Building trust: give confidence to your email recipients
Friday 22 May 2009
TAGS: Email marketing
It’s extremely important that you build trust with your email recipients; to foster good relationships, encourage increased interaction and essentially to ensure your email is actually read! But how can you effectively achieve this? Louise James, Client Services Manager at Silverbean gives you some handy hints.
With the consumers of today ever more concerned about online security, the threat of viruses and protecting their privacy, it is of vital importance that you ensure your email is trustworthy…but how can you achieve this? Here’s just a basic run down of the key factors you must take into consideration when designing and sending your email…
Make sure your email “looks” trustworthy
When designing your email, make sure your communication looks genuine – from brand coverage to ensuring a good ratio of HTML text to images. Ensure your “From” address is from a appropriate sender – be it your brand name or person – making it instantly recognisable to your recipient.
Add your full contact details to the footer of the email including address, company number and appropriate contact email address – as well as the all important unsubscribe link! All of which will ensure the recipient is comfortable with who is trying to communicate with them.
A pretty obvious one, but make sure you proof read your text and check all your links work! If you grammar and spelling is incorrect, or a user can’t click through to the product or services you are trying to tell them about it’s an instant red flag to your credibility – check, check and check again!
Make it personal
When thinking about the content of your email, speak to your end user in appropriate manner – don’t use too much technical jargon or go over board on the amount of content. Keep it simple, easy to read and add that human touch where you can – it will cultivate a stronger relationship moving forward.
Take a staged approach
If you want to get to know your recipient better, let your relationship build over time. As with any relationship, time builds trust! When someone signs up to receive email communications from you, don’t bombard them with questions…build up data on that person over time – and you will find that people are more willing offer up this information.
Louise James is Client Services Manager at Silverbean. If you have any questions or would like to discuss how Silverbean can help you achieve your marketing objectives through email marketing; please contact our resident email marketing services expert using one of the following.
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