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Testing Tip of the Week: Should you use a teaser email?

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As a follow-up from last week’s testing tip, we wanted to delve a little deeper into the idea of using a teaser email to generate interest. Before you start generating ideas, have a think through the situations where this would be appropriate –  a new product launch, perhaps, or a new feature or upcoming event. Think of it as an extension to your regular campaign or newsletter content.

What makes a teaser email different from a regular announcement?

  • Length: your email should be short and to the point, fitting on any screen without the need to scroll down.
  • Intrigue: give enough detail for subscribers to make the connection later, but give away too much and you risk exhausting their curiosity.
  • Design: express excitement with a different look from your regular layout, perhaps including animations or video.
  • Timing: don’t leave it too long to post the follow-up, or your customers will lose interest. We advise waiting no longer than a week before a product launch or event invitation
  • Audience: if you know a lot of people are interested in what you have to say, you might want to consider sending the teaser email only to your VIPs (who can also help with word-of-mouth). If not, don’t restrict numbers.

Ready to try it? Let us know how your test goes in the comments below and check out our other suggestions too.

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