RealMagnet – 4 Ways to Build Email Anticipation
By: RealMagnet
In a successful email program, your audience opens, reads and responds to your messages. But you really win when your subscribers look forward to your messages before they even arrive. Anticipation boosts all of your engagement metrics because it is an indication that your audience is genuinely connected to your brand, or at least what your brand is putting in their inboxes. Email works with permission, succeeds with attention, and positively thrives with anticipation.
How do you prompt your subscribers to look forward your daily, weekly or monthly visits to their inboxes then? Here are a few ways to build anticipation for your email messages:
Stick to a scheduled send date & time: Scheduling is an important part of anticipation. The Daily Deal sites have a competitive advantage here in that they push out content, well, daily, which much of their audience anticipates as hotly as the morning’s first cup of coffee. Even if you publish less frequently, however, a regular schedule helps. If possible, work in the day or date into the newsletter itself, so your audience makes the connection. Remember Thursday night on NBC’s “Must See TV”? NBC did an admirable job coupling “Thursday” with the “Must See TV” rejoinder, so that even mentions of the day outside of the context of Seinfeld and Friends would build anticipation for the show. Calling your newsletter “Tuesday Newsday” (or working a term like that into every installment) can help build anticipation in the same way, and without costing you $1,000,000 per star per episode.
Use a personal voice: Ultimately, the content in your messages itself is what drives engagement within each one. But the way you present that content can help build anticipation. Your audience will look forward to messages that are pleasant to read, even if the calls-to-action are not a direct hit with them. Using a personal voice helps build a personality around your brand, making your messages more memorable. If your subscribers remember that they enjoy reading your messages, first they will be more likely to open them when they see them, and ultimately they may start to look forward to them even before spying them in the inbox (such as the other points of contact with your brand – on your website, and social media).
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