Priming your recipients is rarely a bad idea in marketing. If what you’re doing is going to be useful to them, why not warm them up first with a little expectation? For example, many businesses which send out informative emails do them on a schedule and know what’s coming next, so take advantage of that. A case study could link to the product or service being highlighted, but also explain how the subsequent email will provide the full technical detail about the product used in the case study. That would make a product sales email seem like something to be anticipated, rather than an intrusion.
Many people who sign up to receive something aren’t always sure what they’re going to get on a long-term basis. So why not respond to their initial request with a confirmation that explains the sort of thing they’re likely to get from you? It’s a great ice-breaker. Also, an initial email of a manageable length gives an encouraging impression that what’s to follow won’t be too daunting.
Tomorrow is the end of July (already!), so I’ll be sending out my normal list of all the topics we’ve covered this month. There’s been some good stuff this month, so I think you’ll find it interesting.
(See what I did there?)