Trust is such a powerful tool for businesses. Once you have established trust – by which, I mean real, genuine respect and belief – it’s so much easier to sell your product or service. After all, you’re no longer an unknown entity pushing for money and profit, but a valuable ally, working in collaboration to achieve shared goals.
The shift in perspective is incredible.
But how do you build trust with your customers? How can you use email marketing to improve their perception of you? Join me as I explore the three main ways to build trust.
1 - Consistency
Think about people in your life you trust – chances are you feel that they’re there for you, a dependable presence you can rely on. That’s a feeling you want to build with your customers, and it’s done through consistency.
When you’re consistent, you give an impression of solidity, a grounding force that isn’t going to falter, but can weather a storm. You’re someone who’s there whenever needed.
If you become a consistent presence, you don’t need to use pushy sales techniques because your customers come to you when they have a problem they know you can solve. You’re top of mind, the immediate answer to their challenge. ‘Oh,’ they think, ‘I know who can give me the answer to this…’ – Yup, you.
So, how do you prove your consistency through email marketing? Well, it may sound overly simple, but you prove it by being consistent! This means:
Developing a marketing schedule
Making sure your email newsletters go out regularly is vital. Whatever timing you’ve worked out is best for your audience – stick to it. That may mean an email every Monday morning at 10am, or it could mean monthly updates on the third Tuesday of each month. Whatever it is, hit it. Prepare your email content in advance, polish it up, get it all ready, and schedule it.
Email marketers who send their newsletters out in an ad hoc fashion show themselves as fickle. Pressing ‘send’ as soon as the content is done in a rush to reach an audience and get some feedback may feel immediate, but in truth, it just lowers trust. Your audience can’t even rely on you for a regularly scheduled newsletter, so how can they rely on your services or products?
It’s subconscious – no one is really measuring your email delivery times – but it settles in. Over the months, their brains recognise the pattern.
Keep on brand
Your emails should look professional and project your business. Logos, subject lines, writing style, CTAs – all of these should follow a clear template that you’ve established to look and feel like you.
In the early days, your branding may shift to find its feel, and your content may waver while you work out your voice, but once it’s settled, make sure you stick to it. Don’t change your company colours every ten minutes, or send scattered content that’s unpredictable. Stay true to your company feel with every piece of email marketing, and your customers will see your professionalism in every corner.
Deliver your promises
For the ultimate in consistency, make sure that the claims you make in your marketing are ones you follow up with in reality. Never oversell, don’t exaggerate, and avoid lies at all costs. Send out true, realistic email marketing, and your audience will grow to learn that you consistently meet expectations.
2 - Credibility
The second layer of trust comes when prospective customers can see that you are respected in your industry and that your product or service is going to solve their needs.
Credibility comes through:
Reviews and testimonials – Nothing says ‘this company is great, use them’ more than literally that! Don’t pack your email marketing with these testimonials (you have a website and online presence for that), but when something stands out, you shouldn’t hide it. A well-chosen piece of customer feedback in your email newsletter will let your audience see that you deliver.
Awards – A step beyond the customer review is industry recognition. Awards should absolutely be celebrated in your email marketing – and there’s every reason to send out a special newsletter to shout about them!
Achievements – Attaining business-based goals, finishing headline projects, or other relevant achievements – let people know.
Case studies – A well-developed case study can show strong proof that you’re a trustworthy company. If you’re a service-based business, potential customers who can see their own story reflected in your case study are sure to hold you higher in their considerations. Product-oriented companies can use case studies to provide a behind-the-scenes look that drives engagement and builds trust through openness. Case studies should be included on your website, with your email marketing directing traffic to visit.
With a proven track record of results, you build a foundation of trust for your audience.
3 - Personality
People trust people. When your business feels genuine and grounded, made up of real people and not just automatic systems, your customers will be more likely to feel connected. Your email marketing is key to showing your audience your personality and building trust through shared experience.
Tell your stories and don’t be afraid to let your character show through – because it’s this that raises you above the generic alternatives that exist. Projecting honesty and authenticity in your content builds that essential connection and trust.
Of course, it’s important to remain professional, but professionalism doesn’t mean squashing your personality. Be genuine.
Building Trust with Nathan Littleton
If you’re looking to develop your email marketing to build trust, then I’m here to work with you. I’m Nathan Littleton, marketer and professional speaker – book a consultation and together we can boost your email marketing to win more customers. It’ll be worth your time – trust me!
