You Don’t Click What You Don’t Trust

Trust is the foundation of any healthy relationship and email is no exception. When a subscriber decides to opt-in to an email program, they are initiating a relationship with that brand. Though the subscriber makes the first move, it’s the brand’s responsibility to lay the foundation for a long and meaningful email relationship. By keeping subscriber trust in mind, marketers are more likely to drive increased engagement and contribute to greater lifetime value from subscribers.

There are two intertwined concepts that relate to subscriber trust: security and confidence.

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