Security logos for more email sales?

This case study from EmailSherpa describes how putting a Hacker Safe security logo in email promotions lifted conversions and order sizes quite remarkably.

There is more to this story.

In an earlier post, we identified trust as one of the key factors underpinning email success. Especially in an online world threatened by phishing, spam and viruses.

Building a trusting relationship between the sender and the recipient of a marketing email does more than affect their decision to open and interact with your email. It also impacts the reader's behavior once they leave your email to visit your offer page etc.

This is where programs like Hacker Safe have a role to play...by enhancing this trust through independent verification that (in this case) you can be trusted to protect the buyer's transaction data.

If you're reading this, you're likely an advanced Internet user. Happy to buy online. Many folk are still wary of online transactions. People need verification that the process is safe.

This is particularly important where your relationship with email subscribers is a young one. You may not yet have had the chance to establish your reputation with them. Ditto if you're not a well-known business or brand.

That's when such seals can give folk independent verification that they're in safe waters with you. It's definitely worth testing to see the impact of such security, privacy and other certification logos on results.

And I do suggest testing, rather than signing up straight away. Because what I've read of website experiences suggests some fantastic result lifts are possible, but some folk don't see any additional response.

Two notes:

1. It's not a pay-your-money-get-a-logo deal here. Hacker Safe requires compliance with various ecommerce security standards. See their website for details.

2. This trust issue is also why email certification from the likes of Goodmail has a positive future I believe.

More on tactics | Tags: email marketing, hacker safe, consumer trust, scanalert, email conversions

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