Like the name implies, an email sequence is a series of emails automatically sent to specific segments of people on your email list. Sometimes this layer philosophy is referred to as an email sequence. These days, brands have adopted a focus on teaser marketing, which means they’re starting their Super Bowl campaigns weeks - sometimes months - prior to the actual Super Bowl itself.
#Extreme hype gif tv
With about 100 million people across the globe watching the big game, brands have a lot on the line when it comes to crafting the perfect 30-second TV spot - especially since these spots cost upwards of $4 million.īut creating even the best Super Bowl commercial isn’t enough anymore. When we refer to this “layer” philosophy, let’s consider the Super Bowl. Remember how we talked about setting a goal? The hallmark of a good teaser campaign is to build momentum as you get closer to launch day. With each layer of awareness, consumers are privy to more and more information. The nature of a teaser campaign is that it has multiple layers. The main message the brand was aiming to convey was that some things naturally go together - like avocado and toast or champagne and orange juice.
For them, it was pop culture references, emojis, and the pairing of avocado and toast. When launching their first ever line of foundations in 2018, they took to Instagram to cleverly tease the unveiling of new products.īeauty Blender thought strategically about what would excite their audience for a new product launch. In fact, it is the most viewed of all Nike’s videos in 2018.Īnother brand that leveraged this approach is Beauty Blender. The picture featured the foot of a mannequin set on a stack of sponges, pillows, and springs, which was meant to hint at the comfort the new footwear would provide.Īfter the initial teaser photo, Nike then posted an Instagram video of the shoe that also introduced its name. Nike teased the launch of their React running shoe with a visual breakdown of the shoe in their Instagram campaign. The number “three” is present everywhere you look, and for good reason. Just think about some of the fairytales you read growing up: The Three Blind Mice, The Three Little Pigs, and Goldilocks and the Three Bears. The “rule of three” stems from the premise that things grouped in threes are inherently funnier, more satisfying, and more memorable - which makes it a great rule in marketing. Three is the smallest number needed to create a recognizable pattern. The “rule of three” applies to every marketing medium and strategy, but studies have found it works exceptionally well with email content. Through tactics like rhetorical questions, pressing commands, and friendly suggestions, you can help entice your consumers to open your emails. Viral websites like Buzzfeed skyrocketed their once small followings and traffic rates by using clickbait subject lines and headlines like “Which Taco Bell Menu Item Speaks To You On A Spiritual Level?” We know this as much as anyone does: everyone hates clickbait. That being said, your campaign’s message should be carefully expressed in the subject line. You could have an amazing teaser email planned, but without a subject line that does it justice, people may not even open it. They also tell consumers the exact date the product will be available in stores, if the reader decides they’d rather purchase it later. Consumers know exactly what they’re being asked to do, and no additional information is needed.Īnother teaser email from Apple: Rather than asking people to save a date, Apple is asking people to pre-order their product.
Take a look at this email from Apple: The line “Friday can’t come soon enough” - combines with the creative announcement on the Apple Watch screen - explicitly tells consumers to save a certain date. Their email templates are well-designed and straightforward, their high-quality images reflect the quality of their products, and most importantly, they consistently set concrete goals for the reader.
When we think of brands that have fully mastered product launch and teaser email campaigns, Apple is the first to come to mind.
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