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The gap between expectation and experience can make all the difference between success and failing. Big gaps usually result in low conversion and high unsubscribe rates. You have most likely heard people say “don’t make promises you can’t keep”. It the same situation, you shouldn’t build expectations you can’t meet.

Manage expectation: Make very clear what your readers should expect. This should run right through your email tactic from campaign timing to email content. Take time to think about how your email campaigns will effect the expectations of your readers. Aim to create reasonable and eye-catching expectations that promote long term reliability.

Monitor experience: It’s awfully important that you monitor what happens during the experience. If you have a high opt out rate, abandonment rate after click through or low conversion rate you may have an problem with the expectation experience gaps.

Feedback experience: persuade your readers to feedback their comments and opinions. By asking if you met their expectations can help avoid any avoidable marketing blunders. Preferably you should ask what they expected and how this compared to their experience.

Addressing balance

Gaps between expectation and experience can happen for many reasons. Identifying them will enable you to develop your marketing and advance customer relationships.

If your customers identify that their experience was enhanced than they expected you’re probably under selling your business. By researching this you’ll also be able to recognize the exact areas that you’re under selling. You can then focus on promoting the areas that this effects and ultimately improve your company’s profitability.

On the other hand you may find that your customers expected more than they experienced. In this case you are over selling your business or you’re under performing. Identifying this gap will help you refocus on the areas where you are falling short.

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