What’s the most important part of any email marketing program?
CONSISTENCY!
Huh? Wha-? Not what you expected? Well, think about this:
Your subscribers joined your mailing list because they love your products, they’re crazy about your service, and they want to hear what you have to say. Setting expectations around how often your subscribers will hear from you, and then fulfilling those expectations, is the key to keeping them happy and getting the best results from your email marketing efforts.
Here are a few ways that consistency can benefit your organization:
Build Trust. Consistently relevant, helpful and informative mailings show your subscribers that you’re an expert in your field. This breeds trust – an unseen but highly valuable commodity.
Create Loyalty by Fulfilling Expectations. If you promise something to your subscribers, then you must deliver it. No exceptions. One of the fastest ways to get people to unsubscribe from your list (or worse, stop doing business with you) is to “over-promise and under-deliver”. Nobody wants that, so before you set expectations, be sure you can deliver on them.
Stand Out from the Crowd with Customer Education. Send your subscribers regular helpful hints and tips on how to use various features of your products and/or services.Go the extra mile here: be proactive and think about anything they might have questions about. Provide links to supporting blog posts, articles, and/or complementary products and services in your emails to help further educate your subscribers (and boost sales!).
Consistent sending shows you’re a trustworthy, knowledgeable organization with integrity – and your members will never want to unsubscribe from your list!
