Ever received a marketing call or email and thought, I didn’t sign up for this!? That’s why you’ll find permission to contact (PTC). PTC is explicit permission given by a person to a company to call, email, or message them. The difference between sought-after communication and spam goes straight into the trash folder.
Without PTC, companies open themselves to legal trouble, lost trust, and declining engagement rates. The alternative? Implied consent is a slippery slope where businesses take liberties and assume permission from experience.
Why do consumers need PTC
- 80% of consumers say they’d rather interact with brands that respect their opt-down communication preferences.
- 46% of clients opt out of email due to excessive messaging.
- In GDPR, companies can be penalized up to €20 million for failing to obtain proper consent before contacting users.
- PTC campaigns with explicit PTC experience a 4X greater engagement rate than implied consent-based campaigns.
Building relationships
Trust is not given; it’s earned. When brands ask before they reach out, they’re building relationships, not irritating their audience.
Seth nails a truth every marketer should tattoo on their forehead: when you respect someone’s right to choose whether they hear from you, they’re infinitely more receptive to your message. Brands that prioritize consent don’t just sidestep regulatory headaches – they’re building something far more valuable: a foundation of trust that translates directly into customer loyalty.
What happens when you ignore consent
Vizio, one of the top smart TV manufacturers, was charged in 2017 with collecting and selling user viewing data without obtaining proper consent. According to the Federal Trade Commission (FTC), Vizio’s TVs tracked consumers’ viewing habits and transmitted this information to third parties for targeted ads without users’ knowledge and consent.
As a result, Vizio agreed to settle the charges by paying $2.2 million. The firm was also asked to destroy the illegally collected data, make its data collection and sharing practices transparent, and obtain explicit consent from consumers before collecting or sharing their data.
In 2021, Illumina, a US-based biotech company, acquired cancer detection firm, Grail, without the European Commission’s approval. It was a grave omission. In July 2023, the European Commission fined Illumina €432 million (approximately $476 million), up to 10% of its global annual turnover.
Making people want to say “yes”
Challenge: Brands fear that they will shrink their list by requesting permission. Who cares? A smaller list of interested customers trumps a massive list of uninterested prospects.
Resolution:
- Offer rewards: Offer discounts, special material, or opt-in access.
- Make it simple: One-click, easy opt-in makes compliance more manageable.
- Be honest: Tell them directly what they’re getting themselves into (and no sneaky fine print!).
How to avoid fines
- Always get explicit consent – no funny business.
- Personalize opt-ins – “Would you like to be notified on [specific topic]?” is better than general asks.
- Remain GDPR, CCPA, and TCPA compliant (fines aren’t fun).
- Track engagement and refine your approach.
