concise copy. And don’t forget to test emails across different devices before hitting send.
- Short and Snappy Copy: Mobile users have limited attention spans, so get straight to the point. Offer clear, easy-to-read copy with simple and actionable CTAs, like “Shop Now” or “Claim Your Offer.”
7. Post-Super Bowl Email Strategy: Keep the Energy Going
Once the game is over, don’t let your momentum fade. Use the buzz around the Super Bowl to launch follow-up campaigns that maintain subscriber interest.
- Thank You Emails: Thank your subscribers for engaging with your Super Bowl campaign. Use this as an opportunity to offer them a special “Thank You” discount or to share more exciting offers.
- Analyze Results and Share Insights: Take the time to analyze which aspects of your campaign were most successful—whether it’s the subject lines, CTAs, contests, or timing—and use that data to improve future campaigns. You can even share some of these insights with your subscribers to boost transparency and engagement.
Score Big with Your Email Marketing Campaign
Just like a Super Bowl team, running a successful email marketing campaign requires planning, creativity, and precision. The key is to stay in tune with the excitement of the event, engage your audience with interactive and personalized content, and build momentum leading up to game day. Whether it’s the anticipation of a limited-time offer or the thrill of winning a Super Bowl-themed contest, your email campaign can capture the energy of the big game and convert it into real results.
