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

Abstract

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.