You’re watching a television show and it ends with a dark scene of a hand firing a gun at the hero.
You don’t know if the hero lives or dies.
You don’t know who shot the hero or why.
And you’re in suspense.
So what do you do?
You watch the next episode, of course.
Humans have a desire to KNOW stuff.
When they don’t know, it bugs them. It’s like an itch that needs to be scratched, and they’ll do whatever it takes to scratch that itch.
You can do the same thing with your emails – make it so your readers MUST read not only the email you just sent them, but also your next one and the one after that.
Andres Chaperone does a great job of teaching this email marketing technique.
In fact, here are three different email techniques open loop methods he recommends:
The Fake Out Open
You start out telling your readers that you’re going to tell them something. But then you tell them something else, instead.
I’m going to show you exactly how I managed to lose 83 pounds while watching television, eating whatever I wanted and never exercising – other than to go to the fridge.
The secret to my weight loss involved three magic words, and I’ll tell you what those words are and why they work to make you effortlessly lose weight tomorrow.
But right now, I want to tell you about my 21 year old college roommate who died from a heart attack because of a single Oreo cookie.”
You’re telling them what you’re going to tell them, but you’re not telling them right now.
That’s because you have something else to tell them now.
This is an open loop – the magic 3 words that caused the 83 pound weight loss – combined with value stacking. They get a secret tomorrow, and they get a story about the dead roommate and the Oreo cookie today.
This makes the recipient feel like there’s a ton of great stuff coming from you.
This creates surprise, curiosity, desire and anticipation.
And they love you and your emails for it.
For this one, you’re going to throw in an open loop somewhere inside your content. It could be almost anywhere – near the beginning, in the middle, near the end… where you place it will depend on what it is and how it relates to the rest of your email.
For example, let’s say you’re writing an email about weight loss, and you’re telling the story of how one of your weight loss students lost 143 pounds thanks to your coaching. In the middle of your email, you might write…
“And when I told her how to perform the belly blaster technique in the shower every morning, and that she would effortlessly lose another pound of ugly fat every week… well, she just about lost it.
***If you’re not familiar with my belly blaster shower technique for losing fat, tomorrow I’ll tell you exactly how to do it. You’ll be shocked at the results.
So she tried the technique anyway, even though she thought I was crazy, and a week later she called with the results.
‘I lost 2 inches off my stomach, and I didn’t do anything else differently!’”
Notice how we mention something that’s bound to provoke curiosity, and then we tell the reader they will find out all about it… tomorrow.
Cliff Hanger P.S.
This is perhaps one of the most commonly used techniques for creating an open loop. It’s easy to do and keeps you on the minds of your readers long after they close your email.
You simply tack on a P.S. with a teaser for whatever you’re going to share with them tomorrow, like this:
“PS: Did you ever hear about the guy who decided to tie balloons to a lawn chair, to see if he could fly?
He did, with unexpected and totally scary results. In fact, he even scared the heck out of an airline pilot at 30,000 feet!
And what happened next, you’re not going to believe. In fact, I’ll tell you all about it tomorrow, I promise.
See you then!”
It’s easy to create open loops in your emails.
And don’t stop there. You can place open loops everywhere. For example, at the end of a blogpost, in your videos and so forth.
It’s a great way to get people to read several posts instead of just one, or to watch several videos.
You just keep ‘open looping’ them, and they keep clicking to satisfy their curiosity.
It works almost like magic.
How do you improve your unsubscribe rate? You work hard to build your list. Now how do you keep your readers from leaving? Can one work make all the difference in your unsubscribe rate?
One thing is certain. A certain percentage of new list subscribers will unsubscribe from your list almost immediately. They’ll get the lead magnet you offered them and then POW! Unsubscribe. You’ve got to wonder why.
Are they afraid you’re going to sell them something? Maybe. If you’re building a list of online marketers, you’ve really got to wonder about their thinking. After all, don’t they want to learn about marketing? And isn’t getting on other people’s marketing lists a good way to learn?
Anyway, here is the trick to reducing these immediate unsubscribes no matter what your niche is:
On the letter that new subscribers get, remove the word “subscribe” and all of its variations.
You know the ones: “Thank you for subscribing,” or “You are now subscribed,” or “If you did not subscribe, please click here,” etc.
Whether the word is coming from your autoresponder or from you, get rid of it.
Talk about the lead magnet, its benefits and how to download it, but do not talk about their subscription.
Try this for a month, and then compare and see how much your unsubscribe rate has improved.
It’s amazing what a little personalization can do.
Quick example: You go into a store looking to buy something. A sales person helps you, but you leave without making a purchase. You go back a week later, and the sales person greets you by calling you by name.
How do you feel? Maybe respected, appreciated and memorable? And do you want to do business with someone who cares enough to remember your name? Of course.
When Coca-cola introduced Coke bottles personalized with people’s names, sales jumped 2%. Now I know 2% might not sound like much, but to a company as big as Coke, it’s huge.
Personalization – when used properly – can double your conversions. Here are 10 ideas on how to personalize not just words, but actual images – and how you might use these ideas in your own business…
1: Inactive Customers or Subscribers:
Re-engage with customers and even subscribers who are no longer active.
For example, for customers who haven’t made a purchase in 90 days, or subscribers who haven’t clinked a link in a month, send them a photo of you in front of a whiteboard looking sad.
The whiteboard has a simple mathematical equation with your business name, minus their name and a frowny face, like this:
Your Business Name
– Your customer’s name
2: New Customers and Subscribers:
Create life-long customers and communities by taking the time to welcome someone when they join you. For example, you might send them a picture of you holding a sign that says, “Welcome Paul!”
3: Product Sales:
When your customers buy a product that you are shipping out, keep them engaged by sending them an email with a picture of their package. This keeps them excited and tells them it’s on the way.
Bonus: Get a clear shot of the address label, and it will help them to confirm their shipping address before it’s too late.
4: Webinar Attendance:
Get people to show up for your webinars by sending them a personalized reminder email in the form of a photo of a handwritten note, or of you standing next to a whiteboard with the written words, “Are you coming to the webinar, Joan?”
This will capture their attention, be far more memorable and do more to get them on the webinar than the standard email that webinar services send out as reminders.
5: Cart Abandonment:
Send out a photo of an empty box with their name on it, such as, “Order for Bob Smith.”
This emphasizes the sense of loss in not ordering, and will get some of your customers to come back and finalize their purchase.
6: Text Messages:
If you use text messages for following up with customers, how about adding an image of a newspaper that features their name and the reason for the follow up?
Guaranteed you’ll have their attention.
7: Customer Anniversaries:
Send out a personalized image that contains congratulations on their anniversary – perhaps the anniversary of purchasing a product, subscribing to your list, joining your membership site, etc.
You’ll make them feel special and important.
This is a brilliant idea that can put serious money in your pocket almost immediately – send out an image letting your customer know they forgot something.
It might be a picture of the upsell they didn’t take, along with words such as, “You forgot something John! (It’s our best offer).
Do you offer any kind of courses or online training?
Send out personalized and official looking certificates of completion with their name, the training level achieved, the date, signatures and seal.
10: Online Order Confirmation:
When someone places an order, send them a photo of you and your team with a sign that welcomes them by name. It might say something like, “Welcome to the family, Aaron.” Make sure everyone in the photo looks especially happy.
Now then, you might be saying: “Sure, this is all well and good and I can see how it will help me to retain customers and make more sales, but who has time to do all this?”
Good question. The answer is, you do – if you get PicSnippets.
PicSnippets creates personalized images for marketing, sales and customer follow-up. You can create your PicSnippet and use it on nearly any platform such as Infusionsoft, ClickFunnels, Shopify, ManyChat, Klaviyo, FixYourFUnnel and more.
Just go to PicSnippets.com and register today.
You’ve heard of guest posting. But what about guest emailing? Here’s how:
So what’s the incentive to the list owner to let you do this?
Maybe that they’re sick of writing emails, but they want to keep emailing so their list doesn’t forget them.
Or maybe you do a swap and let them send an email to your list.
Try it – you could add several hundred subscribers with the right email to the right list.