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The Power of Consistency in Email Marketing: Habits Humor and Engagement

Email marketing has been around for decades, but its effectiveness still boggles many minds. With the abundance of online content flooding people’s inboxes, many individuals are left annoyed by the constant flow of emails.

However, what makes email marketing so effective is the response it gets from consumers. In this article, we will be discussing the effectiveness of email marketing and tips for creating an email marketing strategy that will result in a high return on investment.

Additionally, we will discuss the importance of storytelling in emails and share an example of successful email marketers.

The Effectiveness of Email Marketing

The effectiveness of email marketing is measured by the consumer response. With data showing that email marketing has the highest conversion rate compared to other marketing platforms, it’s safe to say that email marketing is here to stay.

However, this doesn’t mean that subscribers always open emails. In fact, it’s quite the opposite.

According to Campaign Monitor, the average open rate for emails in 2021 was 18.0%. This means that for every 100 subscribers, only 18 would open the email.

To avoid the annoyance of constant emails, companies should focus on permission-based email marketing. This is where subscribers have given their consent to receive emails from the company.

By providing value to the subscribers through personalized content, promotions, and exclusive offers, the company can ensure high open rates and engagement. Additionally, the return on investment for email marketing is high.

According to the Direct Marketing Association, the average return on investment for every $1 spent on email marketing is $42. This is an extraordinary figure compared to other marketing platforms, highlighting the potential for email marketing to generate revenue.

Tips for Effective Marketing

To reap the benefits of email marketing, a sound email marketing strategy is essential. From creating email-savvy brands to personalizing the aesthetic, several tactics can make subscribers feel special and encourage them to remain engaged with the brand.

Email-savvy brands should always focus on the story they want to tell and follow it through their email marketing strategy. The goal should be to tie every email to a specific goal that aligns with the grand narrative of the company; otherwise, it won’t be any different from beating messaging or ticking boxes.

Aesthetic is also essential as it controls the emotions that the email subscriber feels. Email content should aim to make readers feel special and appreciated.

Instead of using generic and plain text, investing in the right aesthetic and color scheme, including a header and footer design, can make readers feel that the email was curated specifically for them. Moreover, consistency is king when it comes to email products.

It is important to maintain a uniform look-and-feel for all the emails to reduce clutter and create an organized inbox. The company should also send email campaigns at the same time and day every time to avoid subscribers wondering when the next email will come.

Lastly, it is essential to remember the don’ts of email marketing. Never spam subscribers or buy a large email list.

It is crucial to ensure that all subscribers are consented and are interested in the email content.

Importance of Storytelling in Emails

Although having a solid email marketing strategy is essential, the importance of storytelling in emails cannot be overemphasized. In a world where consumers are trying to connect with real people rather than faceless corporations, creating an emotion-driven and engaging message is foolproof.

The best way to do this is by connecting with humans and tying the story into the business. By humanizing the brand’s message, it’s easy to pique the reader’s interest and connect with them emotionally.

For instance, telling the story of the founder’s passion for creating the company helps the subscribers feel connected to the brand and understand the underlying purpose. Furthermore, storytelling helps to create an in-depth understanding of the mission of the company and the target audience of the brand.

An example of successful email marketers who understand the importance of storytelling is Nisha Moodley and Sarah Jenks. Their email campaigns always start with an anecdote, making it easy for their audience to engage and relate to the topic of the email.

Example of Successful Email Marketers

Introducing the 14-Day #FreedomAdventure is an example of successful email marketing. Nisha Moodley and Sarah Jenks offer a guided 14-day program aimed at helping individuals live a more fulfilled life.

The program includes videos, audios, writing prompts, and meditations, all aimed at helping individuals on their journey. The email campaign starts with an introductory email, including the ladies’ passion for the project.

The following emails consist of a list of items needed for the journey, an introduction to the daily themes and challenges, and a summary of the day’s tasks. The ladies provided value to subscribers by encouraging them to take a journey of self-discovery.

By sharing their story and emotional experience, they tapped into the readers’ emotions and inspired them through their journey.


Email marketing is still one of the most effective marketing platforms for businesses worldwide. By following a sound email marketing strategy, including a humanizing element, and telling a story, businesses can reach their subscribers effectively and drive ROI.

As evident in the Introducing the 14-Day #FreedomAdventure, email marketing personifies the business, making it relatable to subscribers, and creating an emotional connection. Finally, businesses should ensure that they tell a unique story and emphasize value, leading to loyal subscribers and a high return on investment.

Paying Attention to Aesthetics

Email marketing has become a popular tool for businesses to reach their target audience. However, simply sending an email to subscribers isn’t enough to make them engage and take action.

The email itself must be visually appealing, provide value to the subscriber, and make them feel special. In this article, we will delve into the importance of design in email marketing, why plain text won’t work, and provide an example of a successful email marketer who uses aesthetics to connect with their audience.

Importance of Design

They say that a picture is worth a thousand words, and in the world of email marketing, this could not be any truer. A visually appealing email design that is in-line with the brand image will capture the subscriber’s attention and encourage them to engage with the content.

Eye candy can come in many forms, including color and typography, photography, and luxurious design. More so, email design should not overwhelm the subscriber.

Putting too much information in one email will make it hard to read and may lead to unsubscribes. Instead, a simple style with lots of white space, bullet points, and a clear call-to-action will do the trick.

While there are email templates available and easy to use, it is important to customize them to match the branding of the business. This way, subscribers can quickly recognize the brand, making them feel an emotional connection towards the brand.

Plain Text Wont Work

Using plain text is a quick approach to sending emails, but it will not make your email stand out in an already overpopulated subscriber inbox. Using templates created by email marketing providers such as Mailchimp or Constant Contact with photography and design elements incorporated in the structure of the email, will provide a more professional-looking email.

Customizing the template’s colors, fonts, headers, and footers to stay consistent with the brand’s image will enhance the email’s visual appeal.

Example of Successful Email Marketer

One Kings Lane is a popular e-commerce store that sells home furniture and accessories. The brand invests in luxurious design for their email campaigns, making their subscribers always eager to see what they have to offer.

Their emails are consistent with their branding, using signature colors in every email. They also use high-quality photos of their products, showing the subscribers what they’re getting, making them feel enticed to click through to the website.

Making Customers Feel Special

The primary objective of any marketing campaign is to meet the consumers’ expectations. In email marketing, the subscriber expects to feel special and get something out of it.

The benefit could be emotional, informational, or economical. It boils down to providing value and making them feel special.

Here are some techniques that you can use to make your subscribers feel special.

Consumer Expectations

The ultimate goal of email marketing is to make subscribers feel special. The subscribers should get something of value from every email sent to them.

Every email should be purposeful and aligned with the grand narrative of the brand. Instead of delivering emails that seem promotional, we recommend sending out exclusive offers, discounts, or coupons to reward their loyalty to the brand.

Exchange for Inbox Space

Subscribers give up part of their valuable inbox space to receive emails from companies. As such, businesses must give something in return to subscribers through engaging content, providing witty or funny stories, or offering discounts or rewards.

This way, it makes the subscriber feel special while providing emotional or economic value.

Example of Successful Email Marketer

Marie Forleo is a well-known celebrity in the entrepreneurial and personal improvement space who runs an e-commerce site under the name Marie TV. This site offers courses on several topics such as marketing, leadership, and personal growth.

Her email campaigns are fashioned for optimal fit for the readers. Her email campaigns often start with a witty and funny story about her personal experience, drawing the reader into her world.

Towards the end of the email, she offers a new course or a discount on a current course, packed with motivational quotes and emotional value.


Effective email marketing is a mixture of good design, valuable content, and making subscribers feel special. The three techniques discussed above can help any business improve their email marketing strategy.

Remember, design, and layout is vital in engaging the subscriber, and exclusive offers and engaging content are equally essential in making subscribers feel valued. Investing in email marketing’s best practices permits you to communicate with your subscribers effectively, with the goal to eventually convert them into paying customers.

Importance of Consistency in Email Marketing

Creating and maintaining a successful email marketing campaign is no easy feat. It requires a considerable amount of effort, strategy, and consistency.

Consistency is key in establishing habits in email marketing, making subscribers fall in love with your brand, and looking out for every email you send. In this article, we will delve into the importance of consistency in email marketing, the effects of overdramatizing emails, and how humor can be used as a tool in email marketing.

Building Habits

One of the primary reasons for maintaining consistency in email marketing is to create habits among subscribers. When subscribers fall in love with the brand, they look forward to receiving emails from the business.

As such, creating a pattern in sending emails helps subscribers remember the company and what they have to offer. Consistency encourages subscribers to open up the emails.

The anticipation builds so that the customers are waiting, wondering what’s to come. Additionally, providing value with every email increases the chance of engagement, thereby creating a desire to keep reading the emails.

Don’t Overdo It

While the aim is to maintain consistency, it is also important not to overdo it. As much as we want to stay top of mind and on the forefront of our subscribers’ thoughts, sending twenty emails in a day or ten emails a day will be too much.

Focus on sending quality emails rather than just sending any email to keep your subscribers. Overdramatizing emails or screaming in all-caps will inevitably lead to unsubscribes and draw negative attention to the brand.

Providing subscribers with false promises is another issue that could lead to unsubscribes. Ensure that whatever is promised in the email is delivered, and take care not to exaggerate or underdeliver.

Overpromising and underdelivering slows down the growth of the brand and impacts its authenticity.

Humor as a Tool

Humor can be a tool used in email marketing to create a lasting impression and separate the brand from the competition. Including humor in your email campaigns can be a fantastic way to capture the reader’s attention, increase engagement, and make them look forward to your emails.

When using humor in email marketing, ensure it is tasteful and inline with whichever brand you are working with. Not everyone enjoys the same type of humor, so it’s best to keep it simple and make people giggle with short anecdotes or puns that make sense for the brand.

If in doubt, it’s best to avoid anything even slightly eclectic that may be misinterpreted by customers, and instead stick to something that’s fun rather than outright funny.

Example of Use of Humor in Email Marketing

An excellent example of using humor is the Dollar Shave Club email marketing campaign. Demonstrating humor as an essential tool in their email marketing campaign, they created a video that showed how a man’s shaving equipment was inadequate.

The video was witty, hilarious, and engaging. Dollar Shave Club would draw attention to their service, explaining that subscribers could purchase razors and get them delivered straight to their door.


In conclusion, consistency is vital in ensuring a successful email marketing campaign. Ensure that you have crafted a consistent campaign, which does not overwhelm your subscribers.

It makes sense to create a lasting impression through humor, but ensure that it is in line with the brand values and not injurious. Also, ensure that you are delivering valuable information to your subscribers and that you are not overdramatizing; otherwise, the brand’s reputation will be damaged.

By keeping an optimized balance between value, consistency, and humor, your brand can make the most out of this essential marketing tool to achieve the biggest impact on your subscribers. In conclusion, consistency plays a crucial role in the effectiveness of email marketing campaigns.

Building habits among subscribers and making them fall in love with your brand requires a consistent presence in their inbox. However, it is important not to overdo it and avoid overdramatizing or making false promises in emails.

Maintaining a sense of humor can be a powerful tool to engage subscribers and create a memorable impression. When used appropriately, humor can make your emails stand out and increase subscriber anticipation.

By focusing on consistency, avoiding overdoing it, and implementing humor strategically, businesses can maximize their email marketing success and leave a lasting impact on their subscribers.

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