6 Ways to Gain Consumer Confidence With Permission-Based E-Marketing Campaigns

4. Promise and then deliver.
In your sign-up form, describe what your customers will receive. Be specific! With vague promises of “news and special offers,” it’s up to each customer to decide what the e-mail announcements will or won’t include. By not setting clear expectations or meeting those that are set, marketers inadvertently cause people to delete their messages, unsubscribe from their lists and/or tag their mail as spam, the whitepaper says.