Mastering Your E-Receipt Marketing Strategy
2016 has seen an increase in UK brands offering consumers e-receipts instead of the traditional paper version. This is an extremely useful service for customers who often misplace their receipts. However, when providing an electronic record of a transaction, some retailers believe this meets soft opt-in requirements, meaning brands automatically obtain consent to send marketing emails to these customers.
This isn’t actually the case. According to the Privacy and Electronic Communications Regulations (PECR), brands must tell customers signing up for e-receipts that they are also signing up for direct marketing and provide them with an opportunity to opt-out.
When General Data Protection Regulations (GDPR) is enforced in May 2018, brands will have to enable customers to sign up to e receipts without receiving marketing messages. It is entirely possible two versions of the e-receipt will be required—one with marketing messages for customers who opt-in and one without for those who do not.
Brands must ensure they explicitly ask for their customers’ agreement to receive marketing messages when they are given an e-receipt—the two must be distinctly different. Failing to do this could have a negative impact on customer engagement further down the line. If customers start receiving emails from brands without understanding how or why they obtained their email address (and according to a recent DMA report 85 percent of consumers sometimes wonder how brands got their email addresses), it’s likely they will mark their emails as spam or delete their unread messages.
For more information, check out a previous article I wrote for the DMA. In it, I consider the legal requirements for sending e-receipts, top 10 best practices, and a load of great visual examples from brands who have mastered their e-receipt marketing strategy.
Also, check out this great series of blogs about e–receipts published earlier this year:
About Guy Hanson
Guy is a passionate advocate for intelligent use of customer data to drive responsive email programs. With a knowledge base that now spans nearly 15 years, he is a global e-mail expert and thought leader. Leading Return Path’s International Professional Services consulting team, Guy has worked with a broad range of clients across 5 continents to improve their email delivery, subscriber engagement and revenue generated. Outside of work, Guy is the Chairman of the DMA Email Council. In this role, he works with industry peers including brands, agencies, and service providers to promote the best interests of the email industry to a broader audience. He is also a regular contributor to the industry press.