Content, Frequency and Value. 
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You’ve got to meet the expectations of your opt-in subscribers in every email you send. Delivering on what you promised, every time you hit the send button, builds trust. And that’s what gets your email into the inbox, opened and read.
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• During the opt-in process, set subscriber’s expectations regarding content, and frequency of contact – and honor those commitments.
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• Be sure to provide value with relevant messages and offers.
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• Be truthful and keep your word. If you say you’ll deliver a weekly newsletter, deliver it weekly. If you say you’ll deliver an ebook or report when the recipient fills out a form, make sure it’s delivered.
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Delivering on simple preferences and agreements like these shows you can deliver on greater promises, like product or service features and benefits.
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That way, when it’s time to make a buying decision, you’re automatically in the running.
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Have you ever bought a product because the vendor established credibility with you via email? Do tell… comment below.