Without trust it's impossible to build a relationship. When someone gives you their email address, they are trusting you - but only a little. They are providing you with a small window, a brief opportunity, for you to prove that you are worthy of that trust and possibly even more.
How to build trust?
- Respect: the number one ingredient in building trust is respect. In the case of email marketing, you can show respect by not bombarding your receivers with messages and by making sure that what you are sending them is well thought out and relevant.
- Connect: you don't want to over communicate, but it is equally important that you consistently connect with your list in order to get the best results.
- Listen: ask those on your list what kinds of messages they want to receive from you and survey them to learn more about who they are and what they are looking for from you. The more you can give them what they want, the more effective your email marketing will be.
How to erode trust?
- Irrelevant messages: every time you send a message that is irrelevant to the sender, you are wasting their time and damaging their confidence in your product, service, or organization.
- Broken links: when a receiver clicks on a link that is broken, it tells them something about you and your business. Whether it's true or not, you can be perceived as careless. Make sure to check all of your links before sending a campaign.
- Bad writing: it's very important to proofread and spell check your campaigns before sending. Even better, have someone else (preferably someone with writing skills) read them before they go out. Typos and poor grammar do not build confidence in the professionalism of your business or organization.
- Too much information: your readers will stop being interested in what you have to say if you overwhelm them with too much information. Always remember the "less is more" rule.
Source: Constant Contact