Your email marketing list is worth its weight in gold. 77% of customers prefer to receive promotional messages via email but setting up email campaigns can be time-consuming. Research has shown that it can take 5 to 12 interactions with a brand before a consumer is ready to make a purchase. If you are looking to sell a new product via email, that means you could be waiting up to one to three months before any real sales are generated.
That is why using teaser campaigns can be an effective way to speed up the adoption of your new products.
What Is A Teaser Campaign?
A teaser campaign is exactly as it sounds. It is a campaign, delivered via a communications channel to entice customers to get excited about an upcoming event or product. Then, when the product is released, customers are closer to the purchasing decision and more likely to buy early.
Email marketing is one of the better digital channels to use for teaser campaigns because you can monitor results and concentrate on those subscribers that seem interested and also see how the audience reacts.
But email marketing teaser campaigns still require significant planning and forethought to achieve the best results. So here are five things that you can do to create the perfect email marketing teaser campaign.
1. Create A Goal
Simply having a product to promote isn’t going to be enough. You need to ensure that you have a clear goal in mind for your emails. This allows you to have focus and know what to put in each email.
The campaign goals could be:
- To drive traffic to a website.
- Receive (pre)orders for a product.
- Get bookings for an event.
In addition, each email could have a unique goal to help the campaign as a whole. For instance, individual emails could have the following goals:
- Share details on social media.
- Register interest in the event/product.
- (Pre)order the product.
- Visit a landing page.
Before you send the first email, you need to plan your email marketing teaser campaign. Ensure you know the whole story arc. What details do you want to release and when? You can carefully construct the email story on a spreadsheet that contains the message and the action you want the audience to take.
3. Be Mysterious/Secretive
One of the best ways to get people interested is to keep as much as possible a secret. When you are ready to reveal the details, then convey the idea that you are sharing something special with the audience that you haven’t told anyone about yet and is still secret. Being part of an exclusive group makes audiences feel special and more open to your marketing message.
4. Have Four Parts
There are four stages that you want to have for your email marketing teaser campaign. These are:
The Tease – the part that will get the attention of the reader.
Introduction – telling the audience about the product and how it can help them.
Buildup – build excitement for the product/service with the audience.
Conclusion – delivering what the audience expects.
There is no definitive answer for how long your campaign should be. Some could be three or four emails, but the longer a campaign goes on for, the higher the chance that audiences will become bored and unsubscribe.
5. Make Emails Accessible
Test your email marketing messages so you know that they are readable across all the main email platforms and formats. For important headlines and critical content, use text and not images and when you do use images, ensure you have useful content in the alt tags.
Are you running an email marketing teaser campaign? What are you promoting?
Let us know in the comments below.