Whilst varying the content that you include in the newsletters sent out as a part of your email marketing campaign is certainly useful (no one wants to read the same thing over and over, after all), it is important that you keep some things consistent if you want to receive ultimate success. We have compiled a list of three of the more important factors that should remain the same.
- Timing: Your newsletter needs to operate like clockwork – a consistent schedule will convey to your subscribers that your business is trustworthy. Regardless of whether your email is daily, weekly or monthly, make sure it goes out around the same time.
- Format: Whilst the content of your newsletter should vary, the structure should stay the same. Remember that different subscribers will enjoy reading different sections of your email, so make it easy for them to find the section they’re after (this helps boost loyalty amongst readers).
- Message: All of your email marketing should present subscribers with a consistent brand message. This means that readers should be able to immediately recognize your “voice”, and this “voice” should be consistent across your website and blog, too.
Once you have begun implementing a certain level of consistency for your newsletter and all other email marketing material, you should begin to notice a difference in the relationship between you and your subscribers. The ultimate goal of these emails is to build up a level of trust between you, and consistency is surprisingly the ideal way to achieve this.
