Build Credibility and Trust by Delivering the Right Information
Relevant, preference-based email campaigns begin with the registration process. The opt-in web page should ask for more than just a name and email address field. Easy to use checkboxes can quickly capture the interests of the subscribers – such as product preferences and preferred delivery method, as well as important user information – such as gender, age, and location. Marketers must make the sign up process quick and easy in order to gain as many subscribers as possible.
Marketers should let recipients know in advance what to expect in terms of the frequency and content mix. Marketers should tell the subscribers what privacy policies are in place, how to opt-out or change preferences, and how to contact the company if any problems or questions arise. If possible, marketers should allow the recipient to choose how often they receive information. It is also a good idea to provide copies of past email newsletters or other campaigns so subscribers have a clear understanding of the type of correspondence they will receive. That way, the subscribers know what to expect and they look forward to receiving the information.
After the subscriber opts-in to receive email correspondence, a welcome email should be sent immediately. The welcome email should have the corporate branding in place so subscribers will be able to identify that future emails are coming from a credible and reliable source. Customers might not remember signing up for an email list, but if they recognize a brand that they know and trust, and if the information interests them, they will be more likely to open, read, and respond to the message positively.
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