When sending emails to your current and potential customers, it’s vital to remember that, sometimes you need to ease off on the urge to sell your products or services within your next email campaign. What’s more important is that you build trust with your audience by respecting your readers, offering insightful tips and advice and sharing information with your audience that will benefit them.

Listed below are 3 examples of emails that will help to build trust:

  1. Your welcome email

This is your first opportunity to interact with your new subscriber, so it’s essential that you make a positive first impression. Keep it short and friendly, welcoming them to your email club and thanking them for signing up. Use this opportunity to welcome them to your business. Tell them how often they can expect to hear from you and what sort of information they will be reading about in your email content so that they know what to expect from you, and how often, from the offset.

  1. Newsletters

Every time you send out an email newsletter, you are educating your audience about your business and building their trust in your brand. This is your chance to engage with your audience and appeal to their interests – not promote your products or services. Educate your audience about any new discoveries, recent changes to your brand, a new employee or an upcoming event.

There are so many things to talk about in your next newsletter, but it’s important to send them out on a regular basis (i.e. once per week, once per month or twice yearly) so that your readers come to expect them and anticipate them. Doing this builds trust between you and your audience, thus cementing their loyalty to your brand.


  1. Freebie emails

If your business is giving something away, don’t just focus on social media to promote the giveaway. Craft a ‘freebie email’ to inform your audience about the latest giveaway, whether it’s a 10% discount, a free consultation for your services or free tickets to an event.

Many businesses offer in-store loyalty schemes for their most loyal customers – be sure to promote these within your email campaigns as this is one of the easiest ways to encourage people back to your business, over and over again.

Giveaways or loyalty schemes show that you care about your customers and want them to be happy. This is a far more effective strategy than simply sending out an email to promote your latest products or services.

What email marketing campaigns are you sending out to build trust between your brand and your audience?