The content of your emails plays an immensely important role in gaining trust from your subscribers. Although the quality of the information you send out is still the most important element in building trust through your content, there are a lot of other factors to consider. Listed below are the most important ones. 

1.Give more than what you’re asking for.

 Every email marketer knows the importance of providing relevant and engaging content in order to gain traffic and money in return. Although subscribers recognize that email marketing is meant to be an exchange (they get useful information only if they provide their data and perform certain actions, including making a purchase), many of them still focus on the idea that you’re only helping them out because you’re after their money. To counter this perception, you need to be ready to provide value without expectations of any return from your subscribers. Offering freebies often work but there are other things you can do. Providing timely information related to your niche but without direct benefit to you may work best, especially if you don’t publish any obvious call to action. Subscribers who receive such content from you on a regular basis are more likely to trust you and become loyal to your online business than if you simply sent them content produced specifically to prompt them to make a purchase. 

2. Always keep your promises.

There are two types of promises you make as a business owner. The first is a promise brought about by your brand. Your brand has a certain reputation that serves as a promise. No matter what your brand is, there are things that people expect from you. These expectations are something you must meet through your content. For example, if your brand is known to have a fun-loving and edgy personality, the content of your emails should reflect that.

The other type of promise you make is what exactly you state in your registration process as well as your welcome emails. In these materials, you need to state certain things that people can expect to receive when subscribed to your mailing list. These include the type of content you will be sending as well as how often you will be sending them. These are things that your subscribers will consider as promises, so you should always be true to what you say.

As long as you match the expectations you’ve set in your subscribers’ minds, you will be able to keep their trust and loyalty.

3. Proofread your emails.

The content of your emails should be perfect before sending them out to your mailing list as one typographical error can have serious consequences. Spelling and grammar mistakes can breed distrust as your subscribers may tend to think of you as unprofessional or an unreliable source of information while mistakes in flow or form can keep you from communicating clearly.

To make sure that your emails prove that you are worthy of your subscribers’ trust, you must proofread and edit them until you are completely satisfied with your work. It also helps to get a fresh eye to go through them for further improvement.

4. Communicate like a human being.

 In email marketing, you need to communicate with your subscribers in a way that doesn’t intimidate them. To do this, compose your messages in a tone similar to how you speak in casual conversations and avoid using corporate jargon and marketing buzz words. Doing this will allow you to make your subscribers feel that they can relate with you and that they can trust what you have to say.

Another very important factor in building trust through your content is to avoid using templates that come with your email marketing tools. Compose your own welcome messages as well as auto-responses and customize them to suit the personality of your business. Doing this will further help you in gaining trust from your subscribers.

Implementing a successful email marketing campaign does not just entail sending out information in exchange for click-throughs or money. Much of your success lies in how you gain trust through your content.

Follow the tips listed above and you can be sure that you can gain the trust of your subscribers as well as keep them loyal to your business.

Have some more tips you’d like to share?  Having challenges with your email marketing campaigns.  Share them by leaving a comment below and we’ll be glad to open up a discussion to help you resolve them and move forward.

Jeannine Grich, owner of Accurate Business Services, a VA practice, is an author, writer, speaker and VA Business Coach, specializing in providing professional business coaching to established and start-up virtual assistants (VA’s).  Visit:; or contact her at: