Sunday, 31 August 2008

Privacy, Trust & Convenience

Email marketing is popular from both sides of the marketing conversation - marketers love it for its vastly superior ROI and consumers have consistently indicated a preference for the channel (see the 2008 Channel Preference Survey from ExacTarget). Whilst consumers are generally enthusiastic about the channel, there remains a recognition of the inherent underlying privacy questions. Trust, is one of the keys to effective email marketing (effective in this case being driving conversion), and clear, explicit messaging around privacy can help raise trust and therefore effectiveness. If you are able to establish unquestioned trust with your consumers, they will be delighted to exchange a little data for a little more convenience... This is, after all, the basis for any relationship isn't it...

(This ability to establish trust is even more radically important in the realms of mobile and social network marketing because of the heightened personal nature of those avenues).

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