The two essentials for email marketing success


Choosing a business to use for a product or service is much like dating. If it turns out that you don’t trust the one you’ve chosen - or that you just don’t like them very much - there’s no chance of it being a long term partnership.

In the commercial sphere, if a customer likes what you do, trusts you and has a need for your - ahem - services, there’s a strong likelihood that you’ll win their business.

Back to dating, and this likeability and trust is built via communication, whether that’s dates, texts, phone calls or Tinder messaging. It’s communication that’s key in business too, with email marketing a great way to enhance your reputation.

In both, trust and likeability can be built by how you choose to communicate...but they can also be lost if things aren’t done the right way. Want your customers and prospects to like and trust you? Here are some key ways to ensure success.

The truth about trust

Trust is key to any successful sales relationship, and it’s about mutual respect.

Certain strategies are more likely to insult than inspire, and tricking or spamming your database is a surefire route to mistrust. Multiple “we haven’t heard from you and we’re wondering why” emails over a period of time won’t inspire confidence - and neither will attempts to fool people into boosting your open rate by starting with a subject line beginning with “re:”.

And, while we’re on the subject of subjects, avoid the clickbait approach. “You won’t believe this shocking secret…” and similar have been proven to be the most likely way to encourage an instant move to the ‘delete’ button.

Instead, simply be clear. State clearly why they’re receiving emails from you, and make the unsubscribe button not only clear, but easy to use without having to jump through multiple hoops. It’ll not only increase trust, but will cement your commitment to the new GDPR regulations too.

Be clear too about the fact that your business consists of real, named people, rather than being a faceless corporate identity. Consider addressing your emails from a specific person in the company, and include company details like your address and company number somewhere in the email body or footer so recipients can research you further if needed.

Finally, we mentioned that trust is mutual - so as well as expecting your subscribers to trust you, show them how much you trust them by giving them the chance to tell you what they think. Instead of a generic ‘noreply’ email, let them reach out to you with a simple click of the ‘reply’ button, rather than having to trawl your website’s contact page. Encourage responses - both good and bad - in this way, and you’ll make them feel more valued, and gain valuable feedback that can help you to make changes to increase your trustworthiness even more.


Love to be liked

You wouldn’t buy from a brand you didn’t trust...but equally, would you trust a brand you didn’t like? Your emails are a chance to let your brand’s personality shine through: in your content, your tone of voice, your choice of imagery.

Show your recipients who your company is: give them the chance to get to know you just as they would a new friend. Include company news or insights from the team so they feel part of the action, and consider including video, too - it’s a great way to communicate the personalities that make your brand what it is.

If humour’s relevant, then go for it - if not, then don’t: your email marketing should stay true to your overall brand image and values. And don’t forget - you’re looking for custom, so remain professional, but with personality. Robotic emails will not make customers and prospects warm to you or want to keep reading.  

The next steps

A trusted and likeable brand is one that’s likely to be chosen over its competitors - but it’s not the be all and end all. You also need to ensure that you’re top of mind when it really matters: when the customer needs to buy.

Here, it’s all about convenience. Make sure you’re in front of them when you’re most needed, with your details easy to find. Ultimately, it’s about a campaign that’s consistent and relevant. Whether you’re emailing weekly, fortnightly or monthly, ensure that your email is something your mailing list come to expect and look forward to each time.

They won’t look forward to it, however, if it’s just packed full of sales messages - instead of clicking, they’ll be more likely to hit delete. Marketing emails don’t need to sell overtly every single time. Focus on providing content that’s relevant to your offering: tips relating to your industry, white papers, competitions - and you’ll be onto a winner.

If you’re already doing all of the above, great - you’re definitely marriage material. But if you want some help in upping your game, you’ve come to the right place. Think of us at Winbox as relationship coaches - we’re waiting to hear from you...