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Ephemeral content for email marketing

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Social networks opened the doors to ephemeral content a few years ago and companies are embracing it more than ever to meet their objectives. Although in email marketing there is no functionality to make a message ‘expire and disappear’ after a short time, it is possible to take advantage of this trend to join efforts with the actions that are developed in other channels.

Benefits of ephemeral content in marketing

There are several examples of ephemeral content on social networks, such as WhatsApp statuses or Instagram stories. These are publications that last 24 hours and then are no longer available. Their very definition gives a reason to use them: to reward the most loyal followers. They will be the ones who pay attention to the piece and want to see it.

The fear of missing out on something that might be important to them (FOMO) makes them check their social profiles more frequently. In our case, it will serve to get preference so that the user opens our message first because they know it is content that expires quickly.

The consequence of this is another benefit: engagement increases. If there are more people interacting with the content, better statistics are obtained, both in terms of openings and clicks and conversions. In addition, it also helps to establish a more direct connection with subscribers because they are asked for immediate attention and response. The sense of urgency is a great persuasive element!

Ephemeral content ideas for email marketing

The simplest option is to send a campaign to promote ephemeral content. For example: if you run an action on Instagram, you can use the email database to give it a push and get users there to participate. On the positive side, we can increase the number of followers; on the negative side, those who don't have an account on that social network may not be able to see it.

To make ephemeral content campaigns by email marketing, you should always look for the temporary component that makes you think that they expire. Some ideas:

World days: they are the perfect excuse, but they can also be overused, such as Black Friday, which is prepared weeks in advance. To avoid repeating yourself too much, you can leave aside the most well-known ones and go for an aggressive campaign on a day indirectly related to the sector. There are many options throughout the year!
Live events: if it were a normal promotion, you would announce it in advance because the objective would be to increase your lead database. To make it ephemeral, you would have to organise it as if it were a last-minute decision to happen that evening. You can still open registrations, but those who miss it will no longer have the option to watch it, only to find out about the next one.
Limited offers: there is the option to make a discount last for a whole month or to concentrate it in the 24h of one day. You can also reduce the stock to make it seem like there is less chance of getting it if you leave the decision for later. The more limits there are, the more it feels like you can't miss out.
Reward surveys: ephemeral content can also be used to get more users to complete their profile to find out their interests. To encourage them to answer in a very short period of time, a good option is to offer them a limited incentive, for example an entry into a prize draw or a gift that might interest them. But only for today!

Source: Really Good Emails
Challenges that follow a trend: social networks feed off current events to turn viral proposals of all kinds. Email can also do this if the company is able to respond quickly, both in terms of choosing the segment that might be interested in the proposal and in designing a campaign that follows the style that everyone is talking about.

One last point: don't forget to indicate in the subject line or pre-header that time is limited in order to get openings when the user opens their inbox. Make the content very visual, following the aesthetics of social networks and incorporate a countdown because, by updating in real time, it will always show how much time is left to finish the promotion.

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