April Fool’s Day Content Strategy
Ace your April Fool’s Day email content with these ready-to-implement strategies. Enjoy!
April Fool’s Day can be a great hook for an email campaign. It humanizes your brand, builds likability and engagement and can get people talking in positive ways. But there’s a big caveat: You must know your audience well enough to trust they’ll get the joke. You also need the creative chops to design an email message that provokes laughter and sharing instead of groans and eyerolls.
Most importantly, you want to avoid offending your customers so much that they not only unsubscribe but also expose your gaffe on social media, thus damaging your brand.
The below strategies can keep you out of the Email Hall of Shame.
Strategy #1: Know your audience inside and out
“Tragedy is easy. Comedy is hard.” Ever heard that? That’s one of the first rules of comedy-writing and the reason why so much humorous writing falls flat.
Know who your customers are – age, gender, location, plus some good guesses about what they like and don’t like. You probably can’t zero in too closely on whether they appreciate being pranked, but do your products appeal to people with a flexible sense of humor? Are they kind of quirky and thus more likely to attract quirky people?
A good April Fool’s joke can be a little edgy. How well do you think your customers will react? If the idea makes you a little nervous, then start with something subtle.
Strategy #2: Be authentic
Just as you need to know your audience intimately, you also need to stay true to your brand voice and culture. All of the emails featured in our gallery above use humor that springs from truths about the products, the brand or the kind of customers who flock to those companies.
The worst thing you could do is to fake a brand of humor. This goes double if the people who create your emails aren’t like the people who buy your products. Get second or third opinions from people not on the marketing team if the prank or joke veers too far away from your day-to-day messaging.
Strategy #3: Play it straight
Some of the best April Fool’s Day email we found in the MailCharts database looked like any other email until they took a distinct left turn. The Barkshop email in the gallery above is a gold-medal example.
But you don’t have to be funny to create a guffaw-inducing message. See the Kelty email in the gallery above. The creators used their knowledge of camper culture to help Kelty’s customers prank their friends, which can be just as much fun and less likely to offend.
Both Barkshop and Kelty came up with clever concepts that were authentic to their brands, and then executed them with straight faces.
Strategy #4: Reveal the “gotcha” on the landing page
Many campaigns shout “April Fool!” in the email, but why pull your punch so quickly? An email’s job is to drive traffic to your website, so put your punchline there. Use a custom landing page, one that reveals the joke as soon as your customers click to it.
If you do prefer to put the “gotcha” in the email, string out the joke a bit so your customer stays in the message more than the second or two it took to discover the prank. The Stonewall Kitchen email, also in the gallery at the top of this page, shows you how to do this effectively without playing the joke out too long.
Strategy #5: Invest some time to create a memorable campaign
A half-hearted attempt to capitalize on April Fool’s Day won’t get your emails noticed. Remember that every other brand is going to slap on a subject line that’s a variation of “No fooling ….” or “It’s no joke …” or something similar.