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If you had to make a list of some of the most invaluable resources available to you as a marketer, trust would undoubtedly be right at the top.

In the modern era, trust is about so much more than just proving that your product or service does what you say it does. According to one recent study, 81% of people said that trusting a brand is the single most important factor in the purchasing decisions they're making on a regular basis. Not only that, but trust also gives way to another important quality: loyalty. 78% of people who responded to a US-based service said that they're more than willing to advocate on a brand's behalf, provided that they trust said company along the way.

But more often than not, building trust is less the product of any one major move and is more about a series of smaller and far more strategic ones. Even something as (seemingly) simple as giving people the choice to opt-in with your marketing campaign rather than forcing them on it can pay the types of dividends that will last a lifetime.

What is Opt-In in Marketing?

Overall, opt-in marketing is exactly what it sounds like - it's a type of permission marketing where there is some type of formal opt-in process to receive follow-up communications, offers and related messages.

A simple example would be getting people who have visited your website to sign up for your email list. After someone has made a purchase, you likely already have their email and other contact information. But using that to immediately hit them with message after message direct to their inbox would undoubtedly be a mistake. Not only would this be irritating, but it would almost certainly make them regret giving you their contact information in the first place - thus setting back a relationship at a time when you should be focused on moving it forward.

But if you get someone to sign up for your email list of their own free will - even if you have to use a lead magnet like an eBook or white paper in order to do it - suddenly the dynamic of that relationship has changed. You now have people who are actively looking forward to receiving your messages and who can't wait to see what promotion you launch next. They're actually reading the content you're creating for your newsletter and aren't deleting it or letting it get caught in their SPAM filters. Not only does this breed an incredible amount of trust in your customers in a way that makes it easier to turn people into repeat buyers, but it also dramatically improves the return on investment of your efforts at the exact same time.

If you'd like to find out more information about why it's so important to use the "opt-in" technique as another opportunity to build trust with customers, or if you have any additional questions that you'd like to get answers to, please don't hesitate to contact InfoStream today.