Email marketing is all about trust

I have thousands of unread emails—I know I am not alone. 
If you’re like me, you scan your inbox throughout the day, delete the emails that are clearly of no interest, read the important ones, and maybe open a few that get your attention. It’s the few that get your attention and open that are of interest. They’re usually from people you know and trust, from a brand you relate to, an offer in the subject line that seems too good to miss, or a curious topic that piques your interest. These few meet the criteria of what’s relevant to you. After all, would you open an email from a person you don’t know, a brand you don’t trust, an offer you don’t want or need, or a topic that’s far from your interest? Likely not.

Today’s email marketers are working hard to be relevant. 
Interestingly, it’s the same criteria that made print direct mail successful (or not) for eons. It’s the combination of the right data (who it’s reaching and their previous habits), the right offer (call to action), and the right creative (standing out)—pretty much in that order. Just like direct mail, the goal is not to end up in the trash, but to engage the target audience and drive the desired action.

In the case of health and finance (two highly regulated industries), recipients need to feel that the content is relevant and private. Never make assumptions about health or finances in any of the copy. Instead, continually prove that your brand is deserving of trust, and you’ll cultivate a powerful long-term connection.

The space to play for marketers (beyond the quality of the list and associated target behaviors) includes the following areas for content and creative relevance:

• The sender’s email address: Make it personal if possible.

• “Friendly From” addresses—a personal name or company name that can replace an email address—can increase open rates by 34% for B2B communications and 37% for B2C communications, according to Jay Schwedelson, founder of SubjectLine.com.

• The subject line: Make it interesting, short, and compelling.

• The design of the email, including media such as video.

• The clarity and relevance of the message: Can it be personalized?

• The call to action: What do you want them to do next? Be clear!

Typically, those on your email distribution list already know you or have engaged with your brand (giving you permission to market to them), which provides a significant advantage. Make sure you make the most of this qualified contact, customer, or friend by crafting emails that matter to them. In that way, emails can be an effective tool for engaging and sustaining relationships, staying in touch, and providing those on your list with the information they want and need.

Lunne has been writing, designing, and developing emails for our clients for decades.

Thanks to that experience, combined with deep analysis, we have a unique understanding of how to ensure your emails connect with your intended audience.

Reach out today to learn more.