The Importance of Consistency in Newsletter Emails

by Paiton McDuffie | Mar 8, 2022

Newsletter emails are a crucial piece of any business’s marketing strategy. These emails can be used in a variety of ways: to establish authority or expertise, to share valuable content, to educate contacts, or to update your audience about new products/services. And while the purpose and goal of a newsletter email may vary from business to business, consistency is an element that should be present throughout.

When we talk about the importance of consistency in emails, we mean consistency in two main ways: consistency in the branding/design of the emails and consistency in the cadence and timing of the email sends. 

Why is Consistency in Design Important?

Since email newsletters are often the first interaction a lead or potential client may receive from a business, first impressions are everything. Your emails should seamlessly align with your brand and your website. Being coherent with your brand and what users will see (or already saw) on your website helps to establish brand recognition and reliability. In short, it helps to build trust with your audience. In most cases, the ultimate goal of a newsletter email is for your contacts to click on a CTA (a call to action), which more than likely drives them to your website or a landing page. As your contacts flow from the email to your landing page or website, the experience should be consistent and seamless in terms of design and branding.

Why is Consistency in Cadence Important?

While it might be tempting to launch an email every time you have an announcement or new blog to share with your audience, practicing restraint and establishing a consistent cadence is crucial. Most sources say that you should not be sending more than 2 emails per week, but at least one per month. In order to establish the ideal frequency for your businesses newsletter emails, there are a couple of things you should consider:

1. Your customer lifecycle – SaaS companies may only send one email per month to update their audience on changes or announcements, whereas e-commerce brands may send emails more frequently to promote new and rotating products or deals.
2. Your overall goal – Are you wanting to drive purchases on your website or are you working to establish loyalty and brand recognition? Your goals will directly influence the frequency of your email sends.

Consistency in design and cadence is imperative in building a successful newsletter email strategy. It will help to maintain brand recognition, establish authority in your industry, and helps to keep your business top of mind with your prospects.