Friday, January 21, 2005

Research Reveals Consumer Attitudes Towards Permission and Privacy

The Ponemon Institue released their 2005 Online Consumer Permissions Study. Here are some interesting facts from that research.
  • According to the study, most consumers (92%) wouldn’t mind being contacted by an online merchant – even after they’ve specifically opted out of the merchant’s marketing program. Consumers are overwhelmingly accepting of marketing messages that are relevant to their interests, and are looking for marketers to use their data intelligently to increase relevancy.
  • Understanding customer interests is a far better way for marketers to demonstrate that they value a customer’s business than simply sending personalized messages.
  • 84% of respondents indicated that having direct control over the types and frequency of Internet ads sent by online merchants would be preferred.
  • Over 56% indicated that the ability to exercise control is a way for Web merchants to demonstrate that they value the customer’s business.
  • Customers worry less about their privacy when they feel there’s a value exchanged. Consumers are generally more willing to share their data if they believe that a marketer will use that data to directly benefit them. If they are certain that a marketer can be trusted to handle their data with care, and to use the data to benefit them in some way, consumers will be much more willing to share that data.

As you can see relevancy is the key. Customers don’t mind if you stick something in front of them that is relevant to them right then. They would even give you more personal data if they thought that the company could send them more relevant messages.

eINFO – a collection of articles and studies about email marketing.

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