There is an indispensable element for a brand to obtain many more sales each time: the trust of its customers. This is what dominates in big brands that have invested a lot in creating that relationship, like Apple for example. However, it is not necessary to have a structure like theirs to achieve this, with a good use of email marketing will be more than enough.
Staying in the minds of customers is one of the most favourable strategies to sell more. It is necessary to get out of the passivity of a website, and start to make your way as an active marketer through email. And all of this can be achieved easier than you think with a good email marketing software.
There are hundreds of options on the market that even have free starter accounts available with the possibility to send up to 80 thousand emails per month and have a list with a maximum of 20 thousand subscribers. They also add free copywriting templates with which you can create effective sales funnels by customising the templates, even if you have never done anything like this before.
To achieve this, it is important to search carefully and compare the different options in order to choose the one that offers the most benefits to new users. In the end, the idea is to familiarise yourself with this communication strategy and, from there, to start to develop your own path by adjusting to the results you obtain.
Building a trusting relationship with potential customers via email is not far removed from what is done when establishing personal relationships with friends and family. The main thing is to have one or more focal points where you have similar ideas. In other words, you share similar thoughts on a certain topic.
So, the path begins by getting to know the ideal customer very well and assessing what he or she expects to get from the brand. This makes it easier to focus in each communication on that accumulation of similar ideas and exploit them to create a link with our product. An email should speak to the customer’s mind and ensure that in each line he or she is referring to thoughts such as: “that’s true”, “that’s just what I was thinking”, “that’s what I’m feeling at the moment”.
Following this scheme helps the potential customer feel important, taken into account, and that is a sure way to get them to buy. We are more motivated by what matters to us, but also when someone makes us feel important.
Guesswork kills relationships, both on a personal level and through email marketing. That’s why it’s so important that any actions you take are statistically backed up to help ensure it’s the right move.
For example, you can’t be sure that a certain person (or several people) will be interested if the brand introduces a new product that is completely unrelated to what they do and what they are known for. Let’s say an eco-clothing brand that, out of the blue, sends out mailings promoting car oils to its eco-friendly customers.
The brand may assume that its users have a car and will love this new category, but the reality is that they signed up for organic clothing, so it is necessary to assess whether it is worth incorporating this type of product that is so far removed from what the potential customer is looking for.
It is essential to avoid actions that may damage the relationship and cause users to unsubscribe from the list. Although this is something that will happen more or less frequently, it is usually a very low number of people and does not always happen.
This can be summed up in one sentence: make life easy for them. People are currently subjected to a huge amount of information, which is being thrown at them day by day, minute by minute and second by second. This means allowing them to make purchasing decisions as easily as possible without having to overthink.
In this respect, the establishment of trust is summarised by the following actions:
- Ordering a product. Having an up-to-date and very specific inventory, with product sheets or service pages that explain very well the benefits of buying our product, the methodology followed by the company and the answer to frequently asked questions is fundamental.
- Payment methods. Having secure and varied payment channels is key. It is people’s money that is at stake, and breaking through that barrier the first time is very difficult. That’s why it’s so important to make it easy and prove that they won’t be scammed.
- Shipping policy or delivery method. The use of a shipping policy that is fast and efficient is essential. People should be told how long it will take to receive their purchase at home. In the case of a service, it is important to tell them what the next steps are, send them a work schedule, have a control channel such as Slack or Trello, etc.
- Guarantees or refund policies. This is another fundamental aspect that helps a lot to increase confidence. If we know that we have the possibility of making the payment without risk, it is more than likely that they will be encouraged to buy when they see a product or service that is of interest.
Not all emails sent should include these aspects to avoid being repetitive. What is important is to place them in strategic mailings that help to increase trust, either with simple links or emails dedicated to answering frequently asked questions, for example.
Sending regular mailings is very important to be always present. However, it is important to evaluate the response of your subscribers to avoid saturating them or leaving too much time without saying anything to them. The recommendation is to send a minimum of one email per week and a maximum of one email per day.