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.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

man searching
Internet Marketing Articles

Can you find what you are looking for?

If you want to increase your sales, your business needs to make it easy to find everything. That means reviewing how your web search works. It suggests you might need to reconsider the navigation structure of your website. It might even mean you need to distribute your content away from your site and have it on a variety of different platforms.

Read More »
Empty football stadium with no supporters
Internet Psychology

How well supported are you at work?

Yesterday I was transported back in time. I haven’t discovered time travel. Instead, my mind quickly flipped back to a meeting about three years ago that involved the same group of people. I noticed how

Read More »
Man using digital technology
Internet Psychology

Are you obsessed with digital?

Being obsessed with digital could take you away from old-school technologies that do the job better. Yet, avoiding technological change can cost your business dearly. How can you get the balance right?

Read More »