“While it might sound counterintuitive to keep readers on their toes, the strategy has been proven by ProductHunt as well as other companies, like Timehop and iDoneThis.”

@jimmy_daly

Use this unconventional, but proven, approach if you want to promote interest in your ongoing emails. Try to strike a balance. You want readers to know what to expect from you, but you want to excite by offering newness that your subscribers will appreciate and value.