You Don’t Click What You Don’t Trust
Trust is the foundation of any healthy relationship and email is no exception. When a subscriber decides to opt-in to an email program, they are initiating a relationship with that brand. Though the subscriber makes the first move, it’s the brand’s responsibility to lay the foundation for a long and meaningful email relationship. By keeping subscriber trust in mind, marketers are more likely to drive increased engagement and contribute to greater lifetime value from subscribers.
There are two intertwined concepts that relate to subscriber trust: security and confidence. Many subscribers have learned to be cautious when it comes to the emails that they interact with. There have been many widely-reported cases of phishing, fraud and hacks. If elements of a message arouse suspicion, subscribers are less likely to interact. As brands lose impulse opens and clicks due to moments of subscriber hesitation, ROI can be diluted. Marketers need to look at ways to ensure that messages are secure and come across as such to subscribers.
Beyond actual security threats, marketers also need to consider more subtle messaging elements that contribute to subscriber trust and confidence in the brand. If the brand sends misleading content or doesn’t fulfill the promises outlined in the subscription process, the subscriber's perception and relationship with the brand can sour.
The following recommendations can help marketers create more trusting, secure and confident subscribers:
During the opt-in process, let subscribers know what to expect and be sure your program fulfills those promises. The initial stage of a the subscriber lifecycle is critical for setting expectations and establishing a perception of both your brand and your email program. If you mislead subscribers from the start, you’ve already damaged their trust and may hurt their perception of your brand.
Ensure all messages have consistent branding and a recognizable look and feel. It’s never a good sign if subscribers have to take a moment to determine whether you are who you say you are. By creating well-branded and similarly styled creatives, your subscribers will be more at ease and likely to interact with them.
As a Senior Email Strategist with Return Path, Casey specializes in driving increased engagement and boosting deliverability. Casey has a healthy fixation with helping marketers realize the potential of their email programs by addressing human needs, building better relationships, and ultimately driving improved results for the business. Her nine years of experience and obsession with evolving the email space helped land her a spot on ExpertSender’s list of “25 Email Geeks to Help You Get Your Geek On.”