First, let me start by saying that not everyone loves these types of emails. Done the right way, April Fool’s products and emails are a great way to give your customers a chuckle while still getting some solid branding and sales traction. Today’s example absolutely shows the right way to do an April Fool’s product/email joke:
Subject Line and Visible Text
Starting with the subject line, Traeger gives a perfect little tease for this subject by stating “Introducing the Traeger Pellet Press”. The name of the product sounds like something that could be real and it speaks to something every one of their customers deals with – buying more pellets.
The visible text then adds to the tease, stating “You’ll never look at scrap wood the same way again”. This further adds a layer of legitimacy to the gag, planting a thought in the head of the reader that there might actually be an option to lugging 20 lb bags of pellets home from Costco every few weeks.
The body of the email is all sorts of perfection. Once you open the email and look at the picture, you know it’s a joke, which, in my opinion, is the perfect way to run an April Fool’s product gag. The image looks great and the copy plays along nicely.
The best part about the email though is the image in the email that comes after the gag:
This is really the key in terms of making it a productive email. After treating customers to a chuckle, it reminds them to go and buy the real product.
Ultimately, I would’ve liked to see them offer the pellets at a discounted price to really drive the sale (or push an auto-reorder program), but overall the email accomplishes every goal and objective:
- It promotes the brand in a positive way that speaks to the core audience
- It provides a moment of levity and entertainment
- It pushes a product with high traction and need
All in all, a wonderful little email during an otherwise depressing time where most of us are sheltering in place.