How to Build Trust with Email Marketing

Email marketing is the process of sending emails to a list of subscribers about an ongoing campaign. It can be used to communicate a wide variety of information, from customer service updates to holiday promotions.

It’s not just a one-way communication channel. A lot of marketers have a strong distrust of email as a form of marketing, largely due to its reputation as spam. As a result, there’s been a shift in the past decade toward social media and other types of messaging.

The biggest challenge facing email marketing is delivering value to your list. Most businesses send emails to their subscribers without knowing what they want to receive in return. This means email is often viewed as a way to broadcast “stuff” rather than a way to build relationships with customers. It’s up to you to prove that your emails are valuable and engaging, or your subscribers will unsubscribe.

Build Trust With Email Marketing

Building trust is a tricky business. On one hand, you’re dealing with people who are often skeptical about what you have to say, and who may feel like they’ve already made up their mind about you. But you don’t want to come across as insincere, either.

When done right, email marketing can be a very effective tool for reaching, engaging and retaining prospects. However, email marketing is not a one size fits all solution. To truly benefit from email marketing it takes careful planning and execution to ensure the right messages reach the right people at the right time.

However, the best part of email marketing is that it doesn’t require a ton of money. All of the following tactics are easy, cheap, and can be performed by anyone.

1. Provide value

You might think that sending out an email every week to your list of subscribers would be a waste of time. Not so fast. When you send out an email that offers value, people will come back to your website and sign up to your newsletter.

People are willing to pay $97 for this kind of service. It’s one of the most successful digital marketing strategies, especially when paired with other forms of marketing.

Here are a few ways to provide value in your emails:

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Provide updates about your products and services. This keeps your customers informed and builds trust.

Provide discounts. If you’re running an ecommerce business, use this opportunity to incentivize your customers.

Include an incentive or discount. For example, if you’re running a free trial, include a coupon or discount code at the end.

Giveaways. If you’re offering a free eBook, give away a prize.

Ask questions. Send an email to your email list and ask questions about how they use your products and services.

2. Use images and videos

This is especially true for visual content. Images and videos grab your audience’s attention and make them want to click through to your site.

You could put up a picture of your latest product, a behind the scenes look at your office, or any kind of visual content that is unique to your brand. The best thing is to make sure your visuals are relevant. They should tell your brand story.

3. Use a call to action

A call to action (CTA) is a clear prompt for your subscribers to take action. It’s a button or link that says “click here” or “buy now”.

There’s a reason that CTA buttons are the primary way for email marketing companies to collect revenue. The average person opens up to 1-5 emails per day. People who click on these CTAs get contacted within 30 seconds. They’re more likely to buy from companies that have CTAs.

4. Put a subject line to good use

A subject line is your chance to make people open your email. It has to be intriguing. So, use it wisely.

A good subject line is short and informative. The goal is to hook your reader and make them want to open the email.

Here are a few examples of effective subject lines:

New offer

Announcement

Free eBook

Special event

Promo codes

Referral bonuses

5. Keep it short

When you send out an email, you have only a few seconds to make a lasting impression.

The best thing to do is keep it short and to the point. Keep it simple and make sure your call to action is the last thing your subscribers see before they hit the close button.

Here are some tips for crafting a killer email that gets read and responded to:

Make it short. You have only a few seconds to make a lasting impression.

Put a call to action at the end of your email.

Make your subject line catchy and short.

Include an image.

Use images and videos.

Keep it simple.

6. Don’t spam people

I’m talking about SPAM. Yes, SPAM.

In the early days of email marketing, there was no limit on how many emails you could send to your audience. It wasn’t until the mid-2000s that companies learned how to use email marketing in a way that would not be considered spam.

One of the reasons that email marketing has grown into what it is today is that it’s easy to implement and easy to measure. Email marketing is great for promoting your products and services. It’s also great for customer acquisition. And, it’s one of the easiest types of digital marketing you can use to build trust with your audience.

Why You Shouldn’t Send Emails After Midnight

You’ve likely seen the email from someone that says something like, “Hey, I’m sending you this email because it’s after midnight and I know it might wake you up.” And it’s annoying.

There’s an old school adage that says the best way to keep someone from buying from you is to get in their face. But if you’re a small business owner or marketer, you know that’s not true. You’re already in people’s faces every day. And that’s where you should be focusing your energy. Not in your inboxes at 2 am.

When you receive a 2 am email, you may get a notification the next day, or not. Even if you do, you won’t have time to read it. So the next morning, you’ll have to start over again. It’s not even guaranteed that the person will see the email. Maybe they set it to go to spam or deleted it accidentally. In either case, you’ve lost the opportunity to connect with that person.

This often leads to an increase in emailing and unsubscribes as people find themselves at work.

The same applies to sending emails on weekends and holidays. Don’t force yourself to do so. Instead, send a reminder and reschedule the email if people aren’t responding as expected.

How to Get People to Actually Respond to Your Emails

To get people to respond to your emails, you need to make them feel valued.

Whether you’re a small business or an enterprise, emails are one of the most effective tools you have for communicating and reaching out to prospects. However, as email has grown in importance over the years, so have expectations about how often people will respond to messages. In the past, a response rate of 2%-4% was considered good. These days, a response rate of 5% or higher is considered very successful. That’s five times better than the average response rate of 1.5%.

There are many factors that go into making an email campaign successful. Here are five ways to get people to respond to your emails:

  • Be concise
  • Make it personal
  • Ask for action
  • Keep it short
  • Include images

Get People’s Attention Without Being Annoying

In email marketing, you’re trying to get people to open your email or click on a link. How do you get their attention without being annoying?

In short, you need to find the right balance between the tone of your email and the content you share. You can create an appealing subject line, but if the body of your email is full of spammy or unprofessional language, it may not be worth the effort.

You want to avoid coming off as the bad guy by delivering the wrong message. You want to be friendly but professional. You’ll never be seen as a jerk if you’re actually doing good work and sharing valuable content.

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Author:
I've been making websites since I was a kid and now have over 20 years of experience building them for myself and my agency. I noticed patterns of problems that all business owners experience with their websites. Problems that most business owners don’t even know matter, let alone how to address. I built Pagemend to help people stay on top of their websites.

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