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The April Fool’s Day Email Prank That Returned 300% More Clickthroughs. No Joke.

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No, not covering a colleague’s desk with Post-It notes or planting staplers in Jell-O. I’m talking something a little more … client-facing.

The first thing I did was create a new home page to reflect our “new values.” I temporarily directed our normal home page URL to this prank home page, while storing the real home page elsewhere.

Users who made it to the very bottom of our home page saw an April Fool’s message coupled with a link to the page where I’d stored our real home page’s content:

I thought. But I wondered: Should it go to only a few close contacts? Would it be a good idea to send it to customers and prospects? Most importantly, was the whole thing a little too risky?

When you want to do something but you’re hesitant to act on it, ask the person who thrives on this kind of uncertainty. For me, that was Rick Roberge. My email to him read: “Rick, I’m thinking about sending a prank email to everyone.” Rick’s reply? “Do it.”

 

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