There are many misconceptions about email marketing. One of the most prevalent is that you send an email, and that’s it. Job done. This could not be further from the truth, and if this is your mindset, your email campaigns are designed to fail.
Email marketing is not a one-and-done thing. It is an ongoing process. If your goal is to build positive relationships with your subscribers, consistency is key. If you are consistent with both the content and delivery of your emails, your subscribers will feel valued and, crucially, establishes trust.
Here’s how email marketing consistency can benefit your business…
While you will have a solid understanding of your product or service, prospects will not and may take some time to fully understand.
When you send consistent emails containing relevant and valuable information about your company, customers and prospects begin to grasp how your business, product, or service can benefit them.
If your email marketing efforts are sporadic, too much time might elapse before they have a solid understanding of your service. If a prospect does not understand the benefits of what you are selling, it’s doubtful they will buy.
Increase Sales and Profitability
For ten years in a row, email has been the channel that generates the highest ROI for marketers: the approximate return for every pound spent on email marketing stood at £35.41, which means sales resulting from it will inevitably be more profitable.
If you are sending emails consistently with, for example, gift vouchers attached, subscribers will begin to anticipate them and will likely spend more money with you.
If your emails consistently contain valuable and relevant information, your subscribers will grow to trust you more and more with each email they receive. Similarly, if you know they trust you, you can trust them to open and engage with your emails each time a new one comes in.
As the old saying goes, trust is fragile to break, easy to lose, and one of the hardest things to ever get back. Considering your emails as a way to grab some quick sales will quickly erode away that layer of trust.
Consistent messages which revolve around a particular topic or theme will also prove you are an expert in your respective field, demonstrating that you are not only trustworthy but reliable.
Email marketing has a clear advantage over other marketing methods in that it can offer higher levels of personalisation. Your email is being sent directly to a specific person with a particular purpose, offering the opportunity to establish relationships between businesses and their customers.
Relationships, however, take time to build. Consistent email marketing ensures a clear, near-constant line of communication between your business and its customers.
Without consistency, you will see very little return on your marketing efforts. While it may be a slow process, it is absolutely worth it.
Fulfilling customer expectations.
Successful email marketing is all about fulfilling expectations. Raising people’s hopes only to dash them moments later is a surefire way to reduce the size of your subscriber list. Sending your emails when they expect them to arrive in their inbox will help your cause.
Most subscribers will remain loyal because they want to receive emails from you. If you maintain a steady schedule that delights them with the content contained within and the time it is delivered, you will fulfil their expectations.
Consistency is a driving factor in building trust with your target audience. Businesses can build a strong rapport with their customers by sending consistent emails, improving brand awareness, and fulfilling customer expectations.
So what do you need to do? Firstly you need to send informative, educational content about your business and service. You need to be honest and forthright about what you do. And above all else, be consistent.