Building Email Subscriber Trust- Right from the Beginning
How many times have you been at a retail store completing a purchase in the checkout line and been asked for your email address? Usually this comes in the form of “don’t you want to be in our rewards program?” or “we send amazing discount codes!” However enticing these offers may seem, the first thing that probably goes through your mind is the thought of getting more unwanted email. We’ve all been there, email marketers too! So how do you persuade your customers of the value in your email program in order for them to provide you with their personal information? It’s all about building trust, and establishing that trust from the very beginning- starting with the first interaction.
First, tell them exactly what they are signing up for. Whether the sign up is collected in store or via a form on your website, make sure your future email subscribers know exactly what they are will be receiving from you during the initial interaction. Weekly promotional emails with discounts and coupons? Great. Rewards program where you can track purchases, favorite items and receive points for spending? Perfect. Online newsletter that is sent twice a month with company news and industry tips? Sounds great- just be direct, honest, and NEVER add their email address to a different mailing list of your business if they have not opted-in to receive those mailings.
Finally, be consistent. All those things you just mentioned in the sign-up process and welcome email- follow through on it! Be consistent with your content, sending schedule, from name and from address to ensure that your new subscribers recognize and engage with your emails. In all your emails include ways for them to provide feedback, update their information and of course opt-out if necessary. Also provide other ways for your subscribers to engage with your business, such as on Facebook or Twitter, and reasons why they should follow you on social media. And of course, you also want to make sure you are reaching your mobile audience with mobile optimized email messages. If an email does not display correctly on a user’s mobile device, nearly 70% will delete it immediately (Blue Hornet, 2012)- yikes! Don’t let this blunder make or break your email campaign’s effectiveness, contact mailPlants today and let us show you our suite of mobile optimized features!
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