So what do you expect?

In all marketing, and especially in any online initiative, it is important to manage expectations.

One sure way to lose people is to tell them one thing, and then do something else.

“Managing expectations” tends to be one of those terms that people pay lip service to. Everyone is in favour, but what is actually being done to make it happen?

If you have a newsletter, you need to let subscribers know exactly what they can expect from you BEFORE they opt in to your program:

> tell subscribers exactly what will happen;
> explain the timing;
> give step by step instructions on what they need to do to get what they want; and
> tell them exactly what you will do with their data.

Immediate contact: It can be a confirmation email, a thank you or a welcome, but whatever it is and whatever you call it, it’s essential. It should be triggered automatically as soon as someone opts in.

Briefly, in positive, clear terms, it has to give subscribers all the details they need, including:

· what is expected of them; and
· what you will do.

More and more in the online space, users expect to be treated as individuals. So if it is possible, offer multiple communication channels and different message frequencies as well as different email formats.

Warning: Don’t ask for information you know you’ll never use. If you ask for it, people will expect you to use it. If you ask for my favourite holiday destination, I expect to receive something about it.

Not new, but important: When managing expectations, it’s also a good idea to under-promise and over-deliver.

Of course, you’ve heard this before. It falls into the category of “attention to detail”. What is the promise you are making? Check it now. Then make sure you deliver that, and more.