During email design, what is an additional step besides setting a goal and writing content?

Creating a consistent experience is crucial in email marketing because it helps to reinforce brand identity and enhances the overall user experience. When recipients receive emails that align with their previous interactions, both in terms of design and messaging, it increases trust and familiarity with the brand. This consistency should be reflected in various elements, such as color schemes, fonts, messaging tone, and imagery, ensuring that recipients can easily recognize the brand in their inbox.

A consistent experience not only strengthens brand recognition but also plays a significant role in improving engagement rates. When subscribers feel a sense of familiarity and coherence in the emails they receive, they are more likely to interact positively with the content. This approach acknowledges that each communication is part of a larger journey for the recipient, which is fundamental in building lasting relationships through effective email marketing.

In contrast, while creating eye-catching graphics, tracking performance analytics, and sending a test email are all important steps in the email design process, the emphasis on building a consistent experience is essential for establishing a strong brand presence and driving engagement in the long term. Each of these other actions supports aspects of effectiveness and measurement, but creating a consistent experience lays the foundation for successful email marketing campaigns.