According to a survey from consultancy Data Lateral, consumers may not hate ‘junk mail’ as much as they claim. They are prepared to invite companies through their letterboxes or inboxes as long as they can sense a reward.
The company claims that nearly one in five (18%) consumers would provide personal information to marketers in return for an incentive. Furthermore, one in five (19%) of those willing to share their personal details for cash or vouchers would do so for less than £10.
For those prepared to trade their details for incentives, hard cash or vouchers are apparently just the ticket for a massive 94%. For 39%, being treated like a VIP with special treatment is the key, and for 28%, it’s early access to new products and services that counts.
However, even the best incentives and communication channels won’t work if you’re the ‘wrong’ type of organisation, as consumers share identity details with certain marketers more than others. Of those happy to be incentivised, nearly nine in ten (89%) would divulge personal information to a bank or building society, more than half (55%) would share their details with a high street retailer and 48% with a supermarket. Just one in five (23%) would open up to a travel agent, restaurant or other local service provider, and only 15% to a local shop or store.
Do you agree with this? Or is this wishful thinking for marketers?
