Promo and new product announcement emails can be really cool and effective, but we are going to tell you how to become even more interesting to your customers through teaser email campaigns.
What are teaser email campaigns?
What does a teaser email mean? With emails of this kind, you create intrigue and build hype for your products and events without sharing much information about them.
This type of marketing email lets customers know that something new is coming, intrigues them, builds anticipation, and generates interest, so they want to learn all the details about it. The task of an email marketer is to create such a teaser announcement email that your customers look forward to the next emails in which all the information will appear.
Later in the article, we show how email marketers from different companies managed to cope with this task.
(Source: Photoxels, email by Olympus)
Thus, teaser email campaigns help a business achieve the following goals:
- generate buzz and build excitement about the release of a new product;
- create interest in new products or upcoming events;
- drive website traffic by reminding customers about your products and services and offering new ones;
- increase sales of a new product after its release due to intrigue and anticipation;
- guide subscribers from curiosity to conversion by increasing engagement.
How can you make an effective teaser email campaign and natively include it in your email marketing strategy? See the strategies below and learn from the best — getting inspired by the best examples.
Strategy for successful teaser email campaigns
Certainly, prior to running any campaign, you should thoroughly think the strategy through. With teaser emails, we usually try to announce three things; therefore, you will be dealing with one of three types of teaser campaigns:
1. Teaser email campaign for upcoming sales
Undoubtedly, this is the most common product teaser email campaign. Upcoming promotions can be dedicated to any holiday, like Christmas or Black Friday. Any online store or company in any industry may try out this type of teaser email.
- Things to focus on
Here, you may focus on the products you are about to cut prices of, on the amount of discount you offer, or on the date of a promotional offer. Some marketers think that adding a countdown timer is enough when starting a teaser campaign about upcoming sales. But in fact, it’s not.
- Number of emails
On average, it takes two emails for this type of teaser email campaign. The first is used to announce the sale, and the second is used to remind customers about the starting date.
- When to send
Normally, the first one is sent a week or just a day before day X, and the second one is sent on day X.
Yet, you may send just one teaser email campaign about the upcoming sale:
(Source: Really Good Emails)
2. Teaser email campaign for the upcoming launch
This is probably the most serious teaser email campaign, as it requires a lot of attention and effort. This type of email is commonly implemented by companies whose product releases are supposed to be long-awaited and are not released often — once a year or less.
In fact, a new product teaser email is very similar to a product launch announcement email. Here, we do not reveal all the features at once; we do our best to “shed some mystery” about our product.
(Source: Really Good Emails)
- Things to focus on
Well… the focus should definitely be on the new product and on its unique cutting-edge features. Describe just one at a time — do not reveal all the features in a single email.
Also, show a few more features of the product or more details regarding the release date on your website. In each email, ask your readers to visit it for more information.
- Number of emails
This depends on what kind of product you are promoting this way and on how much time you have left until the product launch date. Normally, it takes from 2 to 5 “coming soon” emails to build anticipation and to grow it.
In the last email of this series, reveal the majority of the features and invite recipients to visit your website for full information. It could be a product teaser page if you build one or a blog post.
Certainly, you will need to create a new landing page.
- When to send
Two to four months before. Apple announces the release of a new iPhone in June, although it is released in September/October. They reveal details just one at a time. This draws attention to the brand and makes its product launch go viral.
(Source: Pinterest)
3. Teaser email campaign for a special upcoming event
Are you about to open a new shopping mall in your town? Or are you releasing a new movie? You should definitely inform your potential attendees about it.
- Things to focus on
There are two options to focus on in a teaser email for an upcoming event — the event date or the event itself. Certainly, focusing on the date means that you will only inform your recipients about the date and will not tell them what is going to happen. If you focus on the event itself, you mention the kind of event but do not mention the date — until a definite moment.
- Number of emails
This depends on how much time you have left — two to five would be great. The first one is to build anticipation, the second, third, and fourth are to keep it warm, and the fifth is to reveal your secret.
But never make the sequence longer than five emails. Otherwise, your customers may burn out.
This is what Pixar sent to its subscribers back in 2006 before the cartoon’s release:
(Source: Pinterest)
We all remember that “Cars” brought $10 billion to its producers, don’t we? Teasers really work!
- When to send
This depends. Usually, events like conferences, meetings with famous people, and movie releases are typically announced 3–6 months prior to the event.
If you are an online store, you may do it just a few weeks or even days before the very event.
15 examples of teaser email campaigns for your inspiration
In fact, there are not many of them. Unfortunately, only a few companies have come to this trick. Yet, it would be nice to get inspired by the best teaser email examples given below and start your own teaser email campaign.
1. Teaser email from Mini Boden
Subject line: HARRY POTTER ⚡.
I have no idea how an apparel store can use the Harry Potter theme. This made me anticipate the next email from Mini Boden.
(Source: Email from Mini Boden)
What is so good about this teaser email: Its design is perfect — mysterious and intriguing.
2. Teaser email from Mercedes
Subject line: The VISION EQS: A milestone in a new era for the automobile.
Mercedes knows how to keep the audience’s interest and build hype.
(Source: Email from Mercedes-Benz)
What is so good about this teaser email: Mercedes shares an outlook of the car it’s going to release next year. It provides an image and a detailed description and gives a sneak peek of the upcoming product release.
3. Teaser email from Birchbox
Subject line: Stay tuned.
This is another great example of a teaser email campaign with a focus on time provided by Birchbox.
(Source: Email from Birchbox)
What is so good about this teaser email campaign: Just like Apple, Birchbox didn’t give too many details but mentioned the full date and a photo of the girl looking somewhere aside as if seeing something really exciting and intriguing, which spiced up the “Stay tuned and get excited” inscription.
However, to do this trick, the company should be well known and have a high level of credibility. Apple and Birchbox sure do.
Tesla Inc. also uses this trick to promote new car releases and announce the start of the pre-order period.
4. Teaser email campaign from Tom Raffield
Subject line: Guess where we’re going.
We’ve already shared this email example with you by Tom Raffield in one of our blog posts. But it’s really cool, and we’d like to highlight it once again.
(Source: Really Good Emails)
What is so good about this teaser email: Not only did this brand puzzle its recipients about where the Tom Raffield team was going, but it also utilized interactive elements to add even more intrigue to their email.
How to make a teaser email similar to this one with Stripo using key steps:
- drag a three-column structure into your teaser email template;
- drop the Image block into each column;
- upload your first image;
- toggle the “Rollover Effect” button to activate the rollover effect;
- upload your secondary image;
- do the same for each column.
5. Teaser email from Bobbi Brown
Subject line: The “It’s big” series.
Apple is not the only brand that can intrigue its subscribers with teaser emails. Some other companies are good at it, too. Now that we have seen two great examples above, we may not be surprised by one more email like this.
Yet, you need to take a look at it as long as it continues:
(Source: Pinterest)
“This. Starts. Now.” This email was preceded by:
(Source: Pinterest)
What is so good about this teaser email: This is a sequence.
“Stay tuned for tomorrow” seems like a great idea to make customers anticipate the next campaign.
6. Teaser email from Apple
Subject line: Save the date.
Apple marketers know for sure how to create a perfect teaser email campaign. Apple products, like iPhones, are the most awaited products of the year. Are they the only ones who produce good smartphones or smartwatches? Definitely not — but their email marketing teasers make us anticipate the product launch.
(Source: Pinterest)
What is so good about this teaser email: They do not tell us what is about to happen but ask us to save a specific date. No additional info is required here.
Make sure you have something really special to offer to justify customers’ trust.
7. Teaser campaign from Porsche
Subject line: We are bringing our vision to the road: Mission E becomes Taycan.
Sharing the details of a new car with car enthusiasts sounds like a good idea. Porsche is an 80-level expert in teasing clients because it does not share any details in teaser emails; it just reminds its clients that they are working on a new car. The silhouette of a car hidden behind a veil raises even higher interest and curiosity among Porsche enthusiasts.
(Source: Email from Porsche)
What is so good about this teaser email: Not only did Porsche hide the details of what its new car is going to look like in the email, but it also did not reveal details even in the video.
8. Teaser email from Samsung
Subject line: Be the first to experience it.
That sounds like a good reason to attend the presentation of a new product. Here, they play on our desire to be higher than others, stronger, to be the first! In short, appeal to vanity.
(Source: Email from Samsung)
Hurry up! Because only one person can be the first!
What is so good about this teaser email: There is nothing superfluous or distracting — the intrigue remains. The stylish color palette and typography impress fans.
9. Teaser email from the Hotel Management
Subject line: Can you keep a secret?
I’m not sure, but I would love to hear it, though! How can I get to know what it is all about?
(Source: Pinterest)
What is so good about this teaser email: The Hotel Management did not mention what they are about to change. It can be anything: interior design, new ways to entertain guests, or new hotels somewhere on the islands of the Mediterranean Sea.
Customers will love to join you!
10. Teaser email from Havenly
Subject line: Something new is coming to Havenly.
Just another great example of a teaser email campaign.
(Source: Email from Havenly)
What is so good about this teaser email: I loved its design, especially the banner — and the fact that they asked recipients to check their inboxes the following week.
11. Teaser email campaign from Daybreak Seaweed
Subject line: Something new is coming.
A bright teaser email creates intrigue with the help of a fuzzy image that does not yet allow us to see what awaits us. At the same time, the brand offers a discount on other products that you can take advantage of right now. This is definitely the next product release that I look forward to.
(Source: Really Good Emails)
What is so good about this teaser email: The subscriber immediately sees all the information on one screen: the promise of something new, the exact date, a discount on all products, and a CTA button.
12. Teaser email campaign from Blenders
Subject line: Get Ready. It’s All Coming Together...
In this teaser email, the brand not only attractively announces that a new collection will be released soon but also offers access to it one day earlier. Great email marketing strategy! Pay attention to the CTA — it allows you to collect contacts of those who are definitely interested.
(Source: Really Good Emails)
What is so good about this teaser email: I really liked the combination of colors in the email layout — the eye immediately sees important information.
13. Teaser emai campaign from Baublebar
Subject line: Our NFL Playoffs Sale Is Coming…
This email has a fairly simple design — the brand, whose emails usually contain attractive product images of jewelry, creates a soft announcement by sending an email with only the main message on a plain background. It must be said that this approach stands out from their regular promotional emails and will definitely attract attention.
(Source: Email from Baublebar)
What is so good about this teaser email: In such an email, the copy comes to the fore; therefore, every written word is important. The brand highlights the important message with a noticeable font and colors and fully copes with the task of attracting interest.
14. Teaser email campaign from Psycho Bunny
Subject line: Be the first to know about the new collection.
Here is another example of a successful teaser email campaign about an upcoming clothes’ collection. Notice how the brand deliberately uses unclear images of clothing to first build intrigue and only then provide all the information in the next emails.
(Source: MailCharts)
What is so good about this teaser email: Waiting for spring is always exciting. An email design in spring colors gets into the mood of subscribers and prepares them for spring renewal along with nature.
15. Teaser email campaign from Comcast
Subject line: Mark your calendar 📅 Watchathon is coming!
To complete this inspiring collection of emails, I chose a teaser email announcing the new season of the famous series. Please note that this example contains all the best practices that are written in the section about upcoming event emails. There is a bright picture, an attractive headline, an exact start date, a countdown timer, and, most importantly, an excellent product that millions of subscribers are waiting for.
(Source: Really Good Emails)
What is so good about this teaser email: I just became a fan of this call-to-action button design — the calendar icon and the slogan “You’ve got plans” hit my heart.
We’ve shown the best teaser email campaigns to get you inspired to build your own. But how do you get recipients to see those emails? You build powerful subject lines.
How to write a teaser email subject line
Let us always remember that it all starts with the campaign’s message, which is carefully expressed in the email subject line, no matter how beautiful your email is. Some big companies can say, “Guess what it is” or “Guess what’s inside?”, and it will work for them. However, small companies need to fight for a higher open rate.
Tips and tricks for eye-catching teaser email subject line
- Use attention trigger words to arouse curiosity — “coming soon,” “big news,” “new product/collection,” “secret,” and “something incredible.” In general, all phrases with the word new include an attention light in the brain — I want to find out what’s there, the reader thinks.
- Specify the date you want to add to the calendar — this way, subscribers won’t miss the email and won’t put it aside to read it later.
- Don’t make your subject line too long — the shorter, the more intriguing. Intrigue always lurks in slight understatement.
- Make it intriguing yet clear. If you’re not yet a big brand whose every new product is eagerly awaited, make it clear to the reader that there’s something exciting waiting for you inside.
Examples of teaser email subject lines
All the titles that we used for each example in the previous section are the real subject lines.
Looking for a caption for a new product launch example? Check these ones out:
- Psst... Coming Soon — Monica Vinader.
- Introducing Tease Crème Cloud ✨ — Victoria’s Secret.
- Big news to unbox — Monica Vinader.
- The Mermaid Tote Is FINALLY Here — Brighton.
- A Dream Come True — Victoria’s Secret.
- The Taycan dream, closer to reality — Porsche.
- It’s coming — Harry’s.
- Coming soon to your favorite screen — The MarketingProfs Team.
- For the First Time Ever — Chubbies.
- Electrified at a New Level — Porsche.
It is worth mentioning that you can also work on hidden preheader text. It can be like a continuation of the subject line.
How to use Stripo for a better email subject line
From now on, you can set preheader text and email subjects right within the template with the Stripo editor. You can also use GenAI to create your best email subject line.
Click the “Settings” button above the template you are working on:
Best practices for successful teaser email campaigns
Apart from the creative teaser campaign ideas given above, we should mention the following best practices:
- Work on your teaser email design — looking back on all the teaser email campaign examples, we can say that the teaser email design depends totally on the object of your focus. And here, you have no restrictions at all. The only rule is to make it eye-catching and really intriguing. This will take you a while, but the results will likely pay off.
- Work on your teaser email copy — email content is a great part of a successful teaser email campaign. Your catchy subject line, preheader, and email copy should build intrigue and desire to get to know more information and create urgency and FOMO.
- Add the call-to-action (CTA) buttons in teasers — in email campaigns like these, if your email is focused on a date, be sure to include the “Add to Calendar” button and only one single call-to-action button if the email is focused on a product release.
- Choose the right time for your teaser emails — there’s no need to come to this trick very often. Do it only when you have something really huge to offer your clients!
- One announcement at a time — dedicate your whole campaign to one thing only. Keep the focus.
- Use follow-up emails to reach the goal — complex email marketing is not limited to a single announcement email. Be sure to remind them about your offer again, especially on launch day.
- Measure the effectiveness of teaser emails — use key performance indicators and metrics to track success, such as click-through rates and website conversions.
- Test and optimize — refine your teaser email strategies for success.
Wrapping up
Still wondering whether creating anticipation for your subscribers using teaser emails is worth it? Don’t even hesitate — just take this excellent marketing tool to work and complement your strategy with it.
Here are the main points to remember for successful teaser email campaigns:
- start preparing teaser emails in advance so as not to miss the correct announcement dates and prepare truly creative campaigns;
- keep the reader’s interest in creating teaser campaigns from several emails — first indicating the big news and then adding details;
- pay attention to design and copy — look at examples of Stripo teaser email templates for inspiration.
Use inspiring examples and tips that you like, and your subscribers will definitely be delighted with your teaser email campaigns.
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