Can I Trust You?
Who do you trust on the Internet? How do you decide who is or isn’t trustworthy when in most cases, all you initially have to go on is a website?
Your welcome message is key to establishing/furthering your credibility and reputation, but today I want to back up to an even earlier point in your email campaigns:
Before The Opt-In: How Do Visitors Perceive You?
Welcome messages can do a great job of setting expectations and building trust once someone has subscribed — but they’re no good for people who haven’t yet subscribed!
So how do you get people to trust you enough to give you their email address?
There are no doubt many techniques and tips that can help build trust with website visitors, and I want to hear your thoughts and experiences on what those are. But for now, let’s zero in on one trust-building element every email marketer needs to include with their opt-in form:
Typically a link to this policy appears somewhere near the end of the page. But what if people don’t read to the end of your page? They might see your opt-in form, but not see anything about whether/how you protect their privacy… and as a result, they may refuse to sign up.
- What Information About Me Do You Collect? How Do You Do So?
- If I Give You My Email Address, Who (Else) Is Going To Contact Me? (Do You Sell/Rent/Share My Email Address With Anyone?)
- Who Do I Contact With Questions About Your Privacy Practices?
The language that you use there doesn’t necessarily have to sound like a lawyer wrote it (though if you’re working with one, s/he may be able to help you). What matters is that you show visitors that their email addresses are safe with you, that signing up to your list won’t wreak havoc on their inboxes. Do that, and you remove a barrier to opting in.
You also may find it useful to look at the privacy policies of websites you visit to see how they address visitors’ privacy concerns.
How Else Do You Build Trust Before The Opt-In?
What other tactics do you use to get your site visitors to trust you enough to sign up to your email campaign (or to take some other initial action)?