- Name
Your name and the firm’s name are essential in any email correspondence. While the company is a brand, you infuse a personal touch into the mail.
Hence always start your communication with the “from” name. And consistency is the key.
If you regularly use your name and the company name in email communication, your recipients would seek keen attention to your emails.
According to findings shared by Brevo, it’s essential not to presume that first-time visitors are already well-informed about your business. Your welcome email campaign should serve to reinforce both your name and your company’s unique selling points, solidifying that you are the optimal choice for them. By initiating your communication in this manner, you capture the recipient’s attention effectively.
Provided that your contents are of high quality, your subscribers will anticipate these emails. Thus wouldn’t ignore your mail even if their emails are overloaded.
You can tinker with the format using various options. You may either start by your name, such as “yourname@thecompany”.
Still, you could reverse the format to look like “the company – your name.” Either way, being personal in your approach creates a greater level of trust.
Your recipients may not know you in person, but your consistent personal emails would resonate with them. Even though automation has become the mainstay, a tinge of human-to-human correspondence is natural in human interactions.
- Don’t lock contents behind a form
Forms are easy to manage and provide a uniform template. But they are stiff and impersonal.
Using them excessively could make you appear mechanical and less accommodating – being that it’s either you fill in the forms, or nothing happens.
But when you have a whole range of customers with diverse needs and aspirations, confining their unique peculiarities into a standard form wouldn’t work.
Initially, it could be effective in capturing subscribers’ preferences. But then you should use the data in their forms to appreciate their specific requirements. From there, you may push customized content to them.
So what is content without form supposed to look like? Well, it a well-thought-out content emphasizing the needs of a particular set of recipients.
It must address their expectation, while also providing links to additional reference materials. This serves two purposes.
One is to be generous beyond your service and products. Next, is to persuade further, and not only because you want them to buy your service.
This approach creates a sense of liking and the need for reciprocation of this gesture from the subscribers. They are more compelled to trust you, together with your products, or services.
- Bring in the experts
This is another way of building trust in online marketing. After all, we all trust professional advice from an expert without questioning.
Even when marketers and commercials try to use persuasive methods, consumers usually seek expert opinions on things they consider vital. But it’s not only limited to expensive ventures.
Referring to insights emphasized by Mailer Lite‘s research, there is value in enlisting experts to enhance credibility among your subscribers. As numerous individuals seek expert insights before making decisions, integrating expert perspectives becomes a fundamental tactic for cultivating trust within the online marketing sphere. When experts contribute to your content, the narrative is rendered impartial, further boosting your trustworthiness.
Potential users would still seek comments from friends on matters as simple as, which restaurant is ideal to take someone out to, to more complex investment decisions like mortgage.
Research done by Relevant states that about 85% of people occasionally or regularly seek out an expert opinion before making up their minds.
When you let an expert contribute your content, the narration would be impartial. The contents would provide both sides of the story. This way, the professional leaves the subscribers to make informed choices, out of unbiased resources.
The recipients thus are more likely to build trust in your content based on the reliable and authoritative source you involve in their development.
- Enlist socialites
Humans are social beings. And with the propagation of social media, it’s hard to ignore social influencers.
As a content provider, you can harness the positive aspect of these online socialites. But you may wonder why they may sway your subscribers.
Well, humans try to imitate whatever most people do. That’s why you notice certain dress codes becoming trendy.
Leaders in this promotional role of these trends are celebrities. They are popular and have huge online followers.
If you can bring one to contribute to your content or have them participate in an informal interview regarding your content, they could attract a huge audience.
With millions of their followers listening to what these influencers have to recommend during such meetings, they would fall for your content. After all, these followers want to be seen to be actively involved in online activities.
Social media influence is a perfect force for building trust and credence in your content. And using socialites is one way of achieving this end.
- Deeper personalization
In this situation, it is you playing a personal influencer to your subscribers. But you must have the substance to convince them that you are a pro in the field.
It doesn’t only mean that you’ve studied their needs and know their preferences. But you can also deliver that which they need.
You don’t have to use templates to gather these data. Instead, harness the power of smart fields and progressive profiling.
The approach simplifies the form-filling activities while also building gradual intelligence on your subscribers. As you learn more about them, you start preparing targeted content addressing what you know about them.
Drawing from the Shopify study’s insights, achieving optimal personalization for each contact involves customizing your email content by leveraging your understanding of the recipient. This approach transcends mere awareness of their needs and preferences; it signifies your ability to cater to what they’re actively seeking. Consequently, your subscribers will hold greater appreciation for this level of tailored engagement.
By progressively marching the content to their issues, you gradually build content relevant to each target audience segment.
And as your subscribers read and appreciate that your content match and conform to their customized aspirations, they develop trust in your correspondence.
