Salesforce’s latest State of the Connected Customer research shows that trust is more important than ever to customers and that it’s harder for organisations to earn. Even with the implementation of European Union’s General Data Protection Regulation and other privacy legislation, 86% of consumers want more transparency about how their information is used and 61% feel they’ve lost control over their personal information.
Show the customer you are treating their data with respect and using it to deliver value. And, of course, make it easy for customers to adjust their email preferences or even unsubscribe if they want to – no one wants to lose a subscriber, but making it hard to opt out of communications can destroy trust and even put you on the wrong side of regulations.
To that end, try to get familiar with the Spam Act and privacy laws which govern email marketing in Australia. There’s no quicker way to lose customers (and in some cases face a hefty fine) than with a dose of regulation-breaching spam emails. Keep in mind that your marketing communications may fall under other countries’ regulations if your customers are opening them outside of Australia.
If this sounds like a lot of work, remember that automation and CRM solutions can simplify things and minimise the risk of oversight. Like many other heavily regulated industries, real estate requires certain types of consent before agents can start talking to potential buyers. To navigate this issue at scale, small business Tall Poppy Real Estate integrated their website with Salesforce so they could capture more information when customers requested appraisals.
“We're also able to capture a customer’s consent,” said Tall Poppy’s Chief Operating Officer Michael Cummins. “What this means within the real estate industry is we have consent to be talking to them not just about their property but about other properties they may be interested in as well.”