All too frequently, stories of bothersome email campaigns or chain email viruses crop up and cause ordinary people to be wary of what shows up in their inbox. There are many sound strategies for running a successful email marketing campaign, but perhaps the most important is a show of good faith. It is important for your email marketing campaign to demonstrate to your customers that you are an honest company they would be glad to do business with. After all, many customers view honesty as an increasingly rare and admired trait.
One key to honesty is transparency. When customers know your intentions and can see that you are being honest with them, they are more likely to trust and respect you as a company. One great way to foster trust in your customers is to use permission-based email marketing, a style of marketing popularized by entrepreneur and marketer Seth Godin. The practice is exactly what the name implies: asking permission before sending promotional literature to a potential customer.
Most people appreciate being dealt with in a straightforward manner. Permission-based marketing is exactly that: Tell your potential customers that you would like their business, and ask them if you can send newsletters or updates of sales and discounts to their email address.
Many people may decline, and while your email list may be shorter than that of other companies, you can be sure that your emails will be more effective than non-permission-based emails sent by other companies. Your customers will be far more likely to respond by purchasing your products than they would had you not asked their permission.
The sacrifice in quantity of emails will be made up in quality, and ultimately in products purchased.
Once you have begun a correspondence with a customer by gaining their trust, it is important to maintain that trust. In securing a customer’s trust through email marketing campaigns, consistency is crucial. People trust routines, and weekly email updates or newsletters are a great routine to keep a customer’s trust and make them feel included. Weekly updates might include upcoming discounts and sales, newly arrived products, or other announcements.
Keeping the style the same across emails is also important. Font size, style, and color should all be the same, as well as the brand and the naming formula for the email’s subject line. Keeping the timing of emails consistent is important as well, though an occasional email during the middle of the week won’t do any harm. If a mid-week email is advertising something important like a blowout sale, then the customer might not mind receiving it.
Another way to build trust with a client is to make the email settings customizable. Some customers may want to receive your emails, but not once a week. They might prefer receiving an email once every two weeks or once a month instead. Making this an option when they sign up to receive emails is helpful, so they have control over how often they are receiving your promotional products. The situation is still mutually beneficial, and trust will be increased.