In email marketing, it’s extremely important to be aware of the spam mail phenomenon and how it has changed our perception of what goes into the average user’s inbox. Unfortunately, a tidal wave of spam mail has led to the erosion of consumer trust. Here are four ways to help your messages stand out and build trust with your readers in the ever-growing cloud of white noise.
Share Different Kinds of Emails
If you’re a marketer trying to keep people interested in your campaign, one way to do that is to vary the types of emails that you send out in an email marketing campaign. For instance, you might send a welcome email to the mailing list or email alerts about breaking news related to your company or industry.
From time to time, it is more than likely that your company may make a mistake. In this case, you can utilize a custom email campaign to go out with a sincere apology, or to clear up a misunderstanding with a group of customers or other web users. You might also send specific emails with free offers or limited time promotions. Another effective strategy for loyalty development is to create a series of educational emails or drip campaigns that build interest over time.
In short, it is important that you don’t just send out emails focused around direct sales campaigns. It will not take long before your customer base tunes you out completely. It is much smarter to instead diversify, and create valuable content that will pique the interest of your audience and encourage engagement. This is a far better way to build trust over the long run and establish interest in your company.
Introduce the Content
Another way to build trust is to show your readers exactly what they’re looking at from the very beginning. This starts with a good introduction and subject line. Create a familiar introduction signature that you can reuse as a part of your company brand, and then follow that with a description of the email’s content. This will save your readers time they’d spend scanning the page to decipher what they are looking at. It is also important to include these ideas in the subject line. It’s simple, don’t be misleading with your messaging. Give recipients a clear picture of what the email contains and why they should open it.
Honor the Opt-Out
Another way to respect your customers’ boundaries is to create an easy and accessible opt-out system. Then make sure you honor that system. You will not gain any ground by continuing to direct messages to people who have already decided they don’t want to read it. This is where an email sender wanders into spam territory. Instead, make an effort to identify these people and stop sending to them. Having a clearly defined opt-out process is extremely important – it’s a big part of what separates a good, thoughtful e-mail marketing campaign from spam mail.
Personalize the Message
Even in large, bulk mail-outs, it is beneficial to always try to personalize your email to the customer as much as possible. Segmenting your customers and creating distinct messaging for each client category is essential to achieve this when sending out emails in large quantities. Obviously, you can’t write to each person individually, but strategic copywriting will allow you to specifically target each subset of your customer base. This will give your messages more value for each client, making them less generic and more genuine.
These time-tested methods are simple ways to improve your email marketing campaigns, encouraging your audience to trust you and connect with your messages. Need some assistance managing your email marketing? We can set up an email campaign that fits your business objectives perfectly. Contact Thrive Internet Marketing and request a proposal today!