All kind of marketing & communication depends on TRUST!
“Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships.” – Stephen Covey
In our previous article, we’ve discussed – what is engaging email marketing? Trust is the first key ingredient of engaging email.
If subscribers don’t have trust in you then you’ll face low response consisting of low opens, clicks, conversions, deliverability, higher unsubscribe rate & spam (possibility your message to be marked as spam).
Technical definition of Spam, “Email that violates CAN-SPAM Act Law.”
But in the eyes of customer, Spam is “opposite of Trust!!”
Let me tell you a story – One of my good friend’s wife mark an email (a communication she had opted into) — as spam. As a marketer, i was very curious to know why did she do that? And i found out that a negative in-store experience broke her trust.
So, consumers defined Spam as:
Any email we don’t want or expect and which prompts us to hit the “Marked as Spam” button.
Moral of the story is – Send messages that your subscribers want & be consistent with your emails. Make sure you’re sending targeted & relevant information.
Did i say, “Be Consistent?” What does that mean?
Let me tell you one more story – It was Sunday & i was watching Dumb & Dumber movie at my home (i’m a movie freak). It is really a funny movie & i was enjoying it, suddenly someone knocks my door, i didn’t recognize that person through the keyhole, it was very annoying for me.
Same goes for your emails, subscribers don’t want unexpected emails or we can say that they don’t like surprises.
Always send same number of emails (frequency) on the same days of the week (timing). Your every email should look similar & keep type of content consistent. Similar refers to nature of mail not word to word similarity.
Note: Consistency does not mean you can’t send the occasional or marketing email. You can send a unique & informational message on a different day and time. If subscribers trust you, they will welcome every message.
What do you need to send an email? – Subscribers or Contact List.
You must develop a high quality list in order to build trust with your subscribers. But first we’ll discuss – What is opt-in?
Opt-in email addresses fall into four categories:
1. Single opt-in
2. Single opt-in with welcome message
3. Double/Confirmed opt-in
4. Assuming opt-in
When a user sign up (enters email & other information) on your website through the sign up form. The information (name and email id) is added to email list. There is no need of confirmation. It’s the fastest way to build list because users don’t need to remember to click a confirmation link (no additional step).
But Single opt-in tends to attract less committed subscribers. There is a risk of sending the messages to bad addresses which can affect your future deliverability.
A new subscriber enters his information opts-in as described above. In this case, the subscriber receives an auto-response welcome or thank-you email. This email includes a customized message that tell him what to expect in future emails, and when to expect them.
Welcome email is a first friendly engagement between you & new subscriber. It’s a great way to earn the trust of your subscribers.
After the sign up process an email is generated and sent to user. This email requires the user to click a verification link in the email in order to confirm that he/she is the owner of the email address and do want to receive emails from you. The email address will be added to your list only after the link is clicked.
A double opt-in process help to build a strong and quality list.
On the other hand it can be very risky because you’re asking subscribers to take an extra step. Asking them twice might irritate them & you can’t afford to lose an interested subscriber.
If Someone buy a product from your store and provide his/her email address, or you got a name from a trade-show list or other event you sponsored, or someone handed over his/her business card at a conference.
Does this mean he or she wants to receive your emails? Probably not!
Solution: When you meet a potential subscriber, send a “Nice to meet you” message and invite him to your email communications. Give him a reason (value or incentive) to accept!
You can build a dedicated landing page with opt-in form.
See here some examples :
Example 1: Marketo Landing Page
Example 2: Sarv Landing Page
What you see in these landing pages:
1. The headline sets a clear & concise expectation of “what’s in it for me if I give you my information?”
2. The image, graphic or video give subscribers a visual cue of what to expect.
3. Providing important details or video (Sarv landing page) about offer. Using the bullet points (Marketo landing page), it is very helpful for visitors.
4. The form does not ask for a lot of information. Simple. Direct. Easy. With clear calls-to-action (CTA).
As soon as a visitor signup or registers, your email marketing software can immediately send them an automatic welcome email (it’s a good manner).
74.4% of buyers expect a welcome email when they subscribe.
Your welcome message can include content look something like this:
• Thank you!
• Congratulations, you are now subscribed!
• Grab your offer here (if you make a promise during the signup process then fulfill it by sending the coupon code, discount, or other special offer).
• Here is what to expect in our next emails (type of content), and when to expect it (timing).
Tip: You can use some unique graphics, creative or funny language, or a thank you video in your email.
See here – Some brilliant welcome message examples!
The power of Email Marketing exists in quality of your Email List (a valuable asset). But NEVER purchase a list, NEVER! Here are some ways to build a responsive list of subscribers.
1. Placing a subscribe form in a sidebar of your blog might be very effective. See what Conversion-XL do on blog.
2. Consider placing a signup (opt-in) form right in your header, or adding “sign up” as a top menu tab. See how Unbounce do it.
3. You can also place a signup option at the bottom of your content (it can be very effective). Social Media Examiner is the great example for this.
4. Pop-ups can be irritating, but they can also be very effective. Pop-ups have increased some site’s conversion rates by more than 1000%.
5. Provide online whitepaper/eBook to download & run webinars online registration.
6. Create beautiful landing pages with lead forms.
7. Use social proof on your website.
8. Host a contest or run a special offer on Facebook & collect participants email addresses.
9. place a email signup form on Facebook to become a subscriber. It’s a best way to turn your followers into subscribers. Pinterest is also a great way to build email list.
10. Collect buyers information during an actual in-store checkout experience.
See more other creative ways in details here – 20 White-Hat Tactics to Grow Email List Successfully
In our next article, we’ll talk about some other key attribute of engaging email marketing.
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