April Fool’s day is one of my favorite days as a marketer. I like my content creative, weird, and funny. I haven’t done a roundup of emails in a billion years, but this morning I woke up to some gems (and some “No Jokes”, which are just….no). I talked about how to do April Fool’s Day emails at Litmus’s Email Design Conference two years ago.
In my presentation, I talked about a few guidelines for successfully executing an April Fool’s Day marketing campaign:
- Your April Fool’s marketing email should be a joke, not a prank.
- Ideal reaction: You want to make people do a double take, maybe fool them for a moment, but not upset them.
- Be funny and clever.
- Do something similar enough to something that your brand would normally do that it throws people off, but make it very clear that it’s not real.
- Involve cute animals in some way. It just works.
Email Content Cliches (April Fool’s section starts at slide 16) >>
And stop using “No Joke” and “No Fooling!” SO boring and overdone. You might as well do just a regular email.
It’s only 10 AM as I’m writing this, and I’ve already had some great April Fool’s emails!
- Mood Fabrics – “Thank you For your swatch order”
This was genius. Mood Fabrics is a lovely, huge fabric store in the garment district. I take classes and shop there VERY regularly. You may know the store from Project Runway – it’s where they get their fabric for their challenges. So, fabric is expensive, and is bought by the yard. It has to be cut off a large bolt in whatever amount you want to buy. At Mood, you can get a “swatch” (small cut square) before buying it to make sure it’s what you want for your project, because it can’t be returned once cut. Mood Fabrics also has a store mascot – an adorable Boston Terrier who can frequently be found sleeping in the store. His name is Swatch.
Their April Fool’s email was a shipping confirmation for a swatch order – only the order was for Swatch the Dog. It was funny, well-designed, and involved a cute animal. YES! The only downside is – now I want to order a Swatch.
Lower in the email, they clarified that it was an April Fool’s joke, and offered 10% off everything. They also featured some of their products that have Swatch the dog on them. All in all, it was perfect. View full email >>
Boden: You won’t BELIEVE what we’ve done to our dresses
Boden’s done it again! A few years ago, they did a hilarious “recall” of a dress that had a print of a beach scene that “accidentally” had very tiny naked people on it. That email made me buy the skirt in that print.
This year – it’s a clickbait subject line, with scented clothing for sale! Their products are very bright, cheery, and colorful. I WISH they were scented to match the patterns. I think what I like about this the most – on mobile, they probably tricked some people into scratching the “scratch and sniff” icon that had a gif of a hand scratching it. This was cute and silly. View full email >>
Kate Gabrielle – limited release: chocolate scented easter bunny brooches 🐰
Kate Gabrielle is a jewelry and accessories company I probably found through a Buzzfeed roundup of cute feminist things I need to buy immediately. I bought this (immediately when I saw it) from her a while ago:
Kate sent her (maybe) April Fool’s email late Friday night. It features cute Easter bunny brooches that look – and smell – like chocolate. When I got the email, I thought it was cute… but also wasn’t sure if it was an April Fool’s joke or an actual product. If it is real… I want one.
It seemed plausible and timely – Easter’s in a few weeks, and her designs are quirky and always have a “wink” to them. Clicking through to the email shows them as sold out, and restocking at 12PM on 4/1 – which kind if indicates it’s an April Fool’s joke. She has a signup for a waitlist/restock email. I signed up. (I’ll update this post if/when she sends something).
View full email >>
I’m not even going to bother featuring the less clever April Fool’s emails. I’ve had a lot of “No Joke!” emails that essentially just did a normal email with some reference to their amazing deals not being a joke. Yawn.
What were your favorite (and least favorite) April Fool’s emails this year, internet?