Successful email marketers recognise the importance of building relationships with subscribers. But how exactly do you do that? Here’s some tips from Matthew Johnson for wooing your email database.
Well I believe that relationships are built on trust. And trust is gained by delivering on clear expectations. With email marketing, this means making promises to new subscribers up-front and then delivering on these promises time and time again with all of your emails.
So here’s a list of important things you should be saying to your subscribers to help build a long-term, meaningful relationship through email marketing.
1. Would you like to sign up to my email newsletter?
The key to new relationships is getting off on the right foot. With email marketing, that means obtaining permission before you start sending someone your marketing emails. Not only is this the polite thing to do, in most countries (including Australia) it’s a legal requirement with respect to spam compliance. The best way to ask for permission is with a webform that allows people to easily subscribe to your emails.
2. We will not sell or provide your email to any 3rd parties.
3. You’re in control and you have options.
We all like to feel in control, right? The same goes with how we manage our inboxes. It’s important to give subscribers options for how they wish to hear from you. So let people manage their preferences via update profile forms linked from each of your emails. Examples of what options you might give to subscribers include email frequency (daily / weekly) and email preferences (promotions / newsletters / event invitations).