Brands may be feeling desperate about the privacy issue. How can they explain their policies to consumers without scaring them away?
Here is an answer: Email privacy digests, judging by Privacy by design: the benefits of putting people in control, a new study from Google and Ipsos.
Consumers feel increased control when companies observe these practices:
This is based on a previous study that said privacy messaging must observe the 3M’s:
Combining practices also has a cumulative effect, producing positive feelings of control:
Overall, the study found that providing a positive privacy experience can boost share of brand preference by 43%. What’s more, 43% of shoppers say they will switch to a second-choice brand if it has given them a positive privacy experience.
The study may be limited for some readers in that it only covers Europe. Google and Ipsos surveyed 10,000 consumers, spread equally among the UK, Germany, France, The Netherlands and Sweden, this summer.
European consumers may have a different view of the privacy issue because of GDPR. That said, the study points to an idea that could well benefit brands in the U.S.: email privacy digests.
Just what should an email digest say? The study offers this example of a “memorable” email:
"Your data belongs to you — always. That’s why we wanted to reach out with a reminder of what you’ve agreed to share so we can optimize your online experience.
"You signed up to your [BRAND] around on [DATE]. When you did so, you allowed us to keep track of the following:
"Your browsing preferences (how you like items sorted, items you put in your cart but don’t purchase, etc.)
Meanwhile, the study found that employing the Three Ms together produces these benefits:
And the results are consistent among different verticals: