Validating test methods

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Email marketing list growth is getting harder with GDPR consent and new e Privacy regulation.But all is not lost, research points the way to getting the best of all worlds.At first sight the answer is to change the sense of the box, meaning that the box is not pre-ticked, and use the sentiment “tick if you wish to receive marketing” – albeit with copy writing to provide a clear benefit and make it persuasive.Here’s an opt-in example of this approach from Jimmy Choo What will happen to email list growth if silent opt-in becomes a silent opt-out?Don’t provide a single tick box, provide both a yes and no choice, with neither pre-checked.Johnson’s study also considered exactly this option with the results below.

Persuasive copy is a good start to maximising opt-in under GDPR, but it won’t be enough to reverse the fortunes of list growth. Because people tend to accept defaults as a recommendation, effectively choosing not to choose, then switching to boxes that need to be ticked will radically reduce list growth.When people make an the outcome is authentically theirs.Remember that commitment and Consistency are one of Cialdini’s six principles.One of the best sources of email addresses for both quality and quantity is to capture marketing permission from customers during online checkout.Or similar processes such as setting up an account, during quote forms and requests for information.

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