Human beings are suspicious creatures. We judge whether anyone we meet is ‘trustworthy’ in a tenth of a second or less. Because the average business professional is now exposed to 4,000 – 10,000 messages a day, the natural reaction to receiving anything expressly selling a product or service is distrust. According to research done by Adobe, 53% of prospects feel that marketing messages are always ‘a bunch of B.S’.
Not only are people wary of sales emails, they are wary of emails altogether. According to Verizon’s 2017 Data Breach Investigations Report, two-thirds of all malware businesses receive is installed via email attachments. This adds an extra level of scrutiny and needs to be considered when you select your B2B subject line strategy.
A Cohn&Wolfe study shows that for the modern consumer the most valued characteristic in a brand is honesty in communicating products and services. Consumers distrust larger corporations and capitalist ventures – just 3% of American, British, Italian, Swedish, Spanish, and French consumers believe “big businesses are very honest and transparent.” In Germany, the number is as low as 1%. With a growing distrust of information in a post-truth era, B2B marketers must work twice as hard to earn credibility with their prospects.