Learn The First of 3 Critical Opportunities to Create The Right Subscriber Expectations
Consistency matters – but before you can consistently meet expectations, you have to set them! If subscribers don’t know what’s coming, it doesn’t matter how consistent the formatting and frequency are – those emails will still feel inconsistent with whatever preconceived notions subscribers had about them.
So how do you create expectations that you can then meet?
As I see it, you get 3 critical opportunities to do so.
Today, let’s discuss the first one:
Create Subscriber Expectations Before The Opt-In
The minute potential subscribers become aware that you’re even offering something by email, they begin to make assumptions about that offering, like:
- What they’ll get from you if they sign up
- How often they’ll get it
- The value/benefit to them if they sign up (or the lack of it)
- The cost to them if they sign up (their time and privacy, plus: are you going to share their email address with someone else?)
If you don’t replace these assumptions with expectations that match what will actually happen, then these potential subscribers either won’t sign up, or they’ll be confused/dissatisfied/angry when what actually happens doesn’t match those assumptions.
Clearly Explain, In or Near Your Opt-in Form:
- What kind of content you’ll be sending (you may even want to link to a sample email)
- How they’ll benefit as a subscriber (this is your email’s value proposition: why should someone subscribe?)
- When/how often the subscriber will hear from you (estimate if need be)
- What you do and won’t do with subscribers’ information (this may not be necessary in all cases – especially if you already have the visitor’s trust – but in general it’s a good idea)
Mark Brownlow has more on this plus an example. The form below (hint hint) also gives you another example:
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Coming Soon: The Next Critical Time to Set Subscriber Expectations
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