Ever got the “please don’t send me Father’s Day emails”
I get the sentiment behind emails like this, but it feels like doing it in the moment keeps it raw. Ask just after I sign up if there are any sensitive dates, at the same time as asking me if I celebrate Christian or Muslim holidays. (No, I don’t know any website that does that)
Consent, at least under the GDPR, should be obtained in advance, freely given, and without prejudice. So why do you need to email me to ask if I want no emails? Ask me up front if there are any important dates, any birthdays, and include a list of common ones from the Christian, Sikh, Jewish, Muslim, Buddhist and other calendars. Include dates related to my country. Thanksgiving Day is different for the USA and Canada. And there are a lot of Independence Days.
Sure, folks won’t want to fill it in unless they see a benefit, but that’s what consent is. It’s more work up front and ongoing, but in return, you get trust, a much stronger relationship and the person feels more respected. This is a rare phenomenon in consumer data these days.
Consent matters. Informed consent in advance demonstrates commitment.
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