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Avoid This Email Marketing Trap: Inconsistent Communication

Inconsistent communication in email marketing can lead to lost trust, decreased engagement, and a negative brand image. To succeed, plan ahead, use the right tools, and set clear expectations. Dive in to learn more and chuckle at some email blunders!


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Table of Content

Introduction: The Email Marketing Jungle

The Silent Saboteur: Inconsistent Communication

  • What is inconsistent communication?

  • Why is it a trap in email marketing?

The Consequences of Inconsistency

  • Lost trust and credibility

  • Decreased engagement rates

  • The domino effect on brand image

Tips to Maintain Consistent Communication

  • Planning ahead

  • Using email marketing tools

  • Setting clear expectations

Funny Anecdotes: Email Blunders from Inconsistency

Conclusion: Stepping Up Your Email Game


Introduction: The Email Marketing Jungle

Ahoy, brave explorer! Welcome to the wild, unpredictable, and sometimes downright confusing world of email marketing. It's a jungle out there, filled with potential pitfalls, sneaky traps, and the occasional monkey throwing... well, let's not get into that.


But fear not! I'm here to guide you through one of the most treacherous traps lurking in the underbrush: inconsistent communication.


The Silent Saboteur: Inconsistent Communication


What is inconsistent communication?

Inconsistent communication is like that friend who promises to call but then ghosts you for weeks, only to suddenly reappear with a barrage of messages. In the email marketing realm, it's when brands send emails sporadically, without any rhyme or reason, or when the content varies wildly in tone, style, or message.


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Why is it a trap in email marketing?

Ah, email marketing. It's like a dance, where every step, twirl, and dip matters. But what happens when you suddenly change the rhythm without warning?


Chaos, my friend. And in the world of email marketing, inconsistent communication is that unexpected change in rhythm.


Let's dive deeper into why it's such a treacherous trap:


Predictability is Comforting

Imagine this: You've just subscribed to a weekly newsletter from your favorite brand. You eagerly await that first email, marking your calendar for its expected arrival. But instead of a weekly treat, you find yourself receiving it once a month. And then, out of the blue, it starts flooding your inbox daily.


It's like ordering a pizza every Friday night, only to have it delivered randomly on a Tuesday morning or three times on a Sunday. Confusing, right?

Inconsistency in email frequency can be jarring for subscribers. They've set a mental expectation based on your promise, and when you don't deliver (or overdeliver), it can lead to confusion, some frustration, and even mistrust.


It's a bit like expecting a waltz and suddenly being thrust into a breakdance battle. Not everyone's ready for that kind of surprise!


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Tone Matters

Now, let's talk tone. Picture this: You receive a serious, heartfelt email from a brand about their commitment to sustainability. You're moved, impressed, and ready to support their cause. But the very next day, they send you a meme-filled, slapstick newsletter that seems more fitting for a comedy club than a serious brand.


It's jarring, isn't it? Switching tones abruptly is like mixing oil and water – they just don't blend well.


Your subscribers have a certain perception of your brand, and while it's okay to be versatile, wild swings in tone can be disorienting.

It's essential to find a balance and ensure that your brand voice remains consistent, even if you're tackling different topics.


First Impressions Last

We've all heard the saying, "You never get a second chance to make a first impression." And in email marketing, truer words have never been spoken. If your first few emails to a new subscriber are inconsistent in frequency, tone, or content, you're setting the stage for a rocky relationship.

Subscribers might start to question your reliability. And if they feel they can't trust you to deliver on your email promises, that dreaded "unsubscribe" button becomes all too tempting.

It's like going on a first date where the person shows up an hour late, talks only about their pet iguana, and then serenades you with a kazoo. Charming? Maybe. A solid foundation for a lasting relationship? Probably not.



The Consequences of Inconsistency


Lost trust and credibility

In the digital age, trust is gold. However, inconsistent communication can erode that trust. It's like promising someone a chocolate chip cookie and giving them raisin. Not cool.


Decreased engagement rates

  • Open Rates Plummet: If subscribers can't predict when or what you'll send, they're less likely to open your emails.

  • Click-Through Catastrophe: Inconsistent messaging can lead to lower click-through rates. It's the digital equivalent of "Boy Who Cried Wolf."


The domino effect on brand image

Your emails are an extension of your brand. Inconsistent communication can make your brand seem unreliable or even unprofessional. And nobody wants to do business with a flaky brand, right?


Tips to Maintain Consistent Communication

Navigating the vast seas of email marketing can sometimes feel like captaining a ship through a storm. But fear not, brave sailor!


With the right tools and strategies, you can ensure smooth sailing and maintain consistent communication with your subscribers. Here's your treasure map to achieving just that:


Planning Ahead: Charting Your Course

Content Calendar: Think of this as your compass. By planning your emails in advance, you'll always know the direction you're headed.


A content calendar helps you visualize what you're sending, when you're sending it, and to whom. It ensures you're not bombarding your subscribers with too many emails or leaving them high and dry waiting for your next update.


Stick to a Schedule: If you've promised your crew (subscribers) that you'll dock at a port (send an email) every month, then by Davy Jones, you better be there! Whether it's a weekly digest or a monthly newsletter, consistency is key.


Delivering on your promises builds trust and keeps your subscribers engaged.


Using Email Marketing Tools: Your Trusty Shipmates

Automation is Your Friend: In the age of digital advancements, why manually steer the ship when you can have it automated?


Tools that schedule and automate your emails act like a trusty first mate, ensuring your ship stays on course even when you're not at the helm.


Get your autoresponder! I've featured some of the best autoresponder in the market. And some of them have free plans so take a look at this: Featured autoresponders


Templates: While every voyage (email) is unique, having a consistent ship (template) ensures that your crew (subscribers) always recognize and trust you. Templates provide a consistent look and feel to your emails, making them instantly recognizable. But remember, while the ship remains the same, the cargo (content) should always be fresh and exciting!


Setting Clear Expectations: Navigating with Transparency

Transparency: Just as a captain keeps their crew informed about the journey ahead, you should tell your subscribers what to expect.


Whether it's the frequency of emails or the type of content they'll receive, being upfront sets clear expectations and reduces the chances of mutiny (unsubscribes).


Feedback Loop: Every good captain listens to their crew. Encourage feedback from your subscribers. If they're craving more tales of adventure (content on a specific topic) or if the seas are getting a bit rough (too many emails), adjust your course accordingly.


After all, a happy crew makes for a successful voyage!


Funny Anecdotes: Email Blunders from Inconsistency

Remember that time a brand sent out a Black Friday deal in March? Or when a company announced its "new" product... that had been out for six months? Ah, the joys of inconsistent communication. Here are a few more chuckle-worthy blunders:

  • The Mystery Sender: An email with no content, subject, or sender. It's like receiving a blank letter!

  • Deja Vu: Receiving the same promotional email three times in one day. Talk about persistence!

  • Time Travelers: Announcing an "upcoming" event that happened last week. Oops!


Conclusion: Stepping Up Your Email Game

Navigating the email marketing jungle can be daunting, but with the right tools, a dash of humor, and a commitment to consistency, you can avoid the trap of inconsistent communication.


Remember, in the world of emails, consistency is king (or queen or monarch of your choice). So, ready to step up your email game? Embrace consistency, plan ahead, and always keep your subscribers in the loop.


Thanks for reading,

Laurence Zimmermann


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