Sure, variety is the spice of life, but people thrive on the expected. Especially your newsletter readers. Varying your content is a good, but here are three things you should always keep consistent in your newsletters.
Your newsletter should be like clockwork. Whether you send it out daily, weekly or monthly, you want the timing to be like a good friend … reliable. Just like the evening news, a consistent schedule conveys the message that you and your business are trustworthy.
By sticking to a schedule, your newsletter also serves as a friendly and regular reminder to your clients that you’re ready to serve them. It’s not unusual that you will get an inquiry or a sale shortly after sending one out. Be sure to pick a schedule you can maintain, and make sending it out a habit.
The content in your newsletter will vary, but the structure should stay the same. Imagine how confusing and reader-unfriendly it would be if the newspaper moved content around, putting the classifieds section on the front page and the news buried inside!
Like consistent timing, a standard format will help build reader loyalty. Different readers will enjoy different features of your newsletter, for example, your personal letter or special offer. They might like to skip ahead to a certain section each time they open your email. When you create a familiar structure for each issue, you make it user friendly.
Header, colors and section titles are part of your newsletter format and they should remain steady, too. It’s OK to add some fun elements for holidays or special occasions, but try to stay as close as possible to your format.
Finally, your newsletter should have a consistent brand message. Each time your client reads your email, he or she should “recognize” your voice. Think of a newsletter as having a one-way conversation with your customers. Its words allow them to get to know and trust you. The voice should also mimic the voice in your blog and on your website.
Only include information that represents your brand and company mission. It’s OK to include personal stories. Just make sure what you’re sharing doesn’t contradict your company values.
When your newsletter maintains a level of consistency, you build a relationship as well as trust with your readers – the two most important things a business owner can have.