Understanding Open Loops In Emails

What’s the most effective open loop strategy? It’s definitely not to close them in the next line. That’s like dropping spoilers as soon as your audience starts eating popcorn. I have a method that will have your readers clinging to every word. Compelled to keep reading—like clicking “next episode” on Netflix. Let me tell you all about it.

The Emmy award-winning emails

Before we dive into my formula, let's take a moment to think. What keeps you up at 3 am—watching your favorite show—despite the morning meeting? It’s more than just one juicy plotline. There’s the main story, yes. But also a couple of subplots, maybe a steamy love triangle, and a mysterious aunt.

It’s a similar deal with engaging copy. To ensure your audience is hooked on your content, use the same trick that keeps them glued to their screens. No, it’s not zombies. But an email equivalent of a love triangle. Let’s see it in action, shall we? And stick around because I've got a neat little formula you can steal.👇🏽

Open loop love triangle formula

1. The opener

After your attention-grabbing subject line, you have your readers at the edge of their seat.

• Netflix Strategy You Need To Use In Your Business
• Five Ways To Prevent Your Audience From Unsubscribing
• This Is What Email Marketing Will Look Like With ChatGPT
• Can’t Get Your Emails Opened? Try This

2. The hook

But instead of closing the loop right away, you keep them hanging, drawing them into a narrative.

• A few months ago, my email engagement hit rock bottom. But the real reason why my business was plummeting was different.
• My dismal email unsubscribe metrics led me down a curious path. I discovered the facts about customer psychology that would change my business strategy forever. But before I get into that…
• When my biggest retainer client fired me and proclaimed to use ChatGPT instead, my life flashed before my eyes. But oh boy, I had no idea what was coming…
• I was tired of watching my audience unsubscribe from my emails. So I decided to ask them to stop. Little did I know, this was just the beginning…

3. The stinger

By the end of your email, you've delivered on the promise of your subject line. But you're not done. You're not letting your reader walk away.

• Next week, I'll let you in on the secret tweak that upgraded this strategy.
• Curious about what I did to prevent my CTRs from plummeting? Click here to watch a video where I explain the whole process.
• Stay tuned for tomorrow, I’ll be sending you my ChatGPT prompts that help to save me 5 hours every week.
• Want to use this strategy in your own business? Sign up for my free masterclass, where I’ll teach you how to implement it and take it even further.

No clickbait zone

Now, before you start accusing me of endorsing clickbait, let's be clear. We're not drafting up an episode of Keeping Up with the Kardashians here. The golden rule of open loops? Don't tease action that isn't going to happen. Ensure each episode is value-packed, insightful, and relevant.

W.W.R.D.?

• Now it’s your turn. Include the open loop love triangle formula in your next email, using this template.
• [Subject Line] <suggest a number of solutions to a common problem your audience faces> → [Email Opening Section] My <share how the common problem led to a new approach>. I discovered <related useful insights> that would change my <related strategy> forever. But before I get into that… → [Email final lines] Curious about what I did to prevent <insert a similar pain point>? Click here <insert a desired action and the promise>.
• 5 Ways To Prevent Your Audience From Unsubscribing → [Email Opening Section] My dismal email unsubscribe metrics led me down a curious path. I discovered the facts about customer psychology that would change my business strategy forever. But before I get into that… → [Email final lines] Curious about what I did to prevent my CTRs from plummeting? Click here to watch a video where I explain the whole process.

Want some easter eggs? Go back through this article and identify where I’ve used open loops to keep you engaged. Enjoy this type of content? Click here to receive my article updates