Message & Media: Hook, Line and Sinker
5. Establish Urgency
Deadlines have always made direct mail teasers more effective. And with email, deadlines can be even more precise and convincingly urgent: Final day! Early bird registration ends at 5 p.m. Eastern. Another example: Our biggest sale of the year ends in 6 hours.
6. Announce Good News
New and improved are powerful words: New! Buy online and make better margins. Or how about announcing a favorite product's comeback: 25¢ bulbs are back.
7. Start a Story
Mal Warwick mentions this fundraising envelope teaser in his book, "How to Write Successful Fundraising Letters": She was only 11 years old. She was as old as the hills. (How can you resist not finding out more?)
8. Promise a Benefit
Know what your reader loves, then link a product benefit to it: Bison is better for you than beef. See back for details.
9. Provide a Pat on the Back
We all like to feel important: We value your opinion.
10. Make a Challenge
Often used by magazine writers and editors, this technique works well across channels: Take this test to learn your Investment I.Q.
11. Personalize It
Personalized teasers don't have to include an individual's name to be effective. Personal relevancy is every bit as powerful: Attention Kansas residents: Premium rates remain the same from 2012 to 2013.
12. Establish Exclusivity
We all like to think we're getting special treatment: 15 discounts for union members only or Take the cruise of a lifetime with fellow ASU alums.
13. Tantalize With Tips
Properly targeted, tips are highly effective enticements to increase open and clickthrough rates. Team the word "tips" with a number and you're destined for success: 9 tips for cutting the cost of car insurance or 5 budget-friendly shopping tips.
14. Make Teasers Action-Oriented
You've probably noticed teasers often start with verbs to encourage response: Register now, save 30%.