Jimmy Kim shares four ways to use curiosity gaps in retention emails: product education, customer stories like weight-loss transformations, result teasers that hint at outcomes, and before-and-after routines. Each tactic creates intrigue by focusing on promised results instead of features.
How do you use curiosity gaps in these kind of retention campaigns?
Again, we go back to a couple things, right? So product education, simple. The one thing nobody tells you about product category, right? Like it's a really simple way to educate people because as much as you know as an expert and the product owner, a lot of times, often the other side doesn't know, right? Good customer stories, how Sarah lost 30 pounds in 9 days without giving up carbs. Like it's a really fun way that is relatable to people. I also like result teasers. These are fun. Like what happens when you use product X for every day for 30 days, for example, right? Like what happens in results? Because that's what you're thinking in your head. And then the famous one that I think is really great is the before and after, the routine that changed everything, for example.
And with this, you're building intrigue around outcomes, not just products.
And I would add to that, curiosity gaps work well in retention because customers already know your brand. So you're not introducing yourself. You're deepening a relationship by showing them something new and surprising.
