How to Establish and Build Trust in Your Email Marketing
Email marketing is still the most effective form of marketing that exists. The truth is, once you have people on your email list, they’ve already given you a certain amount of trust. Now you just need to keep it and build on it and not mess it up.
Don’t make the mistake of trying to be anonymous or like one of those big giant unnamed corporations. Be you, be available, and be honest. You will not regret it.
Here are 8 things that you can do to help establish and build trust so your consumers will start to like email marketing messages from you.
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8 Ways Your Consumers Will Like Email Marketing
1. Do What You Say You Will
When someone joins your email list, give them a welcome letter that tells them what to expect from you. Tell them what type of emails you will send, when, and why. This is going to prepare them and if they don’t want that, they’ll unsubscribe sooner rather than later.
2. Create Truthful Subject Lines
Don’t try to be too clever with your subject lines most of the time. Studies show that straightforward subject lines that let the reader know what’s inside work better anyway. Plus, depending on your audience, they may get angry otherwise and unsubscribe.
3. Optimize for Mobile
Most people read and respond to emails on their mobile devices. If they can’t do it, they’ll give up. They won’t go to their PCs and read them or respond later. Therefore, you must make sure your emails are readable and actionable right on mobile.
4. Only Promote Trusted Products and Services
Don’t promote things you can’t really and truly support. Test out any new vendor products to be sure they’re the quality you want them to be and that they offer the type of customer service you want your audience to experience.
5. Send Valuable Content, Not Only Promotions
There is a rule of thumb most people follow but it’s not really a total science, it’s just what people say. Test out the truth for your audience, but most people say to promote 20% of the time and send valuable content 80% of the time. Depending on your audience, more or less might work best.
6. Stand by Your Customers
If your customers contact you about a vendor you have recommended and they’re having some trouble, help them figure it out. You are there for them and you can always find another vendor if they’re not right. Of course, sometimes it’s just a misunderstanding.
7. Mind Your Branding
Your email marketing should be branded in a similar way to the rest of your marketing collateral online and offline. That way, they’ll know it’s you and that you stand for your branding. Use the same colours, fonts, images, and voice everywhere.
8. Be Approachable and Reachable
Use a return address that is friendly and works. Using your name is the best way to do it. Don’t use a no-reply email address. That only works for huge corporations, not small business owners. You want your audience to be able to contact you very easily.
Free Email Marketing Certification Course From HubSpot
Sending marketing emails to customers is still one of the most effective strategies for successful modern businesses. But it has become a great deal more competitive in recent years, with savvy readers becoming more discerning about what they put down their email address for. No one likes spam, after all. And when you’re fighting for attention in a busy inbox, you have to make sure that your message not only stands out, but gets read and some action is taken.
To master the fundamentals of email marketing, check out this Free Email Marketing Certification Course from the HubSpot academy that will teach you how email marketing works and you’ll soon start to like email marketing more as it helps you grow your business.
