Hello and welcome to this week’s Monday Minutes. Each week in this series I am going to share simple tips and advice that you can implement quickly to help your business become more successful.
This week’s tip is all about improving email open rates with foreshadowing. We are going to talk about enticing your readers with a hint of what’s coming next.
Do your email open rates leave you scratching your head and wondering why people aren't excited to see what you have to say?
When it comes to keeping, your readers coming back for more there are plenty of tried and true strategies that you can try. One of my favorites is a little technique called foreshadowing and when you use in your email campaigns it can definitely help improve your open rates.
Chances are you’ve seen this used on news programs and talk shows. Right before the commercial break, the hosts announce what’s coming up next. They do this to keep you intrigued enough to sit through the commercial to see the next segment.
Another good example of foreshadowing...
is when magazines show images and headlines or short bullets of what’s coming in next month’s issue. Again, the point is to pique your interest and get you to either buy the next issue, or even better, buy a subscription.
This technique can be easily adapted for email marketing and it works like crazy. Towards the end of your email add a line or two about what’s coming in your next email. Make sure to be vague, saying just enough to grab the reader’s attention.
For instance, if you’re talking about why content marketing is so important and the next email is about content strategies to generate traffic, you may write something like this: “Keep an eye out for Monday’s email. We’ll talk about THE most important thing when it comes to an effective content marketing strategy. If you don’t get this right, you’re leaving money on the table.”
This works great if you publish a weekly newsletter. You can even try adding a section on what’s coming in the next issue like you see in many magazines. Keep it simple and whenever possible use images that draw attention to improve your results.
You can even take it a step further and get your subscribers to open a previously sent email. This works particularly well if you’re writing a series of emails on a related topic. Towards the beginning of your email mention something you covered in the last email, then move into today’s topic and then wrap it up with a little hint about what’s coming next.
You don’t have to use foreshadowing in every single email. Use it when and where it makes sense. It also gives you a chance to pick up on in the subject line of your next email. Try using something like “As promised…” Even readers who missed your last email might be curious enough to open and see what you have for them.
When you begin using this technique make sure that you track and test your results, so you can tell if you are getting higher open rates and more importantly increased subscriber engagement.
Make sure you look for next week's Monday Minutes. We will be talking more about how to use Instagram to grow your business! See what I did there? 😉 😉
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Thank you for reading,
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