Saturday, November 1st, 2014

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iContact – Engage Your Email Marketing List with Gamification

Engage Your Email Marketing List with Gamification

By: iContact

Games are popular on the Internet. You may even know someone who plays Farmville on Facebook. Games are addicting and also throw in the element of challenge and competition. They are all the rage right now. Companies like Zynga, who bring us Farmville and Words with Friends, have seen astronomical user adoption.

Marketers are now using this phenomenon in their marketing campaigns. The term that has been attached to this tactic is “gamification.” Marketers are challenging their target market to games of chance or skill. They are playing into the fact that it’s hard to resist a challenge, and, as a result, people will participate.

Foursquare is great at gamification, and one of the things that makes it great is it’s badge system – awarding them when you check in at certain locations. For example, once you have checked in at 20 or more pizza restaurants, you earn a Pizzaiolo Badge! (I recommend you read the blog article I wrote about Foursquare and location-based services if you want to learn more.) This type of marketing is now catching on with other channels as well. Email marketing is the latest to jump on the bandwagon.

With email marketing, you will see “find the coupon code” types of campaigns, or marketers may break up a coupon code and have part in an email and the rest on social media. When the consumer pieces it together, they can use the coupon code.

Just today, I received an email from Audible, an audio book company. As you see in the picture below, I am invited to a beachcomber sale and am tasked with following the clues. I am then transported back to the website, where I am given clues to try and find the books that are on sale.

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