Permission is a privilege, not a right - Amaze One

Permission is a privilege, not a right

By June 15, 2017 GDPR No Comments

6 pointers optimising constent levels post GDPR

Marketers have been talking about the power of the customer for some time now, but the imposition of positive opt-ins as a condition for CRM puts control into the hands of customers as never before.

The challenge now is not simply to sell our brand or product, but to sell the means of communicating directly with the customer at all: GDPR means that direct communication is no longer a right but a privilege.

While many businesses are rightly and correctly focussing on the issues of compliance around GDPR, the issue of optimising opt ins is arguably more complex and crucial. The old model of high volumes of messages out with the expectation of relatively low proportion of responses in, now faces a paradigm shift with potentially huge implications on businesses’ revenues.

While awareness about their new rights under GDPR is still relatively low, media coverage of consumer data breaches will inevitably continue to engender concern over privacy and harden attitudes to data sharing.

And as levels of spam email continues to rise, customers are finding it easy to apply ever more aggressive filtering methods on their inboxes.

In such an environment customers will become ever more ruthless in choosing which brands they want to engage with. Here’s how you can give your brand the best possible chance of being on that list

  • Understand what value your customer is getting from each of your communications
  • Develop a Consent Value Proposition to focus minds on delivering a positive value exchange in your comms programme before you begin to think about asking for opt ins
  • Consider how you can communicate that value at key points in the customer journey:
    • In the lead up to asking for consent
    • At the point of requesting opt in
    • Throughout your ongoing communications
  • Understand what an engaged customer is worth to your business to help develop new financial models post GDPR
  • Deliver greater transparency and control to customers through the presentation of intelligent preference options
  • Get creative – people don’t generally get excited about small print, so your creative approach is crucial to break through that apathy

These are unchartered waters for everyone, but brands who embrace the challenge and the opportunity now will be in the best position possible to develop their future CRM strategies based on relationships with genuinely engaged customers.


Julie Neilson
Senior Planner