“If someone is making a purchase on your site, it’s important to ensure the follow-up communication has a similar look and tone. It would be quite alarming to buy a television from Best Buy and then receive a fuchsia follow-up email in Comic Sans font.”
Ensure brand consistency, such as when sending follow-up emails. Make certain the tone and colors used in the email go well with the product you just sold. This demonstrates that you’re keeping a close eye on what you’re putting out and are dedicated to increasing brand awareness.