April Fool‘s Day is upon us again. While some brands avoid the pseudo-holiday altogether, others jump in with
both feet, using pranks to engage their audience. One powerful but underused prank channel? Email marketing.
Why bother with an April Fool‘s prank email? In a word, engagement. According to a Litmus Email Client market share study, roughly 50% of recipients open emails based solely on the subject line. An intriguing, eyebrow-raising April Fool‘s subject line is a powerful lure.
Once opened, a humorous and surprising April Fool‘s email can delight subscribers, show off your brand‘s witty personality, and drive clicks like no other. Just look at the results one company saw:
How Brand Builder Solutions Pranked Its Way to a 300% CTR Boost
Back in 2014, Brand Builder Solutions decided to have some fun with its email list. The inbound marketing consultancy temporarily replaced its usual website with one denouncing the very practice of inbound. It sent subscribers an email claiming the firm would stop offering inbound services.
The prank email was a smash hit. It achieved:
- 24% click-to-open rate (300% higher than average)
- 4X more opens than usual
- Highest engagement of any email campaign
Beneath the gag messaging, the email linked to a landing page revealing the prank and the company‘s real, inbound-loving site. Subscribers who fell for it were rewarded with a good laugh.
How to Pull Off an April Fool‘s Email Prank
Inspired to prank your own email list this April 1st? Follow these steps:
1. Plan Well in Advance
Don‘t scramble to throw together a last-minute prank email. Start planning at least one month ahead:
- Brainstorm multiple prank concepts and run them by diverse team members for feedback
- Make sure key stakeholders are bought in and understand the "why" behind the campaign
- Plan ample time for copywriting, design and development
- Schedule your prank email at least a week ahead of time
2. Come Up with a Creative, On-Brand Concept
The best April Fool‘s pranks are surprising yet still feel relevant and on-brand. Brainstorm ideas that actually tie back to your products or brand identity in a clever way.
For example, the elearning platform Coursera pranked its email list in 2018 with a spoof course on "How to Read People‘s Minds." The fake class fit Coursera‘s brand as an edtech company.
Consider prank angles like:
- A silly, fake new product (like Warby Parker‘s chicken adoption spoof)
- A parody service or offering (like Coursera‘s telepathy course)
- Poking fun at your own product (like ThinkGeek‘s "Keurig for Bacon" machine)
- Riffing on a famous movie, book or pop culture reference
Get creative but keep it lighthearted and tasteful. Avoid insensitive topics or messaging that could be seen as false advertising.
3. Write Engaging Copy & Creative
With your concept nailed down, it‘s time to craft a prank email that will reel subscribers in. Your copy should be:
- Clear it‘s a joke. Don‘t bury the fact that it‘s an April Fool‘s prank. Put it front and center in the subject line and header.
- Funny yet on-brand. The tone should fit your brand‘s usual voice, just dialed up to be more playful and humorous. Puns and witty wordplay tend to work well.
- Not too long. Keep copy concise so the "punchline" isn‘t lost. Around 50-125 words is ideal.
- Actionable. Include prominent CTA buttons encouraging users to click through to "learn more" or "get started."
Pair your clever copy with eye-catching visuals that sell the prank. If you‘re promoting a fake feature or product, include realistic-looking product shots or graphics.
And don‘t forget – have a clear "April Fools!" message and a link to your real website or landing page explaining the prank.
4. Follow Email Best Practices
Even though it‘s a prank, apply email marketing best practices:
- Segment your list. Consider only sending to your most engaged subscribers for maximum impact.
- A/B test subject lines. Try two different subject lines to see which performs best. Just make sure both still make it clear it‘s a joke!
- Send a follow-up. Be prepared to send a "just kidding" email to subscribers who missed it was a prank.
5. Analyze Performance
As with any email campaign, the proof is in the metrics. Expect much higher numbers than your average campaign:
- 2-3X higher open rates. Litmus found April Fool‘s emails drove open rates of 60% compared to 21% for regular promos.
- 4-5X higher click rates. MailChimp saw median April Fool‘s click rates of 19% vs. just 4% for usual emails.
Look beyond vanity metrics too. Read replies and comments to gauge sentiment. Did people actually find it funny or clever?
The Risks & Rewards of April Fool‘s Emails
When done right, an April Fool‘s prank email can be a powerful engagement driver, as Brand Builders Solutions discovered. It‘s a chance to:
- Entertain your audience
- Humanize your brand
- Generate buzz & word-of-mouth
- Re-engage inactive subscribers
- Drive traffic to your site or landing pages
- Boost overall email metrics
However, pranks are not without risk. A poorly executed joke can:
- Confuse or frustrate subscribers
- Make your brand seem unprofessional
- Damage subscriber trust if taken too far
- Attract negative PR if seen as insensitive
- Violate CAN-SPAM if the prank is too misleading
Ultimately, knowing your audience is key. Some subscriber lists will be more receptive to humor than others. When in doubt, play it safe and keep pranks very obviously jokes. Make sure the humor is inclusive and not at anyone‘s expense.
Putting It All Together
An April Fool‘s prank email isn‘t right for every brand. But if you‘re willing to take a calculated risk, it‘s a unique way to surprise and delight your email audience.
Remember to:
- Plan ahead and get buy-in
- Brainstorm clever yet on-brand ideas
- Craft clear, humorous copy & visuals
- Follow email best practices like testing & segmentation
- Analyze performance, both quantitative and qualitative
Have fun with it but be strategic. With proper planning, your April Fool‘s prank email just might be your most engaging campaign of the year.
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