Email marketing is, perhaps, the oldest form of digital marketing. Despite being around for decades, these campaigns deliver excellent results for businesses in countless industries – when done correctly.
Modern subscribers are inundated with thousands of spammy campaigns offering no value. To cut through the noise in this hyper-competitive digital landscape, building genuine trust and open communication channels with your email subscribers is proven to drive engagement, boost open rate, and, ultimately, increase conversions.
In this article, our specialists at VentraIP explore eight ways to build trust in your email list, specifically catering to the needs and preferences of your consumers.
1. Always Personalise Your Emails
Nobody likes to feel like just another number. Even if they’re one click away from the check-out, stock emails with generic texts and subject lines are a sure-fire way to make people feel unseen.
Personalising your emails will show your subscribers that you value their attention and truly understand their position. By utilising the information you collect on each subscriber, such as their first and last name, your email marketing platform will have the capability to speak directly to them in subject lines and greetings to immediately capture their attention.
By splitting your contact lists into separate categories, such as purchase history or location, you can tailor your content based on their preferences, interests, and behaviour.
2. Weigh-Up Single vs. Double Opt-In for New Subscriptions
Naturally, the process for new subscribers to gain access to your email marketing campaigns should be as frictionless as possible.
The single opt-in method is built around a simple sign-up requiring a few contact details before submission (the form will also capture information like IP addresses and the subscription date).
Implementing a double opt-in process, however, is a powerful way to confirm your subscribers’ genuine interest in your content. With double opt-in, subscribers must first enter their email address and click a confirmation link sent to their inbox, resulting in a higher-quality subscriber list and significantly reducing spam complaints. By taking this extra step, you demonstrate your commitment to respecting your subscribers’ inbox and privacy.
3. Initiate a Well-Planned Introductory Email Sequence to Establish Expectations
From the moment your website visitors encounter your brand, the content should clearly understand your offerings or organisation. Enhance this by maintaining consistency in your communication when they subscribe to your mailing list via your double opt-in form.
Send a branded subscription confirmation email, followed by a detailed welcome email outlining what they should anticipate in future communications. Setting expectations ensures a strong foundation for building trust with your subscribers.
4. Send Relevant, Valuable Content
Finding time to formulate real insights and put them into accessible formats for your audience can be challenging. For this reason, many people prefer to reserve their ‘premium’ content for high-tier audiences (or behind a paywall).
This can be a mistake, as flooding the rest of your subscriber list with unengaging, surface-level information will likely lead to a lack of interest.
Instead, take the time to understand your audience’s needs and cater to them by sharing actual guidance, industry news, and exclusive offers. Campaigns filled with this information will help maintain their engagement and position you as a thought leader within your field.
5. Be Transparent About Data Usage
Data breaches are front of mind these days, and with good reason. Several leading organisations have either seen their customer data hacked and stolen or have been identified as inappropriately using them in their ongoing operations.
Moving forward, transparency is key when it comes to building trust via email. Always clearly explain how you collect, use, and store subscriber data. Such tactics have become particularly important given the stricter data protection regulations in Australia, such as the Privacy Legislation Amendment (Enforcement and Other Measures) Bill 2022.
6. Maintain Consistent Branding
Consistent email branding helps subscribers recognise your business and fosters a sense of familiarity. Strategically place your brand’s logo, colours, and fonts into your email design, and ensure your tone and voice align with your overall brand identity. Such consistency will make it easier for subscribers to remember and associate your brand with a professional, trustworthy image.
7. Use a Professional Domain Name
Choosing a domain name that reflects your brand and is easy to remember is crucial for establishing credibility. Avoid using generic or free email providers, as these can hurt your professionalism and lead subscribers to question your legitimacy. By using a unique, memorable domain name, you’ll make it easier for your audience to recognise and trust your brand.
8. Utilise a Domain-Based Email Address
Setting up an established email address associated with your domain name will also enhance your brand’s professionalism and increase the level of trust with your audience. Campaigns sent within a purpose-built email hosting solution will flag spam, filter viruses and show subscribers you’re a legitimate business.
By using a domain-based email address, you’ll convey a sense of authenticity, further solidifying your credibility in the eyes of your subscribers.
Get Started with Reliable Email Hosting with VentraIP
Building trust in your email list is essential for maximising the potential of your email marketing efforts. If you need help getting started, contact our team anytime via eTicket, Live Chat and Phone (13 24 85).