It’s the dream of every internet marketer to send an email out to hot prospects and get a flood of positive responses. This dream isn’t necessarily a pipe dream. Because even though technology has dramatically changed the way people buy, the human brain hasn’t changed. What it responds to is the same today as it was thousands of years ago. Which is fortunate for marketers, because this means we can take advantage of what the field of persuasion psychology has to teach us about how to influence people’s buying decisions.
The importance of building trust with your email subscribers cannot be overemphasized. As 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.
This article is going to give you seven ways to generate more conversions from your email marketing and build trust with your target audience or customers.
1. Be Honest When Sending Your Emails
It’s important you are honest with your readers. They already know that you are going to sell them a product or service at some point, and they know that you are going to make money from it. So, there is no reason to try to hide this fact, and they will appreciate your honesty about it.
2. Send From A Consistent “From” Name And A Personal Email Address
You’ve probably read dozens of articles on how to improve your subject lines, and you likely regularly A/B test your subject lines. But just as important is that little piece of information that appears next to your subject line: the “from” name.
The “from” name offers a valuable opportunity to build trust with your recipients. If you consistently send highly-relevant emails with the same “from” name, your recipients will start to associate your “from” name with good things. And because they’ll want to receive those relevant emails, they’ll be looking for your “from” name and be less likely to overlook your emails in their overly-full inboxes.
So what “from” name should you use? Your company name or the name of a specific team member? I recommend using both. You can build trust in your brand while creating a more personal feeling by using both simultaneously. You might try “[Team Member First Name] @ [Company Name]” or “[Company Name] — [Team Member Name].” It’s worth running a few tests to see what exact combination works best for you.
Sending from a “no reply” email address is convenient (and who really wants to sort through all those out-of-office notifications?), but it discourages engagement, can come off as arrogant, and can also increase the chances that your email will be sent to the spam folder. Sending from an “info@” email address or other similarly non-personal address is better than a “no reply,” but if your goal is engagement, you’ll get better results if you send from a personal email address.
3. Care About Their Wellbeing
Thinking about the wellbeing of your customers is one thing that you should really put into consideration before hitting your computer keyboard.
If you are promoting products that will help them to grow their online business, then you need to actually care that they make a success of that business. If you don’t care about your readers, it is going to come across in your 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 organization’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. Make Sure Your Emails Are Optimized For Mobiles
Why is this important? Because according to 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 a mobile device.
6. Include Social Influence.
Experts aren’t the only ones people believe, however. Your email recipients can also be convinced by social influence or social proof. Humans are wired for conformity. We take cues from our peers. If others we identify with are doing something, we’re drawn to do whatever it is. This is why we see mob mentality prevail in social situations — people engaging in behavior they would not have engaged in if they were by themselves.
Social influence can be a force for good, however, and you can use it to persuade subscribers to take action. Testimonials, case studies, and reviews are all powerful forms of social proof that you can include in your emails.
7. 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 the positive human interaction is a great way to build trust.
So enough dreaming of email responses dancing down your computer screen. . . . Put these principles into practice, and start making that email marketing dream a reality!
However, I’d like to know if you have any tips for building trust with email marketing? Share any ideas in the comments section below.