It is Super Bowl time again, so if your company has big dollars to spend on an advertising campaign this may be the event that you've been waiting for. While the Super Bowl does provide maximum exposure to a vast audience, here is some data to support why you might spend a little on email marketing and still get the exposure you want.

According to the results of a Facebook survey I came across on http://www.althingsd.com/, approximately 54% of the 518 survey respondents indicated that they check their email first every day, while 46% check their Facebook account first. Considering that the survey was conducted using the beta version of Facebook Questions, all of the people surveyed were active Facebook users. So what's interesting is that, even among this biased sample, email still came out ahead. Therefore, these (unscientific) results indicate that email still has a good edge in terms of the best channel via which to communicate with your target audience.

That said, many NFL football fans may not care about clicking through on your email marketing offers when the Steelers or the Packers are nearing the end zone on Sunday - no matter how targeted and relevant your message is, or how active and engaged your email opt-in list is - so it may not be the best timing to schedule your Super Bowl email campaign to be sent out during the big game. However, it might be more effective if the message is sent overnight, so when football fans wake up the next morning the first thing they might check is their inbox, and your well-timed Super Bowl-targeted subject line may get the same attention as if you had purchased a costly 30-second Super Bowl TV spot.

What is your Super Bowl marketing communication strategy? Would you consider sending out your email campaigns on a Super Bowl Sunday?

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About the Author

Srinivasan Pulipakkam is a product manager at Lyris. He is focused on the Lyris API offering and the Lyris HQ technology platform, facilitating external applications to interact with the Lyris HQ online marketing platform.

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