Email teaser design is different from other types of email campaigns. Traditionally, email design focuses on providing the subscriber with information, which may include product photos and videos. However, teaser emails are much shorter because they don't provide much information about the product or event.
All email teaser templates should have the following components:
Every teaser email needs a catchy subject line that makes subscribers want to open the email to learn more. The key to writing good emails is to focus on a subject line that generates interest. Many people won't open your emails unless you have a good subject line, so make sure it builds anticipation and makes subscribers want to learn more.
The opening paragraph is a line or a few lines of text that tell subscribers what the product or event is. You should use the same voice and tone throughout all your marketing collateral.
However, unlike other types of emails, the opening paragraph of a teaser email is short and doesn't provide too much information. Instead, you'll want to keep it as non-descriptive as possible to generate intrigue.
The main content includes the information you want customers to know. In teaser emails, the main content is relatively short and may consist of product images and the release date.
Email service providers render email content differently, so you should always preview your campaign to ensure it looks good regardless of the email app subscribers use.
Every email you send should have a call-to-action (CTA). Because the event has yet to happen, your CTA will be different for a teaser email than any other email campaign.
Since your customers can't "buy now," you must ask them to do something else. Common CTAs for teaser email campaigns include the following:
- Notify me: Since customers can't purchase the product or take advantage of any deals when you send the teaser email, you can notify them when the product goes on sale or officially launches. You can use your CRM to set up these notifications, automatically sending them as soon as the product is released or the deal begins.
- Browse selection: There's nothing for customers to purchase when you send a teaser email because the product isn't available yet or the deal hasn't started, but you can still take advantage of these communications by driving them to visit your website to browse your collection or learn more about a specific event.
- Preorder: Preorders are common in the gaming industry, and a teaser email campaign can help you generate more sales by offering customers the opportunity to preorder products before they launch. Then, they'll receive their preordered products near the scheduled release date.
The email closing line is the last piece of information your teaser email shares with its subscribers. Many teaser emails don't have closing lines because they're short and want to generate as much intrigue as possible.
Whether your own teaser email campaign has a closing line is a matter of personal preference, but they're not required.
Best practices for crafting teaser emails
Crafting teaser campaigns can be more challenging than other types of emails because the goal is to generate interest for a particular event, like a product launch. These emails are short and to the point, all while ensuring you've provided enough information to get subscribers excited.
Use the following best practices for crafting your teaser campaigns:
Understand your target audience
Knowing your target audience can help you create a successful teaser email campaign because it tells you what interests them most. You should research your target market to determine the types of events, such as product launches and upcoming sales, that might generate intrigue.
For instance, if you have a long-anticipated product, your teaser email might include a sneak peek without sharing too many details.
Personalize the message
Always personalize the messages you send. You might personalize them by including the subscribers' names in the email subject line or segmenting your audience based on actions they've taken on your website.
Optimize for mobile
Your teaser campaign should always be optimized for mobile. The average consumer is more likely to open their emails on their mobile device than a desktop. This is why it's so important to preview your teaser campaign on multiple devices before scheduling it. An email can look perfectly well-designed on your desktop but completely different rendered on smaller screens.
A/B testing your teaser email campaign can help you determine the most effective way to communicate with customers. Also known as split testing, A/B testing allows you to test everything from the email subject line to the content within the email to determine which variant performs better.
With A/B testing, you can improve open, click-through, and conversion rates, generating more buzz with your teaser campaign.
Build excitement for your business by sending teaser emails
A teaser campaign can effectively generate buzz about an upcoming event like a sale or new product release. Teasing your customers with enough information but not too much detail can intrigue them and make them want to learn more.
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