How to Build Trust With Email Marketing

    by Eugenia Bondarenko
    1One of the largest challenges for internet marketers is that of getting potential customers to actively pay attention. Often the target audience are so used to being bombarded with promotional messages that they tune out. This situation does not get better when email providers like Gmail introduce promotional tabs in the user interface which can reduce opening rates. The challenge becomes to communicate in such a way that potential customers want to hear from you. This change in mentality can quickly lead you to spend more time listening before you engage your audience. Here are a few guidelines to build trust with your audience:

    3Under promise at sign-up and then over deliver

    This old rule still holds true today and is fundamental to building a relationship. When someone signs up to a list, they are giving away their email details, risking their privacy to get access to your content.      

    Understand your audience

    The more you know about your customers, the easier it is for you to write emails with content that is welcomed. Spend time analysing the traffic on your site by going over your Google Analytics stats, paying close attention to where your visitors spend the most time. 4

    5Provide value that makes a difference

    If your content change the users life, by for instance just getting them to try something you suggest, and succeed at it, then you will be associated with that success. A simple way for you to know if your content makes a difference is to ask your readers to fill out a feedback survey, or send in pictures of how they have successfully applied your advice, service, or product. These testimonials can then be valuable in future promotion.  

    Use external sources 6

    By using external sources it can strengthen your arguments and you can also show that you have done your legwork and consider other perspectives. You do not need external sources for everything, you can also refer to your own experience and common sense.      

    7Put the wishes of your audience ahead of your own needs

    If you do not consider what your users want, they will simply unsubscribe. In the US, as much as 69% of users choose to unsubscribe because organizations contact them too often. So how often should you contact your list? While some believe that less is more, the only way to know what your particular audience requires is to test how it responds to various frequencies.

    Show and debate uncertainty8

    Being willing to discuss, rather than state immediately when the topic can be controversial can be an interesting opportunity for you. For instance with regard to SEO everyone wants to use “white hat” methods. However, what might be more unclear is what methods can be considered white hat. This can be an opening for a discussion. Not only can it help your credibility, your audience might find it easier to relate to you. If your audience is receptive to it, you might notice, over time, that your opinion is valued more.

    9Have a look that builds trust

    By looking the part it can be easier to trust your content. First establish if you should go for HTML or plain layout. Generally speaking newsletters can look more professional in an HTML format, however you can get a more personal tone and get closer by going plain. The key is to find a look that suits the content and your customers.        

    Final takeaway?

    In the end building trust over email takes time. The key metrics to check is your open rate and unsubscription rate. Your open rate should be higher than industry average and your unsubscription rate should not be higher than 10%.
    Written by:
    Eugenia Bondarenko
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