The email, shown to the left with live content highlighted in pink, was sent in advance of the premiere and included live tweets from Amy, as well as an embedded video of the show’s trailer. To learn more about this email, I spoke with Vince PeGan from our Customer Success team who collaborated with Comedy Central to create this campaign.
Brooke Burdge, Marketing Manager: What was the main goal of this email campaign?
Vince PeGan, Customer Success Manager: Comedy Central wanted to encourage viewers to tune-in to the premiere of Inside Amy Schumer. To do this, they incorporated a video teaser of the show and a live Twitter feed of Amy Schumer’s tweets.
BB: What do you think adding the latest tweet from Amy Schumer into the email helped accomplish?
VP: Adding the latest live tweets informed fans Amy that was live-tweeting during the show’s premiere. It also gave fans a glimpse into Amy’s personality and humor while as she interacted with fans. Social is a real-time activity. If you want to engage more subscribers in these conversations, showing live tweets is the best way to get participation.
BB: What do you see as the biggest advantage to having video, like the show’s trailer, play directly within the email, rather than alternative ways to share video content?
VP: The biggest advantage is how this significantly simplifies the experience for the user. The video can play immediately within the email itself instead of opening in a browser. The video will optimize based on the user’s email client, allowing the viewer to see the best possible experience—whether it’s video, an animated GIF, or a static image.
BB: What do you think is the biggest takeaway from this campaign?
VP: This campaign is a perfect example of how email has the power to successfully integrate with other marketing channels. When you integrate social media and video with email, this significantly improves the subscriber experience.