Let’s be honest for a second: Even as an adult, watching from the sidelines as toddlers wildly forage for brightly-colored eggs… don’t you kind of want to get in on the action?
Well, you aren’t the only one. Easter egg hunts are just plain fun – they’re competitive, exciting, and result in all kinds of sweet rewards. And utilizing the concept in your email marketing is a fantastic way to get your subscribers more engaged with your brand and, in many cases, pull them back to your website (hello, conversions!).
Here are 5 brands who found creative ways to host their own email “Easter egg hunt.” Try it for yourself – it’s a great way to add a little springtime fun to your email campaigns!
Here’s an email from Banana Republic that promotes a hunt on their website for literal images of eggs they’ve hidden on various pages; if you click on those eggs, you land on a page with a discount code.
It’s a tricky tactic, because what feels like a fun game (not that it isn’t) actually gets people who may not have otherwise browsed their online store to do so. Plus, with an extra discount on the bottom of the email, subscribers are incentivized to purchase whatever products they may discover during the hunt even if they don’t end up finding one of the eggs.
This hunt utilizes the same basic principle, only slightly altered: Instead of searching for “Easter eggs” in the literal sense of egg images, these subscribers were tasked with finding them in the figurative sense – that is, hidden little messages within the code and other more technical aspects of their website. It was the perfect choice for this brand’s more tech-savvy audience.
Boden takes the Easter egg hunt to the next level by making it more of an engaging process, drawing subscribers to their Pinterest page and getting them to pin their products. In order to participate, people had to open their email, go back to the brand's website, and pin the images they found to a Pinterest board. It’s a lot of steps, but Boden made it worth the extra effort – after all, who wouldn’t want a $1000 prize from a brand they already love?
Your Easter egg hunt doesn’t have to involve your website or social channels. Here, ThinkGeek kept the Easter egg hidden right on their email template. If you want to do something along these lines, you have to provide your subscribers with a heads-up that the content is there, but stop short of telling them exactly what to click or providing any big hints… not knowing exactly what’s going to happen or how to access it is half the fun!
This incredibly impressive email from Litmus featured 5 hidden "golden tickets” to their Email Design Conference in Boston. Hiding the tickets involved some advanced-level email sorcery, including hidden alt text, a hidden image, hidden ASCII art, a hidden hover, and a keyboard command that triggered a ticket to appear. You can read more on their awesome campaign here.
But even if you don’t have the know-how to pull something like this off (email design is kind of Litmus’s thing), this example still proves that your hunt doesn’t even have to be Easter-related. It’s simply getting people excited and engaged that does the trick and creates a buzz about your brand’s stellar marketing.
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