Pridemore concurs: “Tell them what you will and won’t do with their information, and give them control. Let them change the flow of communications or stop it altogether. This goes a long way toward building trust.”
Consumers have spoken, and the cost of ignoring them is clear. “Legislation is really backing direct marketers into a corner,” says Neal. “It’s going to take a shot over the bow and more legislation for marketers to accept that the balance of power has shifted to consumers,” he adds, while emphasizing that the real advantage will go to those companies with the foresight to embrace permission now.
Ellis agrees: “Marketers will adopt permission because legislation will require them to do so, but they will embrace it because it allows them to become more efficient.”