5 Emails You Should Send to Boost Subscribers' Trust in You

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Marketing can be tough. But whether you’re attempting to drive traffic to your site or struggling to convert viewers, you should be focusing on email marketing - especially if your goal is driving sales.


People on your subscriber list are likely high in your sales funnel. But, as with any purchasing decision, you’ll have to build trust before turning them into customers. 

Sending the right emails can help you do this, and it's easier than you think.

Why is Email Marketing Great at Making Sales?

Email marketing is the process of sending targeted emails to people who’ve opted-in to hear from you.

It works well because you can nurture your subscribers - with a touch point, a helpful tip, an offer, etc. Down the line, you can direct them towards a purchase. On average, this nurturing leads to 47% larger purchases.

In fact, email marketing one of the highest ROIs of any channel.

How Email ROI Compares to Other Marketing Channels


But you won't get results by just firing an email to everyone you’ve ever encountered online. That could be spammy – and potentially illegal under new GDPR laws. Besides, the average person already gets about 90 emails per day.

If you're going to build trust and turn subscribers into customers, you've got to stand out.

5 Emails that Build Trust and Generate a Great ROI

Trust is the most important factor in buying decisions. People want to know they're going to have a good experience before they work with you.

So how do you get people to trust you? By sending emails like these.

1. Welcome Email

Welcome emails are short, to-the-point messages that are sent automatically – usually a few minutes after someone subscribes to your list.

The aim of these can vary, but the main goal is to prevent people from forgetting about you.

Let’s face it. How many times have you opted into a brand’s email list, and not gotten anything for six months? By then you've forgotten all about them!

You don’t want this to happen to your subscribers, so send a welcome email.

Welcome emails should include the basics of your business, or at least the purpose of the list they've subscribed to. New subscribers often know the least about you, and you want to set the right expectations up front.

Think of welcome emails like a top-level introduction to your business, products, or services. You could include:

  • Frequently asked questions
  • The story behind your brand
  • Links to popular content on your blog
  • Details for the store nearest to that subscriber
  • Discount codes or free shipping as an incentive to buy

Here’s a great example of how Michaels offers a 20% discount code to new subscribers through a welcome email.

Michaels Welcome Email Example with Discount Code

Impressive, right?

Not only does this discount code keep new subscribers happy (hello saved money!), but it catches the subscriber when they’re most impressionable - right after they've subscribed.

Welcome emails earn 320% more revenue per email than other promotional emails. Whether you’re offering free shipping or simply redirecting subscribers to your popular products, you want them to think, “I might as well try these guys while I'm thinking about them”.

Next, you need to keep subscribers from losing their excitement for your brand.

2. Answers to Pain Points

Pain points are things your customers need to overcome before they work with you. It could be price, schedule, realizing they have a problem, or any number of issues.

You can build trust by answering these pain points. Identify the most common issues that are preventing purchases (by surveying previous customers), and solve them for your subscribers.

Here’s an example:

  • Pain point: It’s expensive to purchase jewelry from the U.S. and ship it to the U.K. (This is a real problem – believe me.)

If I were the U.S. store, I’d say this to my U.K. subscribers:

  • Solution: Did you know that we offer the cheapest U.S. to U.K delivery out of every Etsy store? Plus, we know you want to receive your jewelry fast – so we’ll post your parcel within five hours.

Notice how compelling that sounds, and how it gently answers my pain points. I’m much more likely to purchase from a store that offers me this solution, rather than leaving me to solve it on my own. I trust them now, so I'll buy from them.

That's one case. What prevents most people from buying? Take a look at common reasons for shopping cart abandonment.

Reasons People Abandon Shopping Carts

Let’s treat these as generalized pain points and see how other brands are using them to make more sales through email.

Uncommon Goods uses free delivery as an incentive to get people to buy – overcoming a pain point of slow delivery and unexpectedly high delivery costs.

Uncommon Goods Email Marketing Example

PayPal exploits the “long and confusing checkout process” pain point by listing the 3-step process their subscribers need to do.

PayPayl Email Marketing Example

What pain points do your subscribers have? Address those in your emails, and you'll turn more of them into customers.

3. Customer Testimonials

Another fantastic way to boost your email subscribers' trust in your brand (and eventually make sales) is to be loud and proud with your customer testimonials.

88% of people trust online reviews written by other consumers as much as they trust recommendations from their own family and friends.

And, because trust is so critical to purchasing decisions, it explains why customer testimonials have the highest effectiveness rating for content marketing at 89%.

But before rushing to fill your newsletters with reviews, you have to ask for them.

You can ask for testimonials by reaching out to past customers via email, text, or any other way you might communicate with them. For more details, view our guide to getting more online reviews.

Testimonials can also be collected from social media. Have you been tagged in a Facebook post where a customer recommended you to their friend? Maybe you’ve searched for your brand name on Twitter and spotted repeat customers raving about you.

Whatever they’re saying – so long as it’s good feedback – add it to an email.

Melyssa Griffin, an online course creator for blogging entrepreneurs, uses customer testimonials in her launch emails. Just take a look at this one:

Melyssa Griffin Email Testimonials Example

You want to replicate Kay’s success and make $6,000, right? Now you're more likely to take her course.

Here’s another example for a service-based business. Parkway include a customer testimonial to show how amazing their medical care is:

Parkway Email Testimonial Example

They also answer a pain point – feeling like you wouldn’t get enough attention for your healthcare issues, should you choose to visit one of their doctors. After emails like these, customers feel like they can trust you.

4. Exclusive Value or Content

In the marketing world, we’re always told that “content is king”. It's true, but you might now want to give content away so easily.

When I say easily, I mean openly and freely available on your blog.

Many businesses fall into the trap of only publishing content that the world can see – like this blog post you’re reading, right now.

However, holding some of that content back has it's benefits, mainly exclusivity.

That’s because exclusivity is a marketing psychology tactic that you can use to get subscribers. It relates closely to the fear of missing out (#FOMO) – if people see their friends are getting better value, advice and tips through your newsletter, they’ll want to sign up, too.

Don’t believe me? Consider this. Free content (such as articles, white papers, webinars or eBooks) is downloaded 50 times more often.

These people could all become loyal email subscribers (and customers), if you’re delivering exclusive content through that channel.

Exclusive content doesn’t have to take tons of brainpower. These simple options work great:

  • A mini blog post
  • A free eBook
  • A 15-minute webinar on a popular topic

Jo, from Copy Hackers, is a prime example of how exclusive content can build trust with email subscribers. She sends free copywriting tips for subscribers of her list:

Copy Hackers Email Example

Getting this delivered to your inbox is a delight. Since she’s a successful copywriter, her audience (including me) is grateful for her sending these freebies.

I also use this tactic on my own website. I’ve built a weekly newsletter (known as #FreelanceFridays), where subscribers receive exclusive – and free – freelancing tips, every Friday.

Here’s one edition:

Freelance Fridays Email Example

Since providing this consistent, free, and exclusive content, my email list has surged.

People build a relationship with me and know I’m not just interested in getting them to hand over their cash – they know I want to help.

Other service-based businesses use this tactic and see similar high-trust relationships by doing the same. And, it doesn’t take long – I can knock my newsletter out in less than an hour each week!

5. Behind-the-Scenes

The final thing you can send to boost the trust your email subscribers have is behind-the-scenes content. This is pretty self-explanatory. You show what it’s like to work at your company, without glamorizing it.

This type of content is great because it feels so authentic.

Are you more likely to buy from a company you have in-depth knowledge and a connection with, or one that you don’t?

I'd choose the first, and I'm sure you would, too, because 63% of customers would buy from an authentic brand.

Proving that your business is authentic allows people to get to know you, and builds those important trust factors you need before generating a sale.

You could share:

  • Photos from your team-building day
  • Videos that allow subscribers to get to know each member of staff (or just yourself!)
  • Mini write-ups on the success of a product launch

Here’s a fantastic example of how Carrie Green, founder of the Female Entrepreneur Association, tells a behind-the-scenes story in her email:

Female Entrepreneurs Association Email

Since she sells products to help female entrepreneurs start their own businesses, this story relates to them – and builds trust.

Final Thoughts on the ROI of Email Marketing

It’s time to get started! Remember that honesty is key, and mixing-up your content gives the best results. If you can fit several of these types of emails into your marketing and newsletters, you'll be better off.

You’ll soon build strong, trusting relationships with your subscribers – remove any barriers from them working with you.

Related: 15 Unique Conversation Starters to Drive Customer Communications