It may be time for brands to get back to basics in their email marketing. Above all, they should stop thinking that influencers can help them build trust, judging by a new study from Bluecore, conducted by Dynata.
Overall, 41% of consumers would be motivated to trust a brand by a successful purchase experience.
In addition, 22% would be swayed by good customer service and 22% by time spent using the product and having it meet expectations.
In contrast, only 10% would be persuaded by recommendations from friends or family, and a mere 6% by trusted influencers or celebrities. So don’t waste time on the latter in emails.
Millennials would be favorably affected by a successful customer service episode — 29% say so, along with 24% of Gen Zers, 20% of Gen Xers and 18% of boomers.
Willingness to trust a brand also depends on these factors, which are traditionally featured in emails:
What causes consumers to lose trust in a brand? The turnoffs include:
But it depends on age. Of the consumers polled, 40% of boomers would lose trust in a brand after a poor product or customer service experiences, versus 26% of Gen Xers, 24% of millennials and 21% of the Gen Z cohort.
Dynata surveyed 522 U.S. consumers in a two-week period in first-quarter 2021.