When I was roped into watching Jumanji: The Next Level, I realised something important about email marketing.
The film was shiny, well-acted, and technically impressive — but it felt almost identical to the previous one. And that’s exactly why fans loved it. They didn’t want a brand-new story; they wanted familiarity with a few surprises.
The same is true for your subscribers.
Change too much in your email marketing and you risk unsettling the very people you’re trying to win over.
Consistency, not novelty, is what builds trust and keeps them engaged.
Why Familiarity Matters In Email Marketing
Think of your campaigns as sequels.
Each email should feel familiar — same voice, same style, same “universe” — but with just enough variety to stay interesting.
When your subscribers know what to expect, they’re more likely to open, click, and buy.
Break that pattern without reason, and you risk losing their trust.
Keep Your Branding Consistent
1) Typeface & fonts
Stick to one main font family. Don’t suddenly jump to bold or oversized text unless it’s for headings. Consistency here keeps your emails easy to scan.
2) Colours
Use colour with purpose. A subtle change (like highlighting progress in a multi-step checkout) can guide users. But avoid dramatic shifts that make your brand feel unrecognisable.
3) Imagery
If one image is meant to be the hook, make sure the rest of your visuals support it. Your design system should feel cohesive, not chaotic.
Align Tone Across Every Touchpoint
Your subscribers don’t just read one email. They’ll see your subject line, click through to a landing page, and perhaps reach a checkout. Every step needs to feel like part of the same journey.
- Subject line vs. body copy: If your subject line teases with humour, the email must deliver on that tone. A mismatch feels like a bait-and-switch.
- Emails vs. checkout: The checkout page is where subscribers decide if they really trust you. It should look and feel like the email that led them there — consistent branding, familiar design, clear reassurance.
Consistency Doesn’t Mean Boring
Fans expect sequels to follow a formula, but they still want something fresh — a new character, a sharper twist.
In email marketing, you can do the same.
Experiment with copy, offers, and creative angles, but always within the framework of your established brand.
That’s how you balance trust with excitement.
The Bottom Line
Consistency isn’t about playing it safe — it’s about building credibility.
If Hollywood scriptwriters can keep audiences happy with a reliable formula, you can do the same in email marketing.
Stick to your brand’s core style, deliver steady reassurance, and make every “sequel” email worth opening.
