What’s the balance between creative freedom and consistency?

Consistency helps deliverability and recognition; creativity keeps content fresh and engaging. The balance isn't either/or—it's consistent framework, creative execution. Your brand identity, sender name, and email structure should be recognizable; the content within that structure can vary.

What to keep consistent: sender name and address (recognition drives opens), header design (instant brand identification), footer structure (unsubscribe, legal), overall template framework (layout patterns recipients expect), and tone of voice (brand personality). What can vary: specific content, imagery, colors within brand palette, copy approach, offers, and storytelling.

Consistency builds trust; creativity maintains interest. If every email looks completely different, recipients don't recognize you—filtering algorithms may also struggle to classify your sending pattern. If every email is identical, subscribers get bored. Think of it like a TV show: consistent characters and setting (your brand), new episodes each week (your content). Same show, fresh story.