Psychology of Email Credibility | Campaign Monitor

September 24, 2024

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Campaign Monitor by Marigold – September 23, 2024

Compared to other advertising mediums, email offers unique advantages and enables greater user engagement. It benefits from a unique placement in the digital ecosystem, offers the ability to include all types of content, and theoretically has no length restrictions. It offers unparalleled personalization opportunities and serves as one of the best means of telling brand stories. But Rome wasn't built in a day, and neither were successful email campaigns. What's the starting psychology behind some of the best, ongoing email nurturing processes?

Understanding and respecting your users' true intentions sounds like a cliché, but it is the cornerstone of your future email marketing success. First of all, it means:

Build trust and credibility
Commitment, consequence
Frequency selection
Principles of reciprocity

But what about personalization, social proof, attention-grabbing headlines, FOMO and lead-bait, you ask? These are all important things too, but fall more into the category of “sizzle” than “steak.” Ultimately, nurturing prospects is what converts them into paying customers.

So what builds trust and credibility? Generally speaking, wisdom and patience expressed in written context. In other words, create valuable content that stands on its own without devolving into ambitious sales pitches. Giving more than you take fosters a sense of loyalty and ultimately helps us close with reciprocity.

An office worker reflects on his life, which revolves around emails

Malcolm Gladwell and I agree that commitment and consistency are key to pretty much anything, not just email marketing. Building trust takes time, as does achieving the highest quality. While every email you send should convey value, over time it all comes down to your ability to succinctly convey crisp insights with a deft flair. Use your newsletter to continually hone your communication skills and build a better connection with your audience.

All outgoing communications should have a consistent look and feel. Campaign Monitor's template builder offers thematic templates as well as a branded template builder. The branded template wizard scans your website for logos and color combinations, then dynamically creates designs associated with your brand that you can use to send emails immediately.

Choosing frequency means you're giving your users a chance to tell you how much they appreciate hearing from you. Even our best friends have limits, and for email content providers, the bar is much lower. When users sign up for your newsletter, let them set their preferences up front. Knowing your users' interests up front can help you prevent churn and find new ways to engage them.

People think about the persuasive power of emails

Finally, let's focus on reciprocity. Every commercial email is written in the hopes of generating revenue, but some emails are better at disguising intent. Companies can and should capitalize on their well-earned reputation, as long as they remember to earn it first! Reward your users with valuable information, then tailor discounts or traffic to their subscriber profiles. Users will feel compelled to engage and do business if they feel your brand has given them something of value. Once a newsletter relationship is established, we can start to employ more naked marketing tactics and signal where we expect an exchange of value.

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