When it comes to keeping your customers, first impressions matter. A lot.
Setting expectations early on is something that too many businesses overlook in favor of aesthetics or deals. And this little thing? Your email engagement metrics could be made or broken by it.
Why Setting Expectations Is Non-Negotiable
A new subscriber is inherently curious in how frequently they will be contacted as soon as they sign up for your list.
- “Is this spam or will it be helpful?”
- “Is it worth my while to open these emails?”
Anxiety, skepticism, and worst of all, unsubscribes, might result from failing to address those questions up front.
So what happens when you set expectations early?
- Lower Unsubscribes
- Higher Open and Click-Through Rates
- A closer relationship with your audience
Here’s an example of a few brands that nail it.
Glossier
When you sign up for Glossier’s emails, they instantly let you know, you’ll get early access to new products, beauty tips, and behind-the-scenes content. This builds anticipation and makes the subscriber feel like an insider, not just another email on the list. We’re a big fan of Glossier, we love everything they do in their nurturing.
So how can you establish expectations in your emails: Here’s an example you can steal.
Hey Name,
“You’ll receive updates from us once a week. No nonsense, just the good stuff, like first access, exclusive deals, and professional advice that you’ll want to share with your friends.”
The voice? Warm, clear, and self-assured. By doing this, you’re encouraging your viewers to stay.
Pro Tip:
- Be direct. Let people know how frequently you plan to email them.
- Keep your word. If you say “once a week,” don’t send five
- Consistently provide value. Avoid using irrelevant stuff as bait and switch.
Establishing expectations early on is one of the simplest and most often forgotten methods to increase the credibility of your email marketing campaign. It goes beyond merely cutting down on unsubscribes. Making a brand experience that people want to participate in is the goal.
Don’t keep them in suspense the next time someone joins your list. Let them know what to anticipate, and then deliver on time.
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