A company must earn and keep trust or sales don't happen.Imagine that last Sunday,while you were reading the paper,you saw an ad for a great deal on a digital camera.You'd been considering buying one for a while,and this ad sealed the deal.You went to buy the camera,and the sales person told you they were sold out.They didn't offer you a rain check and instead substituted a different model for a "similar" price.
In this classic case of "bait and switch," and you felt like you'd been had.
After that,do you trust these people?Will you return to buy from them?Were you aggravated at the paper for running a less than honest ad?
In a similar fashion,maintaining a customer's trust through e-newsletters requires honesty,along with a commitment to providing readers with a positive experience.
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