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8 Tips to Build Trust in Your Emails

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How to build trust with email marketing

Emails are one of the most trusted mediums available, with almost every adult in the United States using email regularly and nearly 80% expecting to see offers in their inboxes. However, your emails can only be so effective if customers don’t trust them; you need to build trust in your emails in order to get more customers to take action when they open your messages. Use these eight tips to build trust in your emails, so you can start getting more sales and leads from your marketing campaigns.

1) Consider using dynamic content

Dynamic content is a great way to show your customers that you’re human and care about them. For example, if you sell shoes, a static email might simply send out information about sales or new products. But adding dynamic content can give your customers something more personalized—such as a reminder that they promised their niece they’d pick up some extra ballet slippers for her recital next week. You don’t have to use complex programming languages; free tools like Omnisend offer simple form fields where customers can enter additional info (think: customizing emails by shoe size). Dynamic content isn’t just useful for reminding someone about something important, it also lets them know you remember specific details about their purchase history and preferences.

2) Personalize your messages

We’re taught from a young age that it’s impolite to send a mass email or hand-write notes—but at work, these approaches can be indispensable. Personalized emails can help you build trust with colleagues and close deals faster. Try using data like your colleague’s birthday, zip code, or hometown to get started. When possible, link your messages back to personal experience (i.e., I know how busy you must be because my inbox gets pretty full too!). Whatever you do, don’t overdo it—remember that most people see dozens of emails per day and will flag anything that looks spammy or unprofessional.

3) Use visual cues

The easiest way to build trust with an email is by using clear, easy-to-understand visuals. Visual cues allow your readers to quickly and intuitively understand what you’re trying to communicate without having to read. Take a look at any email from a company that you already trust and dissect how they use images. What kind of images do they use? Do they have one image per point or do multiple points correlate with each other? Where do these visuals fit within their content? The more visually compelling you make your emails, the easier it will be for your subscribers (and anyone else who might come across them) to understand what it is that you’re trying to say.

4) write emails to people, not companies

Remember, your success with email marketing is about you and your relationships. You don’t need to pitch a specific product, service, or brand—instead, your goal should be establishing trust with individuals. With that mindset, remember these tips: Write emails directly to people whenever possible. Forget generic Dear Sir/Madam messages; they can come across as too formal and impersonal. Also, keep your message short and sweet—you should try for one sentence or two at most per email. The shorter your message is, the more likely it is that people will read it. Finally, include a personal touch by ending with something like Hope all is well! I look forward to hearing from you soon!

5) Include a take action call-to-action button

If you don’t have a call-to-action button at least somewhere on your email, you might as well not be sending it. There are several different types of calls-to-action, but most marketers focus on one that asks for some type of email address (such as an opt-in) or purchase (for example, click through and sign up for our newsletter). Which call-to-action is right for your email will depend on your strategy. If you want people to fill out a form, include a CTA button with clear directions on what they should do and make sure that it stands out from other elements. If your goal is driving purchases, include buttons with relevant offers.

6) Create urgency

If you want people to take action and engage with your content, create a sense of urgency that they’ll miss out on something if they don’t. This will increase engagement and deliver better results for your email campaigns. If you run an e-commerce store, consider offering a limited-time coupon code or shipping discount that only applies for a short period of time. If you run a subscription service, offer free gifts with purchase for a limited time only. Or, if you just have something awesome to share with your audience but don’t want them missing out on it, give them an incentive not to wait around too long by setting an expiration date on your content via social media platforms like Facebook.

7) Make your subject lines count

Subject lines should always tell readers what your email is about. For example, if you’re writing a welcome email for a new customer, Welcome or Welcome to XYZ Company are both clear and concise subject lines that will grab your reader’s attention. Make sure your subject line makes sense at a glance and matches with whatever call-to-action you want your reader to take. Don’t waste their time—or yours—with long, drawn-out text!

8) Include multiple CTAs

Have you ever received an email from a brand that was so irresistible, you ended up spending money? That’s exactly what your goal should be with email marketing: Convince your potential customers that if they don’t purchase something, their lives will be void of happiness. In order to do that, however, you need to hook them. One way to do that is by including multiple calls-to-action (CTAs) throughout your emails. These CTAs give users different ways of interacting with your content and create urgency around making a purchase. You can even experiment with different text on each CTA and track which CTAs convert better! Try one or all eight of these tips to start building trust with your emails

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