At Pure360, we are advocates for the effectiveness of email marketing.
We get that despite the growth in social media, SMS, messengers, and video conferencing, email is still an integral part of daily online life. Boasting around 3.9 billion users in 2019 that is set to grow to 4.48 billion in 2024.
However, we’re also well aware that these millions of users are unfortunately still receiving spam.
In fact, spam accounts for 28.5% of emails worldwide. And while this may have decreased from almost 60% in 2016, these numbers reflect that email recipients have dealt with years of unwelcome, suspicious, and even damaging email.
So it’s understandable that audiences are still cautious when receiving email communications. And rightly so.
Therefore it’s the duty of businesses to offer reassurance and build trust with every single one of their email recipients.
Not only does building trust improve the reputation of a brand and of email marketing in general. It also results in a more engaged audience. Which can lead to more opens, clicks, sign ups, and sales.
Read on to learn 5 ways that your business can build trust with email marketing.
Get permission
Let’s start with one of the most important factors in gaining trust. Getting permission.
Contacting recipients who have not explicitly asked to receive email communications from you is bad marketing practice. Even worse, you could be breaking the law.
That aside, lack of permission could result in negative repercussions in terms of engagement, traffic, conversions, and unsubscribes. It will also dilute your marketing team’s hard work and efforts.
Instead, give people the option to ‘opt in’ to some, or even all of your marketing communications. Whether that be newsletters, promotions, offers, or recommendations.
By gaining permission, you are abiding by the law. And you can ensure you are sending out communications that will be welcomed and engaged with.
Welcome your recipient
First impressions count. So make sure yours are trustworthy and set clear expectations.
The first step in a business relationship can be critical in building trust. So by outlining what the recipient can expect from your brand and communications, they feel well prepared and open to engaging with you.
In fact, recipients are most engaged with your brand within the first 48 hours of subscribing. But despite this, 41% of brands don’t send a welcome email to new subscribers during that crucial window.
To make sure your brand isn’t missing out, create welcome emails to be sent out whenever a contact subscribes to your marketing communications.
It’s important to state how often you will be contacting the recipient, what sort of content you will be sending them, and how they can get the most out of your brand.
Make it personal
Personalisation is a critical tactic when it comes to establishing trust with your email recipients.
Today’s consumers don’t want to feel like just another contact in your database. They value feeling understood and appreciated. In fact, research shows that one of the basic human desires is to be seen as a unique individual.
So when you’re able to show to your recipients that you understand them and appreciate that they are unique, they are far more likely to engage with you.
Therefore, collect relevant recipient data, keeping in mind the rules around GDPR. And we’re not just talking first names. Consider their interests, goals, challenges, location, and purchasing behaviour.
Then use this data to personalise your emails with the most relevant positioning, information, offers, and content possible.
Yes, first name is always a good place to start. But this could take the form of offers on items that are frequently purchased, recommendations for similar products, or even promotion for shops in the local area.
Bring in the experts
Consumers regularly look for reassurance in their buying journey. And 85% of them regularly or at least occasionally seek out trusted experts during this process.
If you can get a designer, actor, or athlete (for example) to affiliate themselves with your brand or product, you will instantly be earning credibility with your audience.
But experts can come in many forms.
For example, 83% of consumers trust recommendations from their peers over advertising. Meaning that consumers want to hear from others who are credible. But also relatable.
This can be done in the form of testimonials, case studies, reviews, and user generated content.
Not only does this tactic prove that other people are buying and recommending your product. It can also reassure recipients that others trust your business enough to associate themselves with you.
Automate your communications
The timing of your emails can play a significant role in building trust.
When a customer engages with your brand, the faster you can respond to them the better. This not only shows how keen you are to engage with your recipient, but it also shows that you are reliable.
For example, if a customer purchases an item from your website, they will expect to receive an email confirmation almost immediately.
The longer an email like this is delayed, the more nervous the customer will become. They will be left unsure if their purchase has gone through. Whether there has been an issue. And ultimately, whether they can trust you.
There are endless variants of automated emails. Purchase confirmations. Delivery updates. Replenishment campaigns.
Simply identify the stages in your customers’ buying journey where they need reassuring information. And ensure that they receive it immediately.
Need to build more trust?
Are you looking to build trust with your audience, but are unsure where to start?
Don’t worry. We can help.
Simply get in touch with us and one of our friendly experts will be happy to offer you some advice and guidance.