Another reason to think about trust issues

My never-ending search for email marketing insights sent me to Lehigh University and their study of deceptive behavior online.

The link has the details, but MBA students were much more willing to lie (about small amounts of money) when communicating via email than when using pen and paper.

Email seemingly makes people feel less accountable for what they write.

If we take the study at face value (people lie more when using email), what lessons are there for email marketing?

1. Does the transient nature of email lull you into stretching the truth more than you should? Making commitments you won't keep? Neither help build trust: accountability is the New Email Marketing.

2. Does this concept work in reverse? Are people less trusting of email than the same message in direct mail or other media? What can you do to enhance trust in your messages?

3. Is an additional benefit of sending a combined email/direct mail campaign a trust boost for the email?

4. Whether you think the survey is fascinating insight, self-evident or misguided, it's a reminder that trust matters. (Spammers and phishers have already made this an issue for email marketers.)

5. If MBA students are so willing to lie over what were trivial dollar amounts, is it any wonder the financial system is FUBAR? In email marketing, good ethics is a practical and industry must.

Permalink | September 29, 2008 | 0 comment(s)
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