Teasers are a great marketing technique today. Email teasers are awesome because the current generation cannot make it to 60 minutes without checking the mailbox twice. But before launching into an email teaser campaign, analyze and come to a conclusion on whether you have enough content to come up with several emails – do you have enough for a story? If the content turns out to be boring, you stand to lose the campaign and the brand reputation.
What’s your Goal?
Study your marketing strategy again. What do you want, out of the email teaser campaign? Are you looking to generate traffic for a website launch? Do you want signups for pre-orders? Do you have a contest in the pipeline that you want your subscribers to participate in?
Plan the Story
Have the storyline ready before you send out the first batch of emails. Don’t believe in ad hoc and improvisations. Create a compelling storyline that makes readers want to open your mail and read the content. Most importantly, the mail should make them anticipate the next mail eagerly.
Components of a teaser mail
The Tease-
“The Tease” is the opening email to your email teaser campaign. It tells the audience that there is a new product that is to be launched. The Tease must let the audience what exactly the product is. Don’t keep that a secret. When your subscribers’ interests has been piqued, it’s time to give them enough information to consider whether or not they’re actually interested in whatever it is you’re teasing.
Visuals-
Pictures speak a zillion words. Keep text minimal. No one has the time to read a dozen paragraphs in a teaser mail. So, say it pictures, videos, animation, graphic content. Make it interactive. Think of this as an excerpt of a movie.
Suspense-
Build on the suspense element. This is what keeps people awaiting the next mail. Leave the audience guessing, with every mail. At the end of every mail in the campaign, include a small insight into the next mail.
What to do and what not to do with teasers
A few pointers here are to keep the number of mails minimal and to keep the timeframe of the teaser campaign short. If you drag the campaign to 2 months and a dozen mails, people lose interest and unsubscribe in between. That’s caustic for business.
The content should appeal to the target audience. And it should be understood by everyone in the target audience. A generic marketing campaign does not bank on esoteric puns. Every mail of the campaign should follow the same template. At the same time, a teaser campaign should also let the target audience know that they are getting to see only the tip of an iceberg. Drive it home that the actual product is much larger.
Conclude definitely. Don’t leave people guessing beyond that. Make things definite. Launch the product; make it clear what the product is, where one can purchase it and such.
To read more on Social Media Marketing, read this.