You want to build trust with your subscribers. You want to nurture your relationship so you can generate more sales.
Fear not. In this article, I’ll share the 9 strategies that you can use to gain trust with your subscribers.
You did everything you could to build up your email list.
Your created sign-up forms, landing pages, pop-ups, slide-ins and what not, all to gain more subscribers; and to have more earnings, right?
You probably did all of this because you heard somebody wiser, some influencer, saying “Money is in the list”.
But, I think you misinterpreted it.
Let me explain this.
Money Is in the List, It’s Not in Building the List
All of your efforts were to gain more subscribers, not to gain the trust of your subscribers. You hustled to get more subscribers, but you didn’t hustle to gain their trust. Your email marketing strategy includes just list building other than that, nothing else.
Now, the consequences of it?
Subscribers will stop opening your email, they’ll stop clicking it. Your unsubscribe rate and bounce rates will keep increasing day by day. Eventually, your sales and your earnings will go down.
Although you will still have gained a some amount of subscribers, but they won’t actually give you benefits. And your list will be more like a DEAD LIST.
Not exactly the situation you wanted, right?
So, the single thing that can save you is TRUST. It’s the trust that your subscriber prefers opening your email over the dozens of email he gets every day. It’s only the trust that’ll increase your earnings.
So let’s build trust with your subscribers and add life to your dead list again…
Set Expectation With Your Welcome Email
Your welcome email is the first interaction with your subscriber.
As well as the first chance and the most important chance. It must be aligned according to your audience needs, so you both can get the most out of it.
She sets the right expectation with her welcome email. Take a look at this one:
Actionable wisdom, inspiration and some pretty darn entertaining videos will magically appear in your inbox each Tuesday, courtesy of our award-winning show MarieTV.
I know you get tons of emails and your time is extremely valuable.
That’s why you’ll only hear from me when we release a new episode, or I’ve got something else important to share.
Also, Maria Popova does things a little different, she set the expectation before even joining his email list. Take a look:
Interestingly, this small tip builds curiosity among your subscribers, which makes them open your email. Not only that, it also shows your transparency that leads to strong trust.
How to implement this tip?
- Add “what to expect” section in your welcome email.
- Tell them how many times you’re going to email them and what all topics it will cover.
- Add a little bit introduction about yourself also.
Use Popular Posts as the Cornerstone
Popular posts are building blocks of any blog.
They drive more traffic and get more shares. They show your expertise, and more importantly — your audience loves them.
Leo Babauta, the founder of zenhabits.net, sends his 4 best posts whenever you subscribe to his blog. He notifies about this sequence in his welcome email.
I normally send 1-3 articles per month, but in next week I’m going to send you four of my favorite articles from the archives.
And from there he gives a taste of his posts. Leo’s blog is read by over million people per month. And undoubtedly these 4 posts shine out. Because:
- They’re super easy to implement.
- They contain no fluff- just to the point.
- They’re highly valuable.
James Clear, the master of habit forming and psychology, uses another approach in building trust. He gives a taste of all the resources in his first 5 emails. Here’s what he has to say:
The first 5 emails you will receive are going to “show you around the place.” I’m going to give you a taste of all the resources available to you on JamesClear.com. We’ll go through my articles, my reading list, my seminars, and more.
No doubt, one can find a great value in his emails; that’s why he has such a big following, plus a healthy email list.
How to implement this tip?
- Pick 3-4 of the most popular posts on your site. Usually, they have most comments and shares.
- If your posts are longer, cut them as much as you can.
- Schedule them using any drip campaign.
Enchant With Extra “Auto Responder” Advice
Who doesn’t like extra advice? Of course everyone does.
Extra advice is a win-win situation both for you and your subscriber. You give them extra advice, that builds trust. And then the next time you pitch any product — they are much more likely to buy it.
Henneke, the founder of Enchanting Marketing, offers a 16-part snackable writing course. Once the course ends, she enchants the subscriber with 3 more snacks.
Here’s what she says about the snackable course in her welcome email:
You’ll receive your first snackable tip in a few moments.
This week you receive your snacks once a day.
After the first week, the schedule slows down a little, because I don’t want you to feel bloated or stressed.
As a special surprise, you’ll receive 3 bonus guides in the coming weeks, too. They may take a little longer to digest than the snackable tips, but they’ll be worth your effort.
You need at least 7 interactions with a customer to pitch them any offer. But, Henneke offers 16 tips. That’s just too good.
Another great example is Pat Flynn, founder of Smart Passive Income. Pat follows a specific pattern in sending emails.
It’s not just me who loves it, so does everyone in his list. That may be the reason he is having such a good open rates.
My open rates are anywhere between 50% and 70%, depending on the subject-line of the email, which is apparently pretty high in this industry, especially for one with over 25,000 people on it.
-by Pat Flynn
The noteworthy point is that Pat never sends more than 2 emails per week. So, he keeps the promise he made with the subscriber in his welcome email.
Sometimes, I may send out mid-week broadcast emails when I have something to tell you that is time sensitive, but I promise I won’t flood your inboxes.
So, here’s a simple way to implement this tip:
- Search for your big idea. It should solve the pain problem of your audience. You can search for it in forums or in comments.
- Start writing your autoresponder series. Start by introduction then go deeper as the course progresses and end it with a strong call-to-action. A call-to-action can be your offer.
- Schedule it in your drip campaign. But, make sure not to send more than 3 emails in any week.
Take It Easy, Have Fun
You’re building a business.
You’re working hard to make your online presence, but that doesn’t mean you have to be too serious. Take it easy it’s just a job that you used to do. You love your work, so why not enjoy it because you’re doing what you wanted to do.
Derek Halpern at Social Triggers enjoys having fun with his audience and communicating with them, here’s a good example of this:
Unlike many others, Derek’s email specialty is they always start with weird subject lines and persuasive as well as emotional stories that lead to strong call-to-action in the end.
Another example, I would like to add is of Peep Laja, founder of ConversionXL. In one of his email, he gave tips on increasing conversion rate:
Here are 3 easy ways to increase your conversion rate:
1) Lower all your prices to $0.01 (or make it free)
2) If you sell multiple products, kill all but the highest converting product
3) Create a new website that no one knows about, send a link to your mom and have her buy something. 1 visit, 1 purchase. 100% conversion rate!
Surely, these tips will give your conversion an instant lift. Won’t they 😉
Share Your Story
Everyone has bad days and good days. Yet we don’t want to share our bad days because it makes us feel embarrassed.
That said, the truth is far away from it. When you share the story of your bad days, your audience connects with it because many of them also are suffering from the same problem.
This builds a very strong connection that doesn’t last just for days or months; it lasts for years. That’s what Noah Kagan does with his emails.
He doesn’t just share his story but also includes some key lessons for you to learn from his mistakes.
Another great example is Bryan Harris, founder of Videofruit. This year when he launched his premium course, 10k subscribers, he included many personal stories (including the one given below) to connect with his audience.
It’s not a surprise that using of personal stories, he earned more than $200k in revenue.
Takeaway: Sharing your stories work because it helps the audience to identify you as a person. Once they identify you they’ll do anything to gain more from your experiences.
Surprise With Valuable Gifts
Surprises are good.
Nobody wants to follow the same daily routine, they need a change. The same is true with email marketing — your subscribers also want a change.
Brian Dean, the founder of backlinko, doesn’t follow any set of rules. Often times, his emails come up with surprises tips, and free eBook also:
I just put together an ebook called “How to Get 25,000 Visitors Per Month”. And you can download it for no charge.
I’m not afraid to say that the ebook turned out GREAT.
As you’ll see, my newly-updated ebook is full of insanely practical tips you can use to grow your traffic today.
Take Jeff Goins as an example. Jeff exactly knows that majority of his audience is just starting out and they are struggling to get more audience. So, he wrote this email which is tremendously valuable to every subscriber.
Last weekend, I did something scary. I challenged myself to start a new blog from scratch and then monetize it in 48 hours.
The goal was to take a passion (I chose coffee), build an audience around it, and then sell them something.
The point is to do everything you can to solve your audience problem; it doesn’t just surprise them but also sets you as an authority.
Talk to Inactive Subscribers
You know after some time your list start losing its quality. It starts getting diluted.
With every subscriber coming in, it becomes more and more difficult for you to manage your list. Indeed, that affects your emails and which gives subscribers chance to leave your list.
By the time you realize, you could have lost most of your subscribers. I like the fresh take of Nathan from Draft. He sends away a simple email to talk to inactive members.
Draft has some fancy schmancy analytics that alert me when a new user hasn’t used Draft much after signup. 🙂
I was emailing to see if it just wasn’t what you were looking for? Or was there a problem I could help with?
- He can win back customers.
- He gets the valuable feedback of customer.
So either way it’s his benefit at the end.
If you can win back any inactive customer, that means you can also win back an unsubscribing customer.
Joanna, from Copyhackers, does the same. After you unsubscribe from Copyhackers you get unsubscription confirmed email. In the email, she asks generously for you to get on the board again.
Was this a mistake? Did you forward one of our emails to a friend, and they clicked the unsubscribe link not realizing they were in fact unsubscribing you from this list? If this was a mistake, you can re-subscribe at:
She wasn’t begging either. She was just asking if it was a mistake you can subscribe again.
Food for thought, right?
So, get feedback of unsubscribers, they are the only one who can give you insights of your email list.
Here’re some of the suggestions for you:
- Add a custom unsubscribe page.
- Also, ask for feedback. Probably their issue is with your list or any email.
Show You Care
You care about your subscriber and your subscriber cares about you.
It’s dead simple, but caring doesn’t always means sending them emails, offers, eBooks or any other sort of thing.
Instead, it means helping your subscribers in whatever way you can, just like Copyblogger takes care of you.
Sonia Simone, from Copyblogger, sends out this email to ensure the subscriber is getting her emails. Here’s what she has to say about it:
I just wanted to make sure you’re getting the MyCopyblogger emails you requested. If you haven’t gotten the first two, make sure you check any “spam” or “junk” folders.
It not only benefits the subscriber but also the Copyblogger guys as they’ll be getting higher open, click rates and definitely more revenue.
Takeaway: Care for your subscribers because in the end it’s only your subscribers who’re going to benefit you.
Keep Sending Valuable Emails
It’s a trend.
People create an auto responder series, keep getting in touch with subscribers for the first 1-2 months. Once that ends they stop sending them valuable emails.
Then they just send blog posts and pitch offers.
You’re constantly gaining a lot of experience and your subscriber expects to gain more from your experiences, but you just stop sending valuable emails.
Fortunately, Born fitness is not one of these.
This guy keeps sharing his experiences. He keeps sending valuable emails to subscribers and in the end, he is the one that gets to benefit from these emails.
Also, Jeff Bullas, founder of jeffbullas.com, often sends these valuable emails to the audience. He stays in touch with his subscribers with his broadcast emails.
Yes, I know it’s difficult task. But here’re some tips to help you out:
- Share your mistakes.
- Share your quick wins.
- Share the events you’re going to take part.
- Share the lead magnets you’ve created to fetch more subscribers.
- Share some of your insights and tests.
More clearly share as much as you can with your subscribers. So, it’s very true said
Over to You…
It may sound weird, awkward and could even hurt you, but it’s true:
Nobody is working for anyone. Everyone is working for themselves. They want something in return of their efforts. This case is true for you and your subscribers also.
In the end it’s you who is going to benefit from your subscribers — you’re the one who will get more revenue and more earnings. So you see, gaining trust is actually for your benefit, not for your subscribers.
So, apply these tips.
Also, I want to hear back from you, How you’re gaining the trust of the subscriber? Do you follow any autoresponder sequence?
Let me know your answers in the comments section below.