Build trust through email marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 14, 2021, 7:41 AM UTC

Email marketing can potentially offer returns of $44 for each dollar spent.

Businesses should consider email marketing integral to their marketing mix to improve customer relationships. Marketers should be honest about the possible contents of their email newsletters. Mention the topics and email frequency that the audience can expect when they sign up for newsletters.

Personalising emails can help brands reduce customer churn and retain subscribers. Surveying subscribers can help marketers enable two-way communication, understand subscriber pain points and make email marketing more targeted and effective.

Offering any kind of personal anecdote and non-sales content while connecting with customers on a personal level can help brands foster consumer trust. However, companies should avoid using a “do-not-reply email address” and allow subscribers to reply. They should further make it easy for users to unsubscribe from newsletters. 

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