Trust is a key issue in email marketing

Readers of email messages designed to sell them something are much more likely to buy if the top of the email carries a security logo. This is the conclusion of a study performed by a publishing company.

What they discovered was the fact that if an email contained an isolated security logo at the top of the message sales went up by over 28%. In addition, click through rates were higher as were a whole load of other metrics.

This study clearly demonstrates the fact that buyers need reassuring that you are a bona-fide business. They want to trust you and a security logo helps them establish that psychological confirmation you are “OK”.

However, there’s a problem. You can only include logos in HTML (web page style) emails. Sadly these are the least successful in sales terms since they get blocked by many email systems and Spam checkers. The result is that text-only emails are the most successful in sales terms.

So how do you create trust in a text only email if you can’t show a security logo? I’d suggest having a line at the very top of your email message showing a link to the security verification services. I’d also have reassurances in the text about transaction security. In other words, take every opportunity you can to let your customers and potential clients know that your web site and ordering process is secure. It seems that people want to know this before parting with their cash.


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Graham Jones
Graham Jones is an Internet Psychologist who studies the way people use the online world, in particular how people engage with businesses. He uses this knowledge to help companies improve their online connections to their customers and potential customers and offers consultancy, workshops, masterclasses and webinars. He also speaks regularly at conferences and business events. Graham is an award-winning writer and the author of 32 books, several of which are about various aspects of the Internet. For more information connect with me on Google+
Graham Jones


Graham Jones is an Internet Psychologist, professional speaker and author of 32 books who helps businesses understand the online behaviour of their customers
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