If you want to work with email, you need to learn how to do a viral email campaign. This will help you to have a reach surely greater than expected. But like everything in the world of digital marketing, you are going to require a well-established strategy to achieve success.
When talking about virality, you are likely to associate this concept immediately with social networks. This is because the content that is published on digital platforms has that particular characteristic. Posts are voluntarily shared by users and can reach many more people.
But it is possible to create a viral email campaign that aims to increase reach and conversion. But how? The solution is simple: the recipients will be in charge of spreading the word to the people they know. They will take care of forwarding the email or doing another similar action.
Tips for making a viral email campaign
Designing a viral email campaign that is capable of reaching a larger audience is easier than you might imagine. With the recommendations that you will see below you will be able to reach a larger market niche:
1.- Create unique content
Users like to see clever and original content, it is what makes them react to an email. It may be because it makes them laugh or because it contains something that amazes them. The idea is that you can generate emotions through them.
So if you want this to be the effect of your email campaigns, you have to think carefully about the content and information. Keep in mind that this is what will make the message reach thousands of people. For this reason, avoid at all costs letting yourself be carried away by what “normally works”.
People are always attracted to topics that arouse their curiosity. And this is precisely what unique content achieves, since it is something new for them. In this way, they further activate their interest.
2.- Offer something of substantial value
No matter what your campaign is about, be it informational or promotional, you should always offer content of substantial value. If it’s a product or service, you can give away a free sample, a discount, or a coupon with a deadline that is irresistible to the consumer.
Of course, when making this type of offers you have to make sure that you have enough stock. You must be absolutely sure that you have the necessary capacity to meet customer demand and the promise of what is offered. Remember that there is nothing more unpleasant than offering a reward and not being able to fulfill it.
You have to prevent that from happening, because you will lose the trust of users and after that they will probably ignore your subsequent campaigns. But if you comply, customers will not hesitate to recommend you and even forward your email.
3.- Work with a target audience
Some believe that when you work with a viral email campaign, email reaches everyone. But if you do this, you can actually appear as a spammer. So if you want to prevent that from happening, what you have to do is send the initial email to a select audience.
It is always important to work with a target audience that is very well segmented. This is what will allow you to initially reach customers who are really interested in what you offer. Then they will be in charge of getting your message out.
For this, it is essential that you place a special button in the body of the email that includes, for example, actions such as “forward to a friend” or “share”. In this way, you will have the possibility to track it easily and you will obtain the statistics you require.
It is important that you make it clear to subscribers that when it comes to forwarding they are also very selective. Otherwise, instead of helping you make the campaign viral, they can harm you by turning you into spam.
4.- Optimize the format of your email
These days, people browse most of the time through their mobile devices. Therefore, it is essential that your campaign is optimized for those recipients who open emails from a smartphone or tablet.
Keep in mind that before sending any email you must verify if the format is correct. If you work with a responsive design, you will not have any problem. And, of course, this helps in the virality of your message.
5.- Add a call to action
Sometimes it is necessary to guide subscribers, direct them precisely to the action you want them to take. So if you want to make your email campaign viral, you need to indicate through a call to action that they can share the message with their acquaintances.
As discussed in point 3, it is essential that this initial email is sent to a specific audience. But to achieve virality, you must encourage your subscribers to forward the email. And the most practical way to do it is with a CTA that has a clear phrase like “Share with a friend.”
Now that you know how to do a viral email campaign, you just have to get down to work and work on your strategy.