It is a truism that most people do not like change. But don’t let that fool you: it is true. Yet customers expect change. If you stick with the same old, you will appear to these change-haters as someone who doesn’t care. You need to ensure you do not upset the subscribers to email marketing lists by doing what they expect, but in moderation.

If you, like many companies, habitually change various facets of the design of, say, newsletters and marketing emails and, when the due date arrives, don’t, those who notice these things might be concerned. Here we are, in an economy that looks as if it is contracting, and you will not want to spend a lot of money. The thing is, you don’t have to.

Most people only notice changes subconsciously. The fact that they would not be able to say how a design has altered, just that is has, gives us directions. We have to be subtle.

We want to spend as little time and money as possible. Study your designs and work out what has stayed the same for more than a year. Is it the colour, or the relative sizes of images, headings and banners. Whatever, a mere resizing of, say, your logo will be noticeable to your subscribers. Yet it will not be such a change as to spook them.

Look at the banner across the top of your marketing email. You can change much just by a single click of a mouse. The colour, for instance, can be changed slightly. Still keep it bluish, but maybe a more pastel shade to reassure your customers. 

Do not worry too little might not be enough. Those who would not notice if it was in black and white all of a sudden are unlikely to be offended. Those who are aware of colour changes will think you are actually doing something positive. They might not prefer it, but they prefer you doing it.

Change in email marketing is best if it is subtle. No one minds. Economy in such matters might well be an essential in these times. Try it.