How SMBs Build Trust Through Email Marketing
Josephine Yam, JD, LLM, MA (AI Ethics)
AI Lawyer | Skills4Good AI Co-Founder | TEDx Speaker | Empowering Professionals with Responsible AI through Community Learning
Email marketing is a cost-effective and efficient way for small businesses to reach their target audience and promote their products or services. However, to be successful, small companies must earn the trust of their customers.?
The following are five ways small businesses can earn consumer trust in email marketing.
1. Be transparent about data collection and use.?
One of the biggest concerns consumers have when it comes to email marketing is collecting and using their personal data. To earn consumer trust , small businesses must be transparent about collecting and using personal data. This includes clearly stating what data is being collected, why it is being collected, and how it will be used. For example, a small business that sends out a newsletter should clearly state how the subscriber’s email address will be used, such as for sending the newsletter and promotional offers.?
2. Obtain consent for email marketing.
Consumers are more likely to trust small businesses that obtain their consent before sending out marketing emails. This can include providing an opt-in mechanism, such as a checkbox, that allows customers to opt in to receive marketing emails. Small businesses should also provide an easy way for customers to unsubscribe from marketing emails, such as a link at the bottom.?
3. Use a double opt-in process.?
A double opt-in process helps to ensure that the customer wants to receive marketing emails from the small business. This process involves sending a confirmation email to the customer after they have opted in and requiring them to confirm their subscription before they begin receiving marketing emails. This helps to prevent customers from accidentally signing up for emails and can increase trust in the small business.?