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5 epic Super Bowl marketing email examples

January 9th 2024

Danielle Beuker

By Danielle Beuker

Digital Marketing Assistant

It’s almost that time for the biggest game of the year; Super Bowl LVIII is coming up. Last year’s event attracted 115.1 million viewers in the United States, making it the most-watched US telecast of all-time. And with people tuning in for more than just the big game (42% watch the Super Bowl specifically for the adverts and 69% use a second screen to find out more about the products and services that are advertised), it presents a prime opportunity for marketers.

With a $7M price tag per 30-second ad, this marketing tactic won’t be accessible for all brands. However, there are other channels, such as email and social media, that can enable every business to get involved.

Read on to find some examples of epic Super Bowl email campaigns and why we believe they score a touchdown.

1) FFX

Not only does power tools retailer FFX use an eye-catching banner at the top of their email, they also recommend products that are on sale. This means that customers are enticed to read the email. It also builds urgency due to the sale being around the Super Bowl only, and incentivizes them to buy from the company now that prices are lower. The fact that the product recommendations are personalized to each customer helps make sure that everything in the email is relevant to them, making purchases more likely.

FFX Super Bowl email example

Source: FFX email


Multichannel video programming distributor DIRECTV’s Super Bowl email campaign is a well-themed example, using phrases like “This offer won’t go into OT”. On top of that, they also made use of dynamic content by including a real-time countdown timer within their email. Using this tactic, they drive customers to their website with heightened urgency before the deal ends.

DIRECTV Super Bowl email example

Source: DIRECTV email

3) West Elm

In this example, furniture brand West Elm advertises their Super Bowl sale with the eye-catching heading ‘GAME ON’, which is a great example of wordplay.

Not only that, they advertise their sale as being online as well as in their brick-in-mortar stores, allowing customers to choose to make the journey themselves, or stay home and get it delivered.

The company even included a ‘find a store’ option which leads to their website. When customers land on the website, it makes use of geotargeting tools to allow customers to conveniently see which store is closest to them. This makes the buying process simpler and fosters a good customer experience that keeps shoppers coming back.

West Elm Super Bowl email example

Source: West Elm email

4) Garrett Wade

Hand tools retailer Garrett Wade uses another outstanding banner, but that’s not the only thing they do. If you click on the link in the banner, you are taken to a special Super (Bowl) offer. This is an example of gamification; it turns the email into a game. Customers may be intrigued by the undefined offer, and are more likely to click the link to cure their FOMO (fear of missing out), incentivizing them to make a purchase.

Garrett Wade Super Bowl email example

Source: Garrett Wade email

5) Gurhan

Jewelry brand Gurhan also uses language related to the Super Bowl. This includes phrases such as “Score a touchdown with Super Bowl worthy rings.”

The company also has a loyalty scheme in place, and during the day of the Super Bowl, they advertise that if customers “shop today” they will “SCORE triple the loyalty points!” This increases the urgency within their customers to spend money that day, stopping them from overthinking the purchase and shortening their decision time.

Gurhan Super Bowl email example

Source: Gurhan email

Final thoughts

Intrigued by all the possibilities, and wanting to score a touchdown on all your email campaigns? Take a look at our checklist for more ways to win customers over with your email marketing: 5 essential tactics to maximize your email performance.


This blog post is for informational purposes only. Fresh Relevance is not claiming to provide its services to the companies and brand owners referred to in the blog post.

Danielle Beuker

By Danielle Beuker

Digital Marketing Assistant

As Digital Marketing Assistant at Fresh Relevance, Danielle writes user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.