One
of the benefits of 1:1 marketing is the ability to increase the relevance of
each communication by making the message more personal. By using the
information you already know about the recipient, you can communicate on a more
intimate, 1:1 level.
But
this approach can also be misused. Individuals and businesses are very
protective of their privacy these days, and rightly so. Customers want to know
that their data is not only safe but that the marketers they do business with
won't misuse it.
What
are some first steps you can take to ensure that your customers and prospects
know that you care about their privacy?
- Include
an official privacy statement in your information-gathering materials.
- If
you are collecting data, include a notice of physical and data security
procedures and a promise of confidentiality.
- When
personalizing your marketing messages, don’t disclose overly personal
details (“Hey, Bob! Ready to default on that sky-high mortgage?”).
- Be
transparent. Provide full details about what respondents have to do to
receive any prizes or promotional items.
- Follow
all opt-in regulations, including double opt-ins for email lists and
providing the option to opt-out of future marketing contacts.
- Assure
that respondents’ information will not be sold to third parties.
Privacy
standards, both in print and online, are always evolving. So stay abreast of
the discussion. Talk to your customers to find out any other concerns and
address them. The more you can assure your customers that their personal
information is safe with you and that it will be used appropriately, the more
you will win their trust.
Please give us a call at 440-946-0606
Or visit our website here for more information.
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Please give us a call at 440-946-0606
Or visit our website here for more information.
Share on LinkedIn
