Seventy-nine percent of Americans are troubled by companies’ usage of their personal data. In fact, 62% of Americans are so cynical about the state of data privacy in this country that they consider it impossible to move through everyday life without having their data collected and used.
3 Strategies to Earn Consumer Trust in Email Marketing
People prefer a personalized message — but are also skeptical of how companies use their data. Here’s how to thread the needle.
November 03, 2022
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Summary.
Research shows that most Americans are troubled by companies’ usage of their personal data. Perhaps paradoxically, however, consumers also prefer personalized marketing — which requires data. The author suggests three strategies for brands to use in email marketing to personalize messaging while earning and maintaining consumer trust: 1) Make your privacy and opt-in policies clear, 2) Optimize for humans, and 3) Create, test, learn, repeat.
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HBR Learning
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.