When Is Personal Too Personal?
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?
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.
- 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.
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