Are you about to ramp up your marketing with a
snap campaign aimed at next week's Click
Frenzy? These kinds of events are an excellent
opportunity to extend your e-marketing reach to
customers who are genuinely interested in your
business. As we've previously said, '
Express consent is best consent', but sometimes
getting this premium type of consent is harder than
Are tick boxes working for you?
Many e-marketers tell us that they try to
obtain express consent by providing a tick box on
their online order forms BUT that they haven't had
much success in getting the big tick.
Put yourself in the shoes of your customers. At
the same that you're asking them to say yes to
e-marketing, you're also requesting a whole lot of
other information for their purchase. It can be
overwhelming-and, as a result, your tick box can be
easily missed or ignored.
And don't be tempted to take a shortcut by
pre-ticking the box—a big no-no. Not only will you
fall foul of the Spam Act, you'll potentially
damage your reputation by sending messages to
people who don't want them.
So maybe it's time to think of other ways of
getting express consent.
Strike while the iron is hot
People like to feel they have a choice.
So, after you launch your Click Frenzy
campaign, contact those who make a purchase to find
out if they want to subscribe to your future
e-marketing campaigns. A follow-up soon after an
initial sale takes advantage of that window when
your customer is still excited about their purchase
and could reasonably expect to hear from
you-something that inferred consent allows. Making
them a special offer might just prompt them to sign
up for your marketing campaigns on an ongoing
Remember, successful e-marketing is all about
reputation. Bad news has always travelled fast—now
it goes viral instantly. To help make sure your
business doesn't become an internet star for the
wrong reasons, focus your marketing on people who
really want to hear from you.