How do you build trust with your email subscribers—in a way that encourages them to give you their time and attention, to buy from you, to recommend you, and to feel like part of your community?
I would argue it's consistency, above all else.
Deliver something of value to your audience day in and day out -- in every channel that your prospects and customers are willing to interact with you. IMHO frequency matters less than quality.
Whether it's email, or social, or paid -- consistently serve the interests of those who consume your marketing efforts. Serve the subscriber first.
Deliver value, build trust, win customers.
28% of consumers use Gmail as their email client. Gmail has tabs. Marketers want to avoid those tabs and reach the primary inbox. This piece takes a contrarian point of view -- the promotions tab may not be all that bad after all. It also explores some strategies for proactively engineering tab placement.
Email requires a very particular set of skills. A bespoke template takes 8 to 9 hours to execute across five functional areas: Strategy, copywriting, design, development, and quality assurance. The guide breaks down our email production workflow step by step.
Your team just spent 9 hours executing a newsletter campaign. Don't make the "one and done" mistake. Instead, think about your newsletter sends as staged, multi-day programs that apply learnings from smaller test sends to the remaining subscribers in your audience. In this video, I demonstrate how a Rejoiner client splits their audience into test groups, runs delayed A/B split tests, and resends test winners to non-openers -- using a single intuitive journey.
Watch the video →
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