When people think of online engagement before, during, and after an awards show, their minds almost immediately go to social media—especially Twitter. Why? Well, it’s certainly not for the updates—at least not entirely. People are mostly enamored by the drama. Thanks to social media channels like Twitter, Facebook, Instagram, and YouTube, people can enjoy behind the scenes action and celebrity banter live-time. The opportunity to catch a controversial exchange between celebrities is accessible by a click of a button, although, sometimes it requires searching through certain feeds.
But what about e-mail?
Social media may have revolutionized the way we enjoy big events like The Grammys, Academy Awards, and now The Emmys, but e-mail set the precedent for online communication. So why not also rely on email for live updates on awards show news?
Email Creates a Streamlined Experience
Social media is great, we get it—especially Twitter. During awards shows, celebrities are sharing the best BTS photos, or alluding to upcoming victories. Anyone who’s anyone will be on Twitter waiting for the next controversial tweet or shocking celebrity update or win just by inputting #Emmys. The only issue? Everyone is on social media. What this means is that when searching for a trending hashtag, people won’t just bring up updates from the stars or popular news outlets, but updates from their next-door neighbor just tweeting about their awards show snacks. Email can create a streamlined experience by pulling the top five trending tweets of the hour and top five news updates, saving people the time and hassle of searching for the “best of the best.”
Updates Are Targeted
Imagine this—you have an email list comprised of twenty-something Millennial women who classify themselves as #girlbosses. You run an online magazine that touches on trending issues, including pop culture. So, chances are, you have a clear idea as to what celebrities would be most interesting to your list. By sending email updates during the Emmys, content can be curated to appeal to the interests of one’s list. If your business isn’t quite so specific, consider sending out a survey beforehand to gauge what TV shows and celebrities resonate the most with your customers and then tailor your emails accordingly.
Email is Just as Timely
The belief that e-mail is not as time-sensitive as social media is incorrect. Social media may provide a feeling of “instant gratification” but e-mail can be tailored based on time and location. For example, if your list is separated by time zone, email updates can be sent in accordance with the actual times customers are watching the awards show. Email is much more customizable than people think!
Email Can Encourage Specific Actions
Yes, social media is an excellent place to create “Call to Action” initiatives, but, it’s certainly not the only place. With e-mail, you can consider creating an Emmy-related contest that rewards the first three people to predict an Emmy winner in a specific category with a special giveaway. Be creative! Emails that consider the interests of customers and reflect “out of the box” thinking create the most engagement.
Here’s the thing: e-mails win the award for intimate, streamlined engagement—not social media. So, this year for the Emmys, consider creating an email campaign that stands out and gives people what they want: the awards show updates plus the drama, to stay in first place in your customers’ minds.
Don’t miss sending out emails that are engaging and real-time – maybe even get something in before the next award season. Contact us now!