It’s Wednesday evening - do you know where your email newsletter is???

As human beings, we appreciate consistency. How disturbed are you when you sit down to watch your favorite weekly TV show and it’s not on that week!? Or when your local coffee house doesn’t have your favorite Banana Chocolate Cherry bread? We like it when we know what to expect and when those expectations are met. What’s true in life is true in email marketing. Your newsletter readers appreciate consistency.

So, when sending an email newsletter - regardless of whether it’s weekly, monthly, or some other time frame - consistency of delivery of your newsletter is vital. The same way that you rely on CBS to run 60 Minutes every Sunday night and your mailman to deliver your mail every day (if you happen to be home every day to know when it arrives!), you expect your email newsletters to arrive at around the same time every week or every month.

This consistency gives your newsletter some gravitas. If you sent one out on a Monday and the next week it goes out on a Friday, this implies that you’re not organized enough to get it out on the same day or not truly committed to its existence! On the other hand, getting it out on the same day every week or the same timeframe every month signals to your readers that the newsletter is important to you, that you care about it, and that the content is meaningful both to you and to your readers and recipients.

As well, the consistency allows your subscribers to anticipate it. If they know your email newsletter comes out every Wednesday and that is when they can see the latest hot products, that week’s special coupon, or other content they’re waiting for, they’ll have Monday and Tuesday to anticipate and look forward to it. Building anticipation for your newsletter - just like Heinz so famously did for its ketchup with its award-winning and still memorable TV spot (bonus points if you know who sang the song!) - is a key aspect of keeping your recipients engaged. And, as I like to say, engaged recipients are the holy grail of email marketing .

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Related Resources:

• Subscribe to Inside Lyris HQ our monthly online-marketing newsletter.
• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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