Reveal Marketing

The 5 Essentials Of Reveal Marketing

As you’ve probably figured out by now, we’re pretty excited by reveal marketing.

The reasons are simple.

We’ve found that our clients and those brands and marketers who embrace reveal marketing see the results – higher levels of engagement and active interest in campaigns that all lead to more clicks.

Using reveal based marketing is the perfect way to combat some of the stagnate email open, and ad click through rates marketers have been seeing for a while.

The numbers don’t lie. We’ve found that reveal marketing has been shown to increase click through rates by 200%, and the engagement rate of emails that use reveal marketing is five times that of conventional email.

So, today, we figured, why not break down the most basic components of reveal marketing and share them in a handy checklist? This way, if you’ve been considering adding this tactic into your own brand’s marketing toolbox, you’ve got a good framework for getting started.

Ready to take a look?

The Six Psychological Factors

The first thing you must have in any reveal marketing campaign is an understanding of the six psychological factors of consumers that reveal marketing taps into.

We won’t go in-depth into each of them, but here are the six:

  • Perceived Value
  • Curiosity
  • Conditioning
  • Endowment/Ikea Effect
  • Fear of Missing Out
  • Near Miss Theory

Each of these plays a key role in consumer behavior.

What’s important to know is that building curiosity, rewarding behavior, and motivating readers to take action, works.

These factors, when combined with something as simple as an email, can drive engagement through the roof and help turn uninterested readers into devout customers.

Headlines and Copy

Having a great headline or subject line is a key factor in any type of copywriting or email marketing, and it’s certainly something you don’t want to forget about when it comes to a reveal marketing campaign.

Using teasing headlines and content is going to go a long way in getting the reader to open your email. A good headline can also serve as a hint, telling your reader that if they open (and interact) with the email they are going to get something out of it.

Clear Call to Action

Your headline might have gotten readers to open your email, but if they can’t figure out what to do next, you’re in trouble. Take this critique of a campaign run by Red Box. While the email hit all of the six interest and excitement factors that get people interested, it was too difficult to figure out exactly how to get the reveal campaign to work.

This mistake needs to be avoided at all costs. Any reveal marketing campaign has to have a path that encourages the reader to start interacting immediately. If that’s not clear, you’re going to lose before you’ve begun.


This one should go without saying, but a reveal marketing campaign needs to be interactive. And we’re not talking about passive interactivity, like watching a video for 15 seconds. Nope, we mean fully active and engaged interactivity like this classic Dockers reveal marketing campaign.

That means you need to have a campaign that actively asks your readers to participate. Just watching or reading isn’t enough. The more interactive you can make it, the more likely you are going to check off each of those six fundamental psychological factors (and see the results).


You didn’t think we were planning on leaving out fun, did you? The fact of the matter is, the most successful reveal marketing campaigns are those that have fun. Get creative. Think outside of the box, and your customers will be so happy to see something new and different they won’t wait to start clicking.

Some of the most common campaigns that work well include trivia, spin the wheel, shaking or tilting a mobile device, drawing, playing a game, or solving a puzzle.

The Final Checklist

We’ve covered some of the essential components we feel every reveal marketing campaign must have. Follow this checklist to ensure you’re covering all the basic points before you launch your next campaign:

  • Do you have an engaging headline that makes people want to open your email?
  • Does your content lead readers through your email and incorporate some of the psychological factors?
  • Do you have a clear call to action?
  • Is your campaign actively interactive?
  • Will your readers have fun engaging with your content and campaign?

Answer yes to these and you are well on your way to success!


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Liz Froment

Liz is a marketing content writer for the Scratch-it team. She loves learning and writing about email marketing. You can find her tweeting about it and a lot more at @lfroment.