Hey there. Let’s talk about the bait and switch in email marketing—a tactic as old as email itself. Here’s how it works: you lure someone in with an incredible upfront offer, often a downloadable resource or limited-time access to something valuable. They eagerly hand over their contact information, only to be hit later with standard marketing messages, newsletters, or sales pitches that don’t even come close to the value of the initial promise.
Sound familiar? That’s because this approach has been taught as standard practice in email marketing. But let me tell you, it’s a problem.
The issue lies in the gap between the promise and the delivery. When you front-load your email offering with an amazing resource, you’re setting an expectation that you can’t maintain. Sure, it gets people to sign up—but at what cost? If your follow-up content doesn’t meet or exceed that initial value, your subscribers will feel duped, and they’ll quickly disengage.
The Fix: Consistency and Honesty
The solution is simpler than you might think: be consistent and honest about what you’ll deliver. Before you even start collecting email addresses, decide on a structure for your content.
Campaign Sends: These are your one-off emails that go out to everyone. They should provide value that’s in line with your ongoing email strategy.
Flows: Your automated email flows, like onboarding sequences, should look and feel like the regular emails you’ll send later. This helps subscribers know exactly what to expect from the start.
Set Realistic Expectations
If you’re going to send short videos with personal insights, let your audience know upfront. Don’t dangle a flashy freebie as bait, only to follow it with uninspired marketing content. Your emails should be something you can sustain long-term without burnout, while also delivering consistent value to your audience.
Here’s the thing: you might not get as many signups upfront by avoiding the bait and switch. But the subscribers you do get will be genuinely interested in what you’re offering—and they’ll stick around longer.
Trust Matters More Than Numbers
Email marketing isn’t about tricking people into signing up; it’s about building trust and delivering value. When you’re honest about what subscribers can expect and then deliver on that promise, you’ll create a loyal and engaged audience.
If you like this approach and want to see it in action, sign up for my Almost Daily Email. I focus on personal development, self-relationship, and how these concepts apply to health and fitness. No gimmicks, just honest, consistent value.
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