Email marketing continues to be a key component of content marketing. It’s a great way to stay in touch with clients, share your expertise, and market your business. It’s been around for quite awhile now and doesn’t seem to be going anywhere anytime soon. Last week I wrote about how to build an effective opt-in and grow your list. Today I talk about the importance of trust!
Respecting your current and potential subscribers is important to building trust through your email marketing campaigns. How you collect email addresses and what you do with them will show your subscribers and followers what level of respect you have for them.
For most individuals, an email address is private and shared with email marketers with a certain level of trust. Individuals trust those that show the most respect for their privacy. Here are some tips to help you give the highest level of respect to your current and potential subscriber base.
1. Set High Permission Standards
Never try to trick someone into opting in for certain things. You need to get clear permission to send out everything you want through your email marketing campaign. This means that you should never pre-check opt-in boxes or trick subscribers with muddy wording (i.e., “Do not select this option if you do not want to receive…”). Before people sign up you should also provide clear information regarding what exactly they are signing up for. Let them know what type of emails they will be receiving and how often they should expect them. Lastly, require all new subscribers to confirm their decision to opt in through a second action. This could be done by instructing them to click on a confirmation link located in your welcome email.
2. Be Transparent About Your Privacy Policies
Many email marketers intentionally publish privacy policies in long legal terms knowing that no one is likely to read them. Others publish them in small print or make it difficult to find. (Hover your mouse over “contact us” and you’ll both our privacy and cookie policies in the dropdown.) To show the level of respect you give to your subscribers you need to make it simple for them to find and understand exactly how you intend to use their data. This means writing your privacy policies in simple language and making it easily accessible. If you trust and respect their privacy, and if you really are trustworthy, you shouldn’t have anything to hide.
3. Respect Permission to the Highest Degree
People have certain expectations when they submit their email to marketers. They certainly don’t expect to receive marketing messages from strangers, or other things they did not explicitly sign up for. This means you should never sell or rent your list to third parties, even if you feel their emails won’t be traced back to you. You shouldn’t even try to use your list to promote other parts of your business. Give your subscribers exactly what you told them to expect and they will recognize you as trustworthy.
You need to show subscribers exactly why they should trust you; and a huge part of that trust lies in the amount of respect you give to their privacy. Never try tricking them into opting in for anything they don’t expect or fully understand, and value the trust they show you as they give you their email addresses.
Last but certainly not least …
4. Use Permission-Based Marketing!
Despite the fact that it’s illegal and constitutes spamming, people are still adding others to their lists without their permission or knowledge. There is nothing more annoying than to start receiving emails from someone … where you can see it’s obviously sent from their email marketing provider and you know you didn’t sign up, or from someone you don’t even know. Just because someone gives you their business card or you connect on social media, doesn’t give you permission to add them to your list. And, if you are holding an online summit or event with multiple speakers, don’t share the list with them unless you have made your intent abundantly clear to attendees when they sign up for your event. Just don’t.Building trust with your followers is key to them giving you access to the inner sanctum of your inbox!
If you don’t have a list, or aren’t making the most out of what you do have, let me know. I’m happy to schedule a time to chat about how we can help you get more out of your list and stay in touch with your contacts. It’s what we do!
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!