[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Collecter des opt\u2011ins n\u2019est plus seulement une obligation l\u00e9gale : c\u2019est devenu un <\/span>levier strat\u00e9gique pour d\u00e9velopper votre relation client<\/b>. Chaque consentement explicite permet de construire une base de contacts qualifi\u00e9e, d\u2019envoyer des messages personnalis\u00e9s et de renforcer la confiance avec votre audience. Dans cet article, nous vous expliquons <\/span>ce qu\u2019est un opt\u2011in, pourquoi il est essentiel et comment le collecter efficacement<\/b>, tout en restant conforme au RGPD.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.24.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n A company wishing to collect data from prospects or customers for use in its marketing campaigns or sales processes must first <\/span>ask for their consent.<\/b> <\/p>\n They can choose between<\/span> several forms of authorisation<\/b> (or opt-in):<\/span> <\/p>\n Opt-in is the opposite of opt-out. It is a process by which the company acquires the contact information of potential customers by <\/span> purchasing an email database<\/b>. The recipients have therefore not given their consent. <\/span><\/p>\n The opt-in process can go even further:<\/span> this is known as double opt-in.<\/b> In this specific case, a confirmation request is sent by email to the prospect before they are definitively added to a mailing list. For the company, this is a way of asserting its respect for the user’s consent. It also ensures that the email address provided is the correct one. <\/span><\/p>\n Double opt-in also allows you to<\/span> get to know your incoming lead better<\/b>. La marque peut en profiter pour lui proposer de s\u00e9lectionner ses centres d\u2019int\u00e9r\u00eat parmi une liste ou via une animation interactive (comme <\/span>a swiper<\/span><\/a><\/span><\/span>for example). It can then send them more targeted content. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.24.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n The aim of the RGPD<\/span><\/span><\/span><\/a> is to protect the personal data of EU citizens, the regulation logically addresses<\/span> the case<\/span><\/a> of opt-in.. Il insiste notamment sur <\/span>the importance of transparency<\/b> in the way companies collect information from consumers. This is particularly true of their personal data, which obviously includes email addresses and telephone numbers (for SMS marketing). <\/span><\/p>\n Therefore, to comply with the RGPD, brands must ensure that<\/span> each form or collection tool<\/b> is :<\/span> <\/p>\n The company must then retain<\/strong><\/span> the permissions it has been given<\/b> to protect themselves in the event of a complaint or inspection. Consumers also have the right to inspect and modify their data. It is therefore compulsory to include a description link in each email. This will allow users to tell the brand that they no longer wish to receive communications from them. <\/span>As a reminder, it is<\/strong><\/span> valid for 13 months.<\/b> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.24.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Collecting opt-ins is therefore not only an obligation, but also an opportunity for brands to <\/span>create a relationship of trust with their audience.<\/b> They can take advantage of this to engage users and get to know them better. They can then share more relevant content with them. <\/span><\/p>\n Here are 3 marketing strategies to<\/span> simplify the collection of email addresses.<\/b> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n A very simple way of encouraging your targets to share their email address and consent to the sending of commercial communications is<\/span> to offer them a reward in return.<\/b> <\/p>\n In e-commerce, for example, it is common for brands to<\/span> offer a 10% discount<\/b> on the next order of each user who subscribes to their mailing list. This lever can also be used to <\/span>boost in-store traffic<\/span><\/span><\/a><\/span> by making the discount valid only at physical points of sale.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Another effective way of increasing the opt-in rate is to<\/span> target people who are already familiar with the brand.<\/b>and appreciate its offer<\/strong>. Asylum-packaging is a strategy that consists of slipping a communication medium, with an opt-in collection tool, into the parcel sent to a customer. <\/span><\/p>\n <\/span>As they have already made a purchase from the brand, they are more likely to<\/span> agree to receive communications\/content<\/b> from the brand. To facilitate the collection of information and opt-ins, the brand can simply slide in <\/span>a QR code linking directly to the online<\/a><\/span><\/span><\/span> registration form.<\/span> <\/p>\n Depending on the content of the order, the brand will be able<\/span> to segment its customers more easily<\/b>. And send them relevant content and offers (by email or SMS).<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/03\/Optin-1-1.png” alt=”Opt-in form” title_text=”Opt-in form” align=”center” _builder_version=”4.24.2″ _module_preset=”default” width=”77%” custom_margin=”55px||75px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n As an opt-in is valid for 13 months, it is important to<\/span> re-engage your customer database<\/b> before their consent expires. Participants in a previous year’s campaign can therefore be reactivated via a new operation to renew their opt-in. <\/span><\/p>\n Gamification is a particularly interesting lever in this case. It makes it possible to <\/span>collect opt-ins using a fun, interactive format<\/b>. This marketing strategy naturally encourages the user to interact with the collection form by incorporating game mechanics (such as<\/span> a pinata<\/span><\/span><\/span><\/a> or<\/span> puzzle<\/span><\/span><\/span><\/a>).<\/span> <\/p>\n Gamified marketing<\/span> also boosts the opt-in rate<\/b> by offering users a reward in return. These may include : <\/span><\/p>\n\n
What is opt-in: definition<\/h2>\n
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What does the RGPD say about opt-in?<\/strong><\/h2>\n
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3 marketing ideas to encourage opt-in collection <\/strong><\/h2>\n
1. Reward opt-in<\/strong><\/h3>\n
2. Asylum parcels and QR codes to collect post-purchase opt-ins<\/strong><\/h3>\n
3. Re-engage your opt-in base before it expires thanks to gamification<\/strong><\/h3>\n
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