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Consistency is one of the keys to building a brand presence on and off the internet. Consistency is also an important factor in your newsletter email campaigns. Your marketing activities can create a synergy by creating a whole which is greater than the sum of its parts. This is basically the definition of consistency in the dictionary. By having consistency in your newsletter email campaigns, you can save time and money, focus and simplify your marketing efforts, and help you set up and meet the expectations of your customers and readers. All of this equals more conversions, and creates a bigger bottom line for your company.
Look and Feel of Your Newsletter Email
You’ve developed your logo, a color scheme, decided which fonts are best, and designed the layout for your website. This all costs time and money. And like most businesses, you’re probably short on both. So why would you try to reinvent yourself with your newsletter email campaign? Use what you know works for your website and store. This will help customers identify with you quickly and solidify your brand presence. One example of this is Tiffany & Co. Their robin’s egg blue box is used in all of their online and print media. You know immediately when you see their signature box you’re dealing with Tiffany & Co.
Timing is Everything
Once you figure out what timing is the best for sending out your newsletters, stick with it. You may have to play with the timing of your newsletter email campaign, and each business has a different timetable, but stick with it once you figure it out. Don’t send your newsletter out too frequently, but also don’t have such a long lag between issues your customers forget about you. Get out a calendar and make a schedule you can keep.
Set the Tone
What is the culture of your company? Are you friendly and a bit quirky, or are you more formal? Your newsletter email campaign should reflect who you are as a company and let readers see the human side of your business. A newsletter is a way to connect with customers and respond to them on a personal level. Don’t be afraid to be yourself and be unique. You want to be set apart from the competition. Keep your tone consistent and use it with all of your communications.
Don’t Stop at Newsletter Email Campaigns
Consistency should be woven into all aspects of your company’s communications. Build upon each form of communication with your customers. People soak in formation in small bits and pieces, and by being consistent you can feed them information and form relationships with them so they become loyal customers. Use the same tone, look, and feel in all of your newsletter email, promotional email, and individual emails.
A newsletter is a great way to educate your customers and connect with them. If you have any questions about newsletter email campaigns, contact us at The Mission Suite. We have a free trial offer for you to take advantage of so you can see how we can help you build a consistent and powerful marketing effort.