Ever ask why toothpaste is constantly “as good as ever”? You would surmise that following 20 years they would have come up short on opportunity to get better. Be that as it may, on account of toothpaste, it isn’t item development. For the greatest part it’s promoting. Buyers like “new”, they jump at the chance to attempt new things, it’s hard-wired into our brains.
New is the co-pilot of intriguing, it permits to revive generally slacking consideration and can be an awesome email showcasing methodology for keeping delayed intrigue.
There is a great variation in the way email marketers update their newsletters. Some refresh it all the time, both form and content, but most don’t. My gut says that even less email marketing programs get refreshed in B2B than in B2C.
In email marketing, keeping it fresh can means both smaller and larger changes.
Small changes in design and content are more easily made and can have big (optimisation) impact. I am not talking about making your emails totally unrecognisable, or “risk it all” types of change. Consistency is valuable too. It’s good to have the design and content of your email flow into and complement your website. (Design) consistency allows for your recipient to easily orientate and stay in a trusted environment, that can be of true influence to conversion results.
But new isn’t always better. If you have been actively testing and improving your emails, you will know that even seemingly small changes can have a big impact on bottom line results. Renewing your email is a good idea, but be aware and test the new designs to see if your results aren’t actually driving in reverse because of it. Changing around your emails to be fresh is a great email marketing strategy for engagement.