7 sneak peek email examples to intrigue your customers

Reading Time: 8 minutes

Curiosity is a powerful motivator, especially for shoppers, and sneak peek emails are the perfect way to tap into that psychology.

These emails create intrigue by offering just a glimpse of what’s to come, sparking anticipation and excitement among your audience.

A well-crafted sneak peek email can drive clicks, boost engagement, and make your audience feel valued. When customers feel included in something exclusive, they’re more likely to take action. 

So, let’s discuss sneak peek emails, explore some of the best examples to inspire you, and learn about the best practices for building solid sneak peek email campaigns.

What is a sneak peek email? 

A sneak peek email is a promotional email that builds curiosity and anticipation. It offers recipients an exclusive preview of upcoming products, services, events, or content to generate excitement and encourage engagement. These emails typically provide limited information, often accompanied by eye-catching visuals and intriguing subject lines, to spark interest without revealing all the details.

For instance, in terms of product launches, a sneak peek email would give customers an early look at new offerings or features, creating buzz before the official release. 

Similarly, for event promotions, these emails tease highlights of upcoming webinars or sales. Businesses also use sneak peek emails to offer exclusive previews, like early access to sales or limited-edition products.

They strategically target distinct segments, such as loyal customers, VIP members, or specific groups that uniquely interact with your brand.

In addition to increasing engagement and driving traffic, these emails can strengthen customer loyalty and increase conversions, such as sales or signups. 

7 sneak peek email examples to learn from

A sneak peek email strategically combines visual and written elements. Providing small snippets of what’s to come ignites curiosity and draws recipients in as people naturally gravitate toward the unknown. 

Using Omnisend’s newsletter templates and getting inspiration from other sneak peek emails can be effective ways to learn the art of crafting these emails.

Let’s explore some real-world examples from brands that have mastered the art of sneak peek emails:

1. Athletic Brewing 

Subject line: New DayPack Flavors Are On The Horizon ?

In this sneak peek email, Athletic Brewing, makers of non-alcoholic craft beer, sparks excitement for its upcoming DayPack sparkling water flavors.

The headline “New Flavors Coming Soon” sets a tone of anticipation, and details about the launch follow, emphasizing that Athletic Club Members will have early access. 

This email creates a sense of urgency, encouraging customers to join the members club. If they hesitate, the email continues by highlighting the exclusivity of membership, teasing discounts, and members-only merch. 

The primary goal is to create interest in new products and drive membership signups. This strategy drives repeat purchases and ongoing engagement, ultimately increasing customer lifetime value (CLV). 

For those who choose not to join the members club, the email concludes with a call to action that encourages purchasing existing Day Pack flavors. This is still a win because this strategy also drives website traffic.

2. Everlane 

Subject line: Coming. Soon.

Everlane showcases images of its new collection and visually introduces what’s to come. 

The “waitlist for early access” link encourages immediate action. Recipients who click the waitlist link express a specific interest in the new collection. 

This allows Everlane to identify a subgroup of highly engaged customers who are more likely to convert into buyers. It also enables the platform to tailor future marketing campaigns to increase conversion specifically for this segment.

However, that’s not all.

Everlane’s focus on sustainability shines through, as the email also highlights a piece of clothing made from 100% recycled materials. This addition aligns with the brand’s commitment to ethical manufacturing and resonates with eco-conscious customers, further cementing brand loyalty.

The closing note, “Can’t wait? We get it,” paired with a link to view new arrivals instead, is a smart move to get customers to view existing products they may have missed and also be interested in.

3. Halfdays 

Subject line: Something NEW is coming soon ?

Halfdays introduces a new trial collection via a sneak peek email featuring a blurred background image of a woman wearing the latest collection, amplifying the intrigue.

However, the main focus is the CTA button that says “SIGN UP FOR SMS.” It encourages customers to engage in a more direct and personal channel for communication provided through SMS marketing. This direct and personal SMS channel is often associated with high open rates, making it ideal for time-sensitive launches.

Overall, this sneak peek email template is effective because it’s short and provides a channel for customers to follow in preparation for the exciting product reveal.

4. Elgato

Subject line: Mark your calendars ?

Elgato’s sneak peek email encourages customers to mark their calendars. 

The email features a sleek, dark gray background with a bold, centered date that reads “July 15.” It also includes a simple link labeled “Take a peek.” 

The choice of words is deliberate because creators and remote professionals value efficiency and clarity. The simplicity mirrors Elgato’s streamlined, high-performance solutions. The content excludes images and product mentions to maximize anticipation and boost click-through rates. 

The email directs customers to click through and learn more about the upcoming announcement by reducing distractions and leveraging curiosity.

This strategy ultimately drives higher interaction with Elgato’s campaign and ensures the audience stays invested in launch updates.

5. A Kids Book About 

Subject line: ? SNEAK PEEK! We’ve Added 12 New Books

A Kids Book About is a brand known for creating empowering content that sparks important conversations with kids. Its sneak peek email teases the launch of 12 new books while positioning them as responses to community requests. It also adds a personal touch that makes recipients feel involved.

The email includes a limited-time preorder offer of 20%, generating excitement and urgency. However, the goal is to make existing customers feel valued by treating them as insiders with an offer that builds an emotional connection and encourages further engagement with the brand.

The bold line saying “Our Biggest Release Ever” subtly hints that the brand is doing something big this time, making the subscribers want to be a part of it. The purpose is to motivate recipients to explore the brand further and make their first purchase.

6. DAVIDsTEA

Subject line: Sneak peek: New Tea Press color inside!

The email by DAVIDsTEA begins with a “how to use the tea press” section. This section showcases the product, educates the customer, and positions the tea press as a practical item in their routine.

Next, the email reveals the new tea press color, as promised in the subject line, and showcases “Best-selling fall teas.” It also includes a link to shop the products, emphasizing that they are only “back for a limited time.” 

This strategy triggers FOMO (fear of missing out) and subtly boosts seasonal sales. Finally, the email offers a free product with a specified purchase amount, which drives customers to the ecommerce store.

That said, this email structure leverages principles of progressive disclosure. This tea email marketing strategy gradually introduces small, digestible pieces to the customer, giving them multiple opportunities to take specific actions as they uncover more steps.

Finally, the “free” product and shipping on a specific order amount make it easy for the subscribers to take action.

7. Havenly 

Subject: Something new is coming to Havenly…

Havenly’s sneak peek email teases “something new” launching soon without giving specific details. The goal isn’t to overwhelm the recipient with information but to plant the seed of excitement and keep the brand top-of-mind.

Telling customers, “We know you’ll love,” sets expectations. Customers begin to imagine the value coming, which taps into their trust in the brand.

For the customer, the promise may feel like an invitation to engage with a brand actively working to bring value. From a brand reputation standpoint, it shows confidence and reliability. 

The minimalist visual design and links to sections like “blog,” “designers,” and “how it works” subtly guide the recipient toward further exploration rather than pushing for an immediate sale. This means the brand values the journey it will take the customer on more than hard selling.

Best practices for sending sneak peek emails

Now that we’ve covered some of the most effective sneak peek email templates, let’s examine best practices to ensure your sneak peek emails generate the desired effect:

• Create intrigue with a compelling subject line: The subject line is the first thing your customer sees and determines whether they’ll open the email. A well-crafted subject line boosts open rates and sets the tone for the rest of your email content.
• Personalize emails: Personalization can be anything from using the customer’s first name to suggesting products that align with their interests. This makes the email feel more relevant and makes the customer feel special, too.
  
  Perfecting the art of email personalization and incorporating it in your sneak peek email template would significantly enhance trust.

• Use eye-catching visuals: Visuals serve as a form of non-verbal communication, conveying more about the product than words alone ever could. Done right, sneak peek email images should emulate your brand’s identity and make the email easier to digest. 
• Include a clear call to action: An effective email CTA directs the recipient’s attention, creating a seamless transition from curiosity to action. Without it, the email becomes a passive teaser, leaving the recipient unsure what to do next. 
• Send emails to a target segment: Develop a strong email segmentation strategy based on specific customer demographics, preferences, or past interactions. This makes the messages feel relevant rather than generic or misplaced.
  
  An email marketing tool with segmentation features simplifies this process, enabling brands to refine their email strategies faster. This is important as the absence of segmentation risks diluting the impact of your message. 

18 best sneak peek email subject lines 

A sneak peek email subject line is often exciting and conversational because it mirrors the email’s purpose: to create intrigue and anticipation. Prioritize subject lines because they make the first impression.

For this reason, they need to be unique and relevant. Consider leveraging tools like Omnisend’s free AI subject line generator to create subject lines that boost open rates.

The following examples can also serve as inspiration:

1. ? Sneak Peek: We Know You’ll Love This!
2. You Asked, We Delivered… ?
3. Shhh… Here’s A First Look — Just For You! ?
4. ? Exclusive Reveal Inside!
5. Guess What’s Coming Soon… ?
6. You Won’t Believe What We Are Coming Up With…
7. ? A Little Secret, Just For You!
8. Get Ready For Something Big!
9. You Are Our Favorite and We Are Giving You Early Access… ?
10. Sneak Peek: Your VIP Access Starts Now!
11. ? Curious? Here’s A Tiny Hint…
12. You’ll Be The First To Know!
13. ? It’s Almost Here: See It First!
14. Just Between Us… Something Exciting Awaits!
15. ? Get Ready To Be Amazed!
16. You Don’t Want To Miss This Preview…
17. The Cat is Out Of The Bag! Watch Out For What’s Coming Your Way
18. The Wait Is FINALLY Over… Here’s A Glimpse!

Wrap up 

Sneak peek emails build anticipation and engage your audience before a big reveal. Personalization, striking visuals, and a clear call to action can elevate these emails, making them an essential part of your marketing strategy. 

Overlooking these elements, using vague subject lines, or failing to segment properly can lead to missed opportunities. Instead of sparking curiosity, the email may fall flat, leading to disengagement and diminished brand trust. 

The key is to find the right balance between intrigue, relevance, and clarity.