Slime Bracket Hero

An Email Oozing with Engagement

From: Michaels
Date: 3/28/17
Subject Line: 1 Day Only! 20% Off Your ENTIRE Purchase
View Full Email

Michaels large crop  Michaels Slime Bracket

While sports fans are glued to their basketball brackets, Michaels has started a bracket of their own — for SLIME! If you’re a parent, you’re probably aware of the latest craze sweeping the kid nation: homemade slime. One of the key ingredients is Elmer’s glue and it has been flying off the shelves like hot cakes.

Michaels jumped at the opportunity to announce that their 1 Gallon bottle is back in stock and to call attention to their “slime bracket” where you can vote on your favorite DIY blobby creation! Are you more of a shimmery mermaid fan or a gooey zombie brain type? The email encourages you to hop over to Michaels’ Facebook page where you’ll find images of the different varieties teamed up against each other. Vote for your favorite and see if it makes it to the next round. What a great way to spark interest and get people involved with your social network! The email includes product images of the googly eyes, beads and pom-poms needed to create a few of the slimes from the bracket. All the gooey options are sure to inspire new ideas and encourage you to shop where you know ingredients will be available.

Michaels did, however, miss an opportunity by not linking the products. I (along with other Facebook commenters) would have liked to see full ingredient lists for each creation along with measurements. Finally, I wish the email didn’t go on to cover Morph and Easter products; it felt like too much crammed into one email. If they were mentioned as a small sub-message it wouldn’t be so bad, but they took up half of the email.

Overall, this strategy is a fun way to inspire people to shop while encouraging social engagement.