Do you know email users in 2020 amounted to 3.9 billion people globally? This figure is set to surpass the 4 billion mark by the end of 2023, equaling half the world’s population. For a business that uses email marketing as a primary lead generation strategy, these numbers present an opportunity to reach more users. But even as this puts email marketing among the key forms of business promotion, there’s more to it than just sending endless emails. It needs much more focus, given people are more informed than before, and they’ll only want to engage those they deem credible. If you want to build a successful brand and avoid your emails ending up in the spam folder take a look at our 8 tips that will help you build credibility through your email marketing strategy.
Focus On Authenticity First
First off, you need to use an email marketing strategy to depict who you are as a brand. This helps develop your credibility in every email marketing campaign you send out. By developing credibility through authenticity, you are building your brand’s voice and pointing out what makes you stand from the crowd. You also need to ensure the content carries the personality that will keep your customers wanting more. Authenticity also means showcasing what makes your business unique and offering your subscribers the marketing content they want from you.
Have Expectations You Can Deliver
When starting an email marketing campaign, setting expectations with your first email is always essential. For instance, you might set a schedule to send your subscribers regular email newsletters. Make sure you stick to that schedule because consistency is important to any email marketing strategy.
Delivering on this promise helps you build credibility and trust. The more you exceed expectations, the more trustworthy and credible you’ll become. Consider email marketing automation if you also want to efficiently send timed marketing emails to your mailing list.
Create a Likeable Persona
This is only achievable if you choose a more engaging email marketing campaign. For instance, creating emails with a call-to-action allows your subscribers to be part of what you are doing. This will give them an open invitation to explore your offerings and help them discover more about your credibility. You can also go about this by conducting a survey in your email marketing strategy and asking for your subscriber’s feedback. By doing so, you get to address their concerns and make your audience know that you want to hear from them.
Don’t Promote Everything
Being careful with what you promote helps you in two distinct ways. First, it sets you apart as a credible source and not someone always trying to sell. Second, it helps you avoid the spam filter. Well, you wouldn’t want to have customers unsubscribing from your email list because you are filling their inboxes with everything you come across. Email marketing is only effective when you can provide valuable insights to your subscribers. Besides, customers will lose interest if you are making a sales offer too frequently.
Be Transparent
Legitimacy is an essential factor in your email marketing strategy as it helps build trust and credibility. This means creating emails that are labeled with all of your contact information. Unfortunately, most businesses solely rely on email marketing software for generic no-reply emails and use other forms of marketing automation to pass their marketing communications.
The truth is, using your email rather than a one-time, generic one makes you more credible. Doing this will attract more clicks from prospective users and clients. Seek to personalize your addresses and add either your name or your organization’s name. This will grant you a clear sender identity which is essential in building trust.
Don’t Overhype Your Content
Once you have a community of subscribers on your list, you should shift your focus to creating email marketing content that keeps them hooked. You can quickly achieve this if you stick to personalizing the content and addressing their needs. Therefore, avoid overhyping your content and putting forth misleading headlines to attract more clicks. This will only kill your credibility if the content doesn’t live up to what has been headlined.
Send Your Emails With Permission
Permission is a critical factor for your email marketing strategy if you want to gain trust and credibility among your subscribers. Sending your emails with permission means contacting recipients who have opted-in to receive your messages. Contacting any customer who has not openly asked to receive email marketing communications is an unethical marketing practice that will render you less credible.
Besides, forcing your email marketing newsletters and other communications on people could affect your engagement rates and conversions. To avoid this, allow people to ‘opt-in’ to their favorite marketing communications. This will ensure you send out the proper email communication to the intended people who will have a positive engagement with it.
Work with Experts to Gain More Credibility
The consumer market is saturated with many products, making it quite challenging to decide. This is why most of them occasionally seek assurance from the people they trust. This may come in many forms, such as celebrity endorsements, expert recommendations, or any form of sanction from peers.
You can achieve this by adding testimonials, case studies, reviews, and user-generated content to your email marketing strategy. Not only does it help your mailing list subscribers to hear from others who are credible, but it also instills enough trust in your offering and the overall email marketing campaign.
Final Thought
Credibility is easier to lose than to gain. You need to effectively maintain your credibility and be consistent in your email marketing activities. Lack of credibility means none of your email marketing strategies will help conversions take place. If anything, the whole idea of email marketing will have no positive impact on your business if there’s no substantive credibility.
