You are here because I am pretty sure you want to learn about this neat strategy called foreshadowing that you can use in your email marketing to improve open rates. You might have seen this being used on news programs and talk shows. Its like right before the commercial break, the hosts announces what’s coming up next. The whole idea is to make you intrigued enough to sit through the commercial to see the next segment.
There is another good example of foreshadowing that is when magazines show images and headlines or short bullets of what’s coming in next month’s issue. And again, the point is to pique your interest and get you to either buy the next issue, or even better get a subscription from you.
Adapt Magazine Concept
We can easily adapt this concept for email marketing and it works like a charm. You can use it towards the end of your email transition from what you’re talking about today to what’s coming in the next email. The trick is to be vague on purpose, but grab their attention.
For instance, if you’re talking about why email marketing is important and the next email will be about crafting subject lines to get a higher open rate, you may write something like this: “Watch out on Friday’s email when we’ll talk about the most important thing when it comes to email marketing. Even if you don’t get this right, nothing else matters.”
Mix It All Up
To mix it all up, mention what they can find in the next email in the P.S. of your message. Say if you publish a weekly newsletter, try adding a section on what’s coming in the next issue similar to what you see in a magazine. Try to keep it simple and use images for best results.
If you want to take it a step further and get your subscribers to open a previously sent email. This works like gang busters if you’re writing a series of emails on a related topic. During the beginning of your email you 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.
It is not necessary to use foreshadowing in every single email. Just sprinkle it in here and there where it makes sense. It gives you a chance to pick up on the subject line of your next email. Also try using something like “As promised…” Even the readers who missed your last email might be curious enough to open this one.
Give it a try and see if you don’t start to seeing higher open rates and more importantly get your subscribers more engaged.