They say content is king and we’re not denying that, but we believe that there’s one ace that can trump the king, and that’s Moment Marketing, also known as micro marketing. No matter what your brand has planned, when a special moment arises, everything else goes out the window.

Moment Marketing is the ability to take advantage of an event to deliver relevant and related, seemingly spontaneous, and often fleeting interactions with customers in real time.

— William Grobel, Senior Manager, Deloitte Digital. Toolkit 2016; Moment Marketing

Thanks to social media, it’s easier than ever for companies and brands to hop on the latest trend. From the #RunningManChallenge, to the famous Oscar selfie or the tweet by Oreo during the Superbowl, these marketing moments are only open for a small period of time.

Sure, we can talk about cool examples all day long, but why not show you how to do it yourself? Here’s a few ways to incorporate Moment Marketing into your email strategies.