IDEAS home Printed from https://ideas.repec.org/a/aza/jdsmm0/y2018v6i3p211-220.html
   My bibliography  Save this article

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

Author

Listed:
  • Gibson, Richard
  • Hanson, Guy

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.

Suggested Citation

  • Gibson, Richard & Hanson, Guy, 2018. "Higher engagement and higher returns: The benefits of trust in e-mail marketing," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 6(3), pages 211-220, October.
    • Handle: RePEc:aza:jdsmm0:y:2018:v:6:i:3:p:211-220
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/4581/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/4581/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    transparency; trust; permission; consent; GDPR; privacy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jdsmm0:y:2018:v:6:i:3:p:211-220. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.