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Higher engagement and higher returns: The benefits of trust in e-mail marketing

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This paper develops the idea that when it comes to legal obligations, marketers can adopt either a ‘marketing-first’ or a ‘legal-first’ mindset, where those that choose the former are more transparent with their customers than those that do only what they must to comply with their legal obligations. The authors relate this to the recent promulgation of the EU General Data Protection Regulation and support their argument using data and examples to show the increased return on investment from taking a marketing-first approach. The paper argues that both the consumer and the business stand to benefit in the long term, and discuss the likely financial impact of a marketing-first approach.
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Keywords: GDPR; consent; permission; privacy; transparency; trust

Document Type: Research Article

Publication date: December 1, 2018

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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