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Email marketing campaigns are based on a bond of trust
between the brand and consumers, an expert has said.
Industry commentator DJ Waldow, writing for Media Post, advised email
marketers that all the tricks of the trade could be rendered impotent by a lack
of trust.
Mr Waldow added that although things such as design, content, compelling subject
lines and attention-grabbing offers are important, none of them can work if
consumers don't have faith in the sender.
"If your subscribers don't trust you - for whatever reason - best practices
don't really matter," he explained
"On the flip side, if you've earned that trust, experimentation with other
elements of your email marketing campaigns can have huge positive implications."
In order to earn trust, Mr Waldow said brands need to provide value, deliver on
their promises, and "meet or exceed expectations".
Mary Spio, partner at Gen2Media, told Marketing Vox that email is twice as
effective as social media as a form of marketing.
Source: equimedia.co.uk |
