The Super Bowl, also known as the Big Game, is one of the most highly anticipated events in the world of sports. It marks the end of a season and determines the NFL champions in front of a massive audience. It is one of the strongest opportunities to run timely email marketing campaigns.
This guide covers the strategies and timing you need to run effective campaigns across pre-game, half-time, and post-game phases.
Pre-Game Hype
Send teaser campaigns before the game to build anticipation. Offer exclusive promotions, limited-edition products, or early access deals.
Omnisend provides pre-designed Big Game email templates you can customize directly in the Email Builder.
Fan-Focused Content
Tailor your content to resonate with sports fans. Use language, imagery, and references that align with the excitement and energy of the Big Game. Consider incorporating team colors, mascots, and popular game traditions.
💡 For inspiration, see 7 best Super Bowl email examples + templates & subject lines.
Run Half-Time Flash Sales
Launch flash sales or time-limited promotions timed to the half-time show.
To reinforce urgency:
Add a countdown timer to your Signup Form. See Countdown Timer in Forms.
Create a tag for contacts who sign up during this period.
Use that tag as a segment filter for follow-up campaigns.
Idea 💡 Make subscribers feel special by offering exclusive VIP access to specific promotions or products. Use language like "VIP-only" or "Insider Access" to create a sense of exclusivity.
Game-Day Playbook
Send a "Game-Day Playbook" email that outlines all the promotions, deals, and activities planned for the Big Game day. Make it easy for subscribers to navigate and take advantage of your offers.
Tailored Product Bundles
Create themed product bundles specifically for the Big Game. For example, bundle items related to snacks, party supplies, and team merchandise at a discounted price.
💡 Remember to continually analyze your email metrics and adjust your strategy based on the performance data. Every audience is unique, so test different approaches to find what resonates best with your subscribers.
Live Updates
Provide real-time updates during the game, especially if your promotion is tied to specific game events. Send quick emails announcing score updates, major plays, or surprise promotions triggered by in-game actions.
Score Predictions Contest
Engage your audience by running a score prediction contest. Encourage subscribers to predict the final score of the Big Game for a chance to win exclusive discounts, freebies, or merchandise.
Post-Game Celebration
After the game, celebrate with your subscribers. Send congratulatory emails to the winning team's fans and offer post-game discounts or promotions to extend the excitement.
Post-Game Follow-Up Survey
Consider sending a post-game survey to subscribers to gather feedback about their experience with your Big Game promotions. This feedback can help improve future events and tailor your marketing strategies.
You can also create a survey-style Preference Center page for your customers, allowing them to update their preferences for the types of content you send. Your customers' answers will be saved as custom properties in your Omnisend Audience.
To build a survey, go to Forms, create a new form, and select a Landing Page template. Add custom properties for your questions – responses sync automatically to your Omnisend Audience.
Mobile Optimization
Since many people will be using their mobile devices during the Big Game, ensure your emails are optimized for mobile viewing. Use responsive design to provide a seamless experience on different devices. Make sure to preview your forms and emails before setting them live.
Emails Timing
Timing is crucial for Big Game marketing campaigns because the event unfolds in pre-game, half-time, and post-game phases.
Align your sends to the three phases of the game:
Pre-Game
Timing: The last half hour before kick-off (6:00 PM - 6:30 PM ET).
Why: This is when fans likely make final preparations, check their messages, and get ready to settle in for the game.
Half-time
Timing: As the second quarter ends, just before half-time (around 8:00 PM ET) or at the end of the half-time show (around 8:30 PM ET).
Why: Fans are taking a break during the extended half-time, and they may check their messages. Avoid competing with the half-time show by sending your email just before or after.
Post-Game
Timing: Shortly after the game ends (around 10:00 PM ET).
Why: Fans will likely check messages while leaving the game or heading home. This is an opportunity to capture their attention with post-game deals or congratulations/conciliatory messages.
What: Congratulations or consolations for participating team fans, promotions for post-game celebrations.
Get ready to shine at the Super Bowl with our playbook of strategies and tips! It's not just a game; it's an opportunity to showcase your brand and make a lasting impression.
Let's make this Super Bowl season your most memorable one yet!
Need some extra guidance? Get in touch with our Support Team via in-app chat or at [email protected].