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Stand out this Black Friday with AMP emails: launch a quest for your customers

8 min read

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EFFECTIVENESS

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by Oxana Lorié

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Every year, online stores flood our inboxes with the same routine emails about Black Friday sales. These predictable messages – a week before, three days before, and on the day of the sale – have become so common that it's almost impossible for any single email to stand out.

But what if you could turn your Black Friday email campaign into an engaging and interactive experience?

This year, instead of the usual, why not captivate your audience with a series of AMP-powered email games that not only entertain but also build anticipation and excitement for your sale?

The power of AMP emails

AMP (Accelerated Mobile Pages) technology allows you to create interactive and dynamic email content that goes beyond the traditional static messages.

With AMP emails, you can embed engaging elements such as forms, carousels, and even games directly within the email itself. This technology can be a game-changer for your Black Friday campaign, providing your customers with a unique and memorable experience that sets your brand apart.

Note: Currently, only Gmail, Yahoo Mail, and FairEmail support AMP emails.

Launching a quest with AMP games

Imagine turning your Black Friday email campaign into a thrilling quest where customers can participate in a series of games to earn discounts and early access to sales. Here’s a step-by-step guide on how to create this engaging quest:

1. Scratcher Game: The Teaser

Start your campaign with a scratcher game. This can look like an invitation or a ticket to a quest, where customers scratch off to reveal the first part of their discount.

This teaser offers them the choice to either use the discount immediately or to collect all three parts for a bigger reward. This minimal interactivity sets the stage and piques their interest.

2. Pathfinder Game: The Puzzle

A few days after the scratcher game, send out another email featuring a Pathfinder game. This requires a bit more effort, as customers navigate through a puzzle to reach the end.

Successfully completing this game rewards them with another part of the discount, further building anticipation and engagement.

3. Quiz: The Final Challenge

For the final game, introduce a quiz where customers must answer all questions correctly to obtain the last part of their discount. This game requires knowledge and effort, making the reward feel well-earned.

Customers who complete this challenge get the final piece of their discount code.

Building the ultimate discount code

By the time Black Friday arrives, customers who have participated in all three games will have accumulated a unique discount code. This code is not just a flat percentage off but a culmination of their journey through your email games, making it feel personalized and well-earned.

Early Access for Engaged Customers

To further incentivize participation, offer early access to your Black Friday sale for those who complete all the games. This exclusive perk not only rewards their engagement but also makes them feel valued and special.

Why this strategy works

Stand Out from the Crowd: Interactive games make your emails memorable and different from the standard promotional messages.
Increase Engagement: Games create a sense of fun and anticipation, encouraging customers to open and interact with your emails.
Build Customer Loyalty: By offering personalized and earned discounts, you build a deeper connection with your customers.
Drive Sales: Engaged customers are more likely to make purchases, especially when they feel they have earned special discounts.

Implementation tips

Plan Your Timeline: Schedule your email sends to build up anticipation. Start a week or two before Black Friday and space out the games evenly.
Design Engaging Games: Keep the games simple yet fun. Use clear instructions and make sure they are easy to play on both desktop and mobile devices.
Test Your Emails: Ensure that your AMP elements work correctly across different email clients and devices.
Promote Participation: Use your social media channels and website to encourage customers to join the quest and keep an eye on their inboxes.
Use A/B testing: To ensure that your audience responds better to AMP emails than regular ones, conduct an A/B test with both types of emails. Measure key metrics like open rate (OR) and click-through rate (CTR). This will help you determine which content is most preferred by your audience. We’ve written more about how to conduct A/B tests in our article – A/B testing: your road toward understanding consumer preferences.

Conclusion