6 ways to build trust with email marketing
Building trust with your email subscribers is important. As email marketers and business owners, we need our customers to trust us and our messages.
Sadly spammers have taught many people to be suspicious of email marketing, which means it’s our job to win back their trust.
Luckily many components of an effective and engaging email marketing campaign also work towards building trust.
Here’s 6 easy ways to create emails that build trust with your customers.
1. Make sure your emails are optimised for mobiles
Why is this my top point? Because according the Australian Email Marketing Metrics Report close to 50% of emails are opened on a mobile device. Plus Litmus have found people who receive difficult to read or scrambled email will simply delete it 80% of the time. A negative user experience won’t build trust with your customers.
Make sure your emails display beautifully on mobile devices if you’re a Vision6 customer all of our templates are responsive – so no need to worry.
2. Use consistent branding
How your email looks actually plays a large part in whether a reader is likely to trust your brand.
For example, it’s pretty easy to identify a spam email – they’re rough around the edges, have inconsistent fonts/sizes/colouring.
Use consistent colouring and design across your emails to help your customers recognise your brand.
3. Use a recognisable from name
If people don’t recognise your from name they’re unlikely to open your emails. So pick either your actual name or your company name (whichever people know you for best) and then use it consistently.
Don’t make the mistake of randomly changing your from name between emails.
4. Include full contact details in your email footer
Not only is this a Spam Act requirement but by clearly stating who sent the email you’re accepting accountability for the email.
Include your organisation’s name, address and make sure that the reply-to address is working and monitored. Consider putting the name of an actual contact person in the email too.
5. Use realistic language
Don’t over-hype your emails by using embellished language such as ‘XYZ will change your life’. Our customers are savvy so you’re better off keeping it straight and simple.
Tell it like it is, because the last thing you want is for your customers to be left feeling disappointed or even worse, deceived.
6. Encourage and respond to feedback
By asking your customers to reply to your emails with suggestions or queries you’re cementing your business in their minds as real and easily contactable.
Make sure you respond meaningfully (and fast!) to any replies because positive human interaction is a great way to build trust.