Marketing January 14, 2021 Last updated January 14th, 2021 1,266 Reads share

How to Use Email Marketing to Build Consumer Trust

Image Credit: DepositPhotos

If you’re like most business owners, you want to build trust with your audience. When consumers trust your brand, there’s a better chance that they will check out your blog, buy products from your store, and engage with your company on social media. 

Trust-building takes place across all marketing platforms, but none are quite as valuable as email. Email is one of the best ways to build rapport with consumers and grow your business. People are more likely to respond to messages sent to them on a one on one basis, as opposed to publicly commenting on a blog or social media post. 

Today, we will go over several strategies you can put into place to improve consumer trust and help you grow your brand. 

Let’s get started. 

Start With a Welcome Email

One of the biggest mistakes we see email marketers make is they don’t send out a welcome message. When a subscriber signs up for your list, they expect to get promotions and content sent to their inbox. In some cases, they may be expecting extra content, such as a lead magnet. 

You have to set the tone if you want to build trust with subscribers. In other words, let them know what to expect, then deliver. Welcome emails are a great way to set expectations for your readers and start building trust immediately. 

A whopping 82% of subscribers open welcome emails. This number is so high because the brand is still fresh in the subscriber’s mind. Imagine signing up for marketing emails and not getting a message for over a month. The brand sending the message should consider themselves lucky if you even remember their company. 

Instead of setting subscribers up for forgetting your company, send them a welcome email as soon as they hit the subscribe button. You’ll find that setting the stage early will dramatically improve trust with your subscribers. You need to send your first message fast and follow through with your promises. 

Consistently Provide Value

Speaking of delivering on your promises, let’s talk about consistently providing value to your subscribers. When people sign up for email lists, it’s because they think the company has something of value to offer in return for a subscription. 

If you can offer subscribers unmatched value, it’s a safe bet that users will open future messages when your business name pops up in their inbox. 

There are several ways you can make your emails more valuable for your readers. To start, you should include the lead magnet or offer that triggered their subscription. For instance, if someone subscribed to your list because they found an offer that gives them 25% off their first order, you should quickly send that value proposition. 

Once the main proposition is out of the way, you can start sending exclusive content from your blog, promotions on new products, and event registration forms for online events like webinars. 

These seemingly small values all add up in the minds of your users. Find unique ways to deliver high-quality content and promotions, and you can bet that users will start to trust your brand. 

Leverage the Power of Personalization

The best way to build trust with your audience is to show them relevant content and offers. Personalization is now extremely common in the digital marketing world because it works. Consumers want to see things that relate to their hobbies and interests. 

Similarly, most businesses offer products and services designed to resolve pain points or help consumers reach their goals. Personalizing content allows you to provide relevant products and content to consumers based on their needs.

The great thing about this strategy is you can personalize every aspect of your emails. Calls to action, offers, and even subject lines can be tweaked in different ways to appeal to your audience segments. Believe it or not, personalizing subject lines alone can get you 50% more opens!  

Let’s say you’re the owner of an online pet store. You can quickly segment your list based on the type of animal owned by each subscriber. Use the segments to create offers geared toward different groups, such as cat and dog owners. Now, you show cat owners relevant offers about food, while dog owners get the luxury of getting your latest deals on toys. 

When you send these types of messages to consumers, they begin to trust your brand. Research shows that personalized emails overall see 6 times more engagement. The reason for these extra interactions is simple — consumers trust the brand, so they are more willing to engage with their content. 

Show Social Proof

Social proof is a psychological phenomenon where someone is more likely to trust something, in our case, a product or service, based on others’ recommendations. If you can get people to trust your products, they will, by extension, trust your company. 

Include snippets of social proof in your emails if you want to build trust with your subscribers. You don’t have to go all out every time. Instead, strategically show consumers positive opinions others have of your company during crucial moments in their shopping journey. 

For instance, if you have a drip campaign that concludes with a special 50% off deal, social proof can help you build trust and get more sales. You could add reviews that highlight key benefits from real customers. These triggers show consumers that people bought your product and had an excellent experience. Only now, they have the chance to get that same experience at half the price. Done deal, right? 

Product reviews are one of the most effective forms of social proof. Adding an online review to a sales page or email can boost conversions by a whopping 270%

Over to You

Email marketing is the perfect opportunity to build trust with your audience. The key is to know which strategy you should use and when. Today, we showed you several helpful tips you can incorporate into your plan that will help you build trust with your subscribers. 

Keep in mind that trust is not something that’s built overnight. You need to spend time interacting with your subscribers and providing value if you want to see them engage with your business for years to come. 

DepositPhotos – email marketing

Syed Balkhi

Syed Balkhi

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