Email Marketing News
Email marketing messages 'should be trustworthy'
Friday, 24 October 2008Businesses must ensure their email marketing messages inspire trust among consumers in order to see success from the medium, an expert has said.
Writing on the Email Insider blog, Loren McDonald of Silverpop noted that a recent survey by her company suggested that consumers value trust highly when it comes to dealing with companies via email.
She advised marketers to increase this trust by making their opt-in process as transparent and easy to follow as possible by explaining what kinds of messages consumers can expect to receive and their frequency.
Emails should clearly display product details and prices, as well as buying and shipping terms and a direct customer support link. Allowing consumers to choose the most relevant messages to receive could also be helpful, Ms McDonald said.
Usability expert Jakob Nielsen recently called on firms to ensure their transactional emails are as easy to read as possible and that they contain only the most relevant information, suggesting that subject lines are made more specific and that body text is not too long.