Email marketing is one of the most effective ways of engaging with customers and driving sales. However, sending countless emails every day can quickly erode customer trust. In today’s world, customers expect to receive value for money and to feel as though the businesses they engage with on a daily basis are trustworthy. To ensure that your emails are perceived as honest and of good quality, you will need to incorporate a number of vital trust deeds into your campaign. In this article, we will outline 10 of the most common trust deeds that you must have in place in order to fully optimize your email marketing efforts.
Vary Your Emails
When customers receive the same kind of email over and over again from the same sender, it can begin to feel a bit stale. To ensure that your emails are interesting and engaging, you should ensure that you vary the emails that you send out. Some email marketers will even tell you to send out 10 variations of the email you’ve used before in order to ensure that customers continue to read your emails and remain interested in what you have to say. When you vary the content of your emails, it will make it appear as though you’ve been thinking about what they might want and need while they were away. This humanization of your effort will make your emails that little bit more personable and hence more likely to encourage action.
When people Google search, they are typically looking for a variety of things. If you want to ensure that your emails reach your target audience, you should incorporate keywords into your content. Bear in mind that if you want to gain organic reach on a search engine, you should avoid using too many keywords or over-optimizing for certain keywords. The ideal ratio is two or three keywords per sentence in order to create a natural conversation. For example, let’s say that you are selling a product that helps people with their health and wellbeing. You could include the following keywords within your email: health, wellbeing, tips, tricks, etc. When someone clicks on those keywords, they will be presented with a product which is relevant to their needs. When you use keywords, it really does make a difference and it gets noticed!
Proofread Your Emails
Even the most diehard of marketers will tell you that typos and grammar mistakes are the worst kind of mistakes you can make in an email. When you’re writing an email, there are so many little mistakes that you make which don’t necessarily mean anything bad. However, when you’re sending the email, these little errors can appear to be a sign of carelessness or even of laziness. In an era where customers expect businesses to care, sloppy spelling and punctuation will undoubtedly undermine your effort. Even when you’re drafting the email, you should remove as many typos and errors as possible. When you proofread your emails, you should also look for ways to improve the language and the content. Sometimes, adding a few sentences describing the product or service can help a lot. For example, let’s say that you are selling kitchen appliances. Instead of just sending out a standard email promoting your products, incorporate information about the brands, models, and the different types of appliances available. By doing this, you will not only be providing your audience with useful information but you will also be demonstrating that you took the time to do some research before putting pen to paper or tapping keys on a keyboard.
As we mentioned above, customers expect to receive value for their money and they want to feel as though the businesses they engage with on a daily basis are trustworthy. If a business owns up to their promises and keeps their word, customers will be far more inclined to trust them. Sometimes, people will go ahead and share their personal information just so they can get a better deal or to receive faster service. Anonymously requesting personal information from customers without their knowledge can sometimes put you at risk of violating GDPR. Although it’s not always about privacy, anonymity is still something of a double-edged sword when it comes to email marketing. If you want to keep your customers, you should avoid collecting information in this way as it could put your business at risk. To ensure that you are not violating anyone’s privacy, you should never ask for personal information upfront, in a corner of an email, or in a reply that is potentially visible to the public. Always use templates and pre-made email content when possible so that you do not put yourself at risk of breaking GDPR rules.
Do Your Research
No one likes to purchase a gadget or a piece of clothing only to find out a few weeks or months later that it isn’t of good quality. This is why it is so important to do your research before deciding to purchase anything. In the same way that you would do your homework before buying a used car or clothing item, you should do some research into the company you are buying from before purchasing their product. Sometimes, this will mean searching for reviews, checking out their social media pages, or even looking up the phone number and calling them to get more information. By doing this, you will be able to make the right decision and ensure that you get the best product for your needs. Remember, the worst thing you can do is buy something and then have it be of poor quality or designed wrong. Research before buying.
Use Pre-made Templates
Pre-made templates are a quick and easy way to get the task done without having to go through the hassle of coming up with content on the fly. In an ideal world, you should use templates for all of your content, whether you are writing an email, creating a spreadsheet, or designing a website. Pre-made templates make it much easier to get things done and ensure that you do not make the same mistake twice. When it comes to email marketing, you should use templates for subject lines, headers, and footers so as to ensure that each email looks as similar as possible. This makes it easier for customers to identify which emails are coming from different sources because they are all looking the same.
Create Autoresponder Sequences
An auto-responder sequence is a series of emails that are automatically sent out to your subscribers or customers after they subscribe to your mailing list. These emails will vary in content but they will all serve the same purpose of reminding your audience that you exist and of encouraging them to engage with you further. The key to having a successful auto-responder sequence is to make sure that the emails are triggered by an action that the customer took before becoming a subscriber. For example, if you use HubSpot, you can set up auto-responder sequences based on the type of content the customer engages with the most. Say, for example, that you are selling health and wellness products and the customer most frequently interacts with you on social media. In that case, you could set up a series of emails to encourage them to go to your website or subscribe to your blog for more information. The goal is to make the process as easy as possible so that you can get back to doing what you do best – growing your business.