{"id":45575,"date":"2021-07-30T13:28:53","date_gmt":"2021-07-30T06:28:53","guid":{"rendered":"https:\/\/act.com\/setting-expectations-for-your-email-subscribers\/"},"modified":"2023-03-21T10:49:44","modified_gmt":"2023-03-21T17:49:44","slug":"setting-expectations-for-your-email-subscribers","status":"publish","type":"post","link":"https:\/\/products.act.com\/en-gb\/setting-expectations-for-your-email-subscribers\/","title":{"rendered":"Setting expectations for your email subscribers"},"content":{"rendered":"\r\n
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Have you ever subscribed to an email campaign through a form that says simply \u201cSign up for our newsletter?\u201d What did you expect to receive? If you received more email than you expected, or content that you weren\u2019t interested in, you likely quickly unsubscribed or hit the spam button. After an experience like that, would you still subscribe to those kinds of forms? Not likely. No one has time for unwanted email.<\/p>\r\n\r\n\r\n\r\n

Vague subscription forms are used all too often in marketing automation strategies, with little thought given as to how they may impact marketing effectiveness. If you don\u2019t set expectations explicitly, your subscribers will set them for you, and you can\u2019t meet expectations you aren\u2019t aware of. Forms without clear expectations will cause an increase in spam complaint rates and unsubscribe rates, and can even compel an otherwise interested person to not subscribe at all. Setting expectations is also a fundamental part of obtaining explicit permission<\/a>, which, along with other best practices for email marketing<\/a>, will keep your spam complaints down and your email landing in the inbox.<\/p>\r\n\r\n\r\n\r\n

How to set expectations<\/h2>\r\n\r\n\r\n\r\n

Setting expectations at the time of opt-in isn\u2019t all that hard, just make sure your subscription forms intentionally communicate these three elements of recipient expectations:<\/p>\r\n\r\n\r\n\r\n