Rock bands and email marketing. You might not think they go together, but Rolling Stone Magazine, SXSW, and the Foo Fighters are proving that the two definitely go hand in hand.

Last fall, the Foo Fighters debuted their eighth album and HBO Original Series, both titled Sonic Highways. These projects commemorated the band’s 20th anniversary and inspired fans and fellow musicians around the world. The Sonic Highways HBO series took fans on a musical road trip across America on the band’s eight-city recording tour.

The Foo Fighters partner with SAM Music Agency and Campaign Monitor to create and send email campaigns to promote upcoming shows, limited edition gear, and the latest and greatest band news. They count on email to amp up visibility and most importantly, connect with their fans. When the Foo Fighters needed to drum up buzz and drive viewership to their upcoming HBO Series premiere, they delivered a rocking email campaign.

We recently featured their Sonic Highways email campaign in our Top 100 Gallery, where we showcase examples of our customers’ best email campaigns. So let’s see what helped the Foo Fighters campaign make the cut.

How the Foo Fighters Drummed Up Sonic Highways with Email Marketing

Engaging video: The Foo Fighters made the HBO trailer the main call to action for this email campaign. The detailed design of the video offer, including a YouTube video play bar, enticed recipients to click through to watch. They also included clear, branded content in the video box, to make the best use of that space. Linking to relevant videos is a surefire way to generate healthy click-through rates and tease out content that can pique the interest of your subscribers.

Thematic content: The Sonic Highways trailer is the most important offer in this email, but the Foo Fighters didn’t waste any inbox real estate. In the full email, which you can view here, you can see that they featured relevant offers, like merchandise and tour dates, below the trailer offer.