4 tactics to create viral emails

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Article updated 3 years ago by NewsMDirector
Viral emails

Every company is looking to create viral emails that can reach thousands of users without much difficulty. However, given the number of factors that influence an email marketing campaign, it is difficult to know in advance which of them can make your emails go viral.

A Litmus study analyzed more than 400,000 emails czech republic whatsapp phone numbers with at least 500 openings over 2 years, identifying the 4 tactics used by the most viral emails :

TABLE OF CONTENTS
1.- Segmentation
2.- Automation of viral email messages
3.- Personalization
4.- Shareable call to action
Viral emails depending on the topic
1.- Segmentation
A properly segmented list of registrations is necessary to achieve viral emails in your email marketing campaigns . According to the Litmus study, the segmentation of viral emails is 4.3 times more specific than that of a normal email.

The segmentation of these databases can range from geographic or demographic to based on behavioral attributes of the users themselves, one of the most valuable segmentations.

An example of this type of email is this one sent by Sitepoint to all those users who had previously expressed interest in the Java programming language. The message also provides the value of including an offer that you can extend to your own community.

segmented email

2.- Automation of viral email messages
One of the most commonly used tactics in both viral and more normal emails is the use of automated email chains in response to actions taken by the users themselves .

In this case, common automated emails such as welcome emails after registration or post-purchase or post-event emails managed to go viral 2.9 times more than other types of emails.

A great example of this type of email is Upworthy’s automated messages like this one that is sent to users who have subscribed to their newsletter:

Upworthy Thank You Email

3.- Personalization
The value of personalization is evident in the fact that it is considered one of the future trends for attracting users' attention.

The Litmus study found that viral emails included personalized messages 4.5 times more often than not, ranging from recommendations tailored to each user's tastes to dynamic content related to other content or previous events .

An example is this email from Social Examiner, which is addressed to a user with whom there has already been previous contact, which is made clear in the email itself:

social examiner

It is interesting to note that there are aspects of personalization, such as the use of users' own names, that are already considered common and therefore not really differentiating. Personalization must go one step further.

4.- Shareable call to action
If there is one tactic that has proven to be a differentiating factor in generating viral emails, it is having a prominent call to action asking users to share that email with their community.

In addition, according to the study, 6.4% of viral emails included a call to action of this type in the first section of the content and not in the footer of the emails, which is where it is usually included in general.

To build viral emails you need to rely on communities of users and ask them to do exactly what you need them to do, whether it's share the email or buy. That's why this factor must be put in relation to the objective of your emails. If you're looking for purchases, it's better to focus on a call to action that encourages purchases and not so much on sharing. Viral emails are probably not the best for these objectives.

Viral emails depending on the topic
However, above these 4 tactics, the study identifies those topics that achieve a greater viral impact. Among them, the most common are strictly informative emails such as the following:

Product offer or free trial.
Announcements of new product or service launches.
Transactional emails, action notifications and account changes.
E-commerce closures and product recalls.
Event invitations that require registration.
Charity or fundraising calls.
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