Opt-in advertising isn’t exactly a new concept. In many industries it has become so standard that it’s not often mentioned, simply running along in the background, quietly supplying quality leads. Targeting and delivery capabilities have evolved with technology, but opt-in advertising has continued to be the standard in lead generation. And it’s a workhorse that delivers powerful results. But now more than ever it can and should be an integral part of your lead generation strategy. Here are three reasons opt-in advertising matters now more than ever.
Opt-In Advertising Follows Privacy Regulations
Tighter data privacy regulations are becoming the norm, from the European Union to California. And while the exact requirements vary by country, they all center around explicit consent to market to people. What does that mean, exactly? It means that you need verifiable, trackable proof that someone opted into your list for marketing purposes. A single purchase does not equal marketing consent, unless you explicitly asked to email about future promotions unrelated to that original purchase. You want to make sure they have access to review your privacy and security policies. And forget putting the “fine print” in a tiny font next to a checkbox that defaults to the opt-in position.
Opt-in advertising accounts for all of this, making it clear at every step in the process just what the user is signing up for. And to be extra sure, you can utilize double opt-in to verify email sign ups and provide backup that yes, they opted into your database.
Opt-In Advertising Provides First-Party Data
Data privacy regulations include strict guidelines on the utilization of third-party data. Data that was previously available for purchase or rent is not readily available. And even if it was, that data would not have an auditable trail of consent, making it unusable within current data privacy restrictions. First party data, however, is well within the acceptable use parameters of these regulations. (Provided you have proof of consent, of course.) Opt-in advertising provides a number of ways to secure valuable first-party data through fully compliant and trackable means.
Opt-In Advertising Utilizes A Trusted Email Source
Data breaches and misuse of information have made people distrust social media. Banner ads have become all too easy to tune out. And video ads count down the seconds until you can skip to real content. But email? Email is still a trusted source of information, a safe space that users have control over. They can adjust their subscription preferences, and while ads can creep in, the majority of their email experience is curated by them. Opt-in advertising enables you to reach leads on their terms, and in a more thoughtful way than a quick social scroll or a squished banner ad. The email inbox is a invite-only, and opt-in advertising is your ticket to entry.
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