[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
Marketing consent is no longer just a checkbox. It has become <\/span> a strategic issue<\/b>, closely monitored by the authorities and which can be very costly for companies. In France, the largest fine reached <\/span>50 millions euros<\/span><\/a>. <\/span><\/p>\n This context is driving brands to rethink how they collect user consent without compromising their commercial performance.<\/p>\n The solution: turning this step into a positive experience. <\/span><\/p>\n To do this, you can: <\/span><\/p>\n In this article, we share best practices and an inspiring campaign example to combine GDPR compliance with results.<\/span><\/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=”4.27.4″ _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=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Marketing consent is the explicit agreement given by a user to receive marketing communications. It is an essential requirement for collecting, processing and using their personal data. <\/span><\/p>\n According to the GDPR, consent must be: <\/p>\n In practice, it must be a clear positive action, such as ticking a box or clicking a button, rather than presumed consent.<\/span><\/p>\n In digital marketing, consent often takes the form of collecting opt-ins for emailing or notifications. The <\/span>double opt-in is a recommended practice: after an initial click, the user confirms their agreement by clicking a link shared with them via a validation email. <\/p>\n This method strengthens GDPR compliance and improves the quality of mailing lists. Adhering to these principles thus enables brands to collect data legally while building a relationship of trust with their audiences. <\/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=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Certain practices, which are still all too common, can render consent unusable and jeopardize the marketing performance of brands. Here are the most frequent ones: <\/span><\/p>\n These errors can lead to the loss of the entire collected database (which would indeed be considered non-compliant with the GDPR), damage customer trust, and expose the brand to heavy sanctions (up to 20M\u20ac or 4% of global turnover). They can also trigger restrictions on advertising platforms like Meta or Google: limitation of the campaign reach or suspension of advertiser accounts. <\/span><\/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=”4.27.4″ _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=”4.27.4″ _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 Obtaining marketing consent does not imply sacrificing the smoothness of the customer journey. A well-thought-out approach allows you to <\/span>collect opt-ins<\/span><\/a> while preserving, or even improving, the user experience.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The idea here is to limit mandatory fields and integrate the consent request at a moment that is relevant for the user. In a gamified campaign, the opt-in request can be integrated into a specific screen, called <\/span>push opt-in<\/span><\/i>, which appears right after the participant has finished playing. This timing is strategic: the user is still emotionally engaged by the game and more receptive to a clear message. This screen, which is visually distinct, explains the benefits of signing up (receiving offers, participating in other games, accessing perks) and provides a checkbox to give consent. Placed at this specific moment, it captures attention more effectively and <\/span>improves consent rates.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Offering a prize or an exclusive benefit can encourage users to click. To remain GDPR compliant, the prize must be accessible even without marketing consent, to prevent the collection of marketing consent from being considered forced. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Brands can use visual reassurance elements (such as security logos or pictograms). Once the opt-in is collected, they can specify how the data will be used and clearly explain to the user how they can unsubscribe if they wish. This effort towards transparency strengthens audience engagement and effectively limits the opt-out rate. <\/span><\/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-4″ _builder_version=”4.27.4″ _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=”4.27.4″ _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 Gamified marketing <\/span><\/a>improves both the user experience and the consent collection rate. By creating a playful and immersive moment, the game captures attention from the very first seconds and extends the interaction with the brand. The user receives value (an entertaining experience, a clear and attractive reward, and even a sense of achievement in the case of a challenge) before being asked for their opt-in. <\/span><\/p>\n In this positive context, which establishes a win-win relationship between the user and the company, agreement is perceived as a natural continuation of the experience rather than an administrative constraint.<\/span><\/p>\n To maximize the campaign’s effectiveness, the marketing game must:<\/span><\/p>\n With <\/span>LeadSense<\/span>, brands can automatically synchronize the consent collected through interactive games with their CRM. This allows them to secure their opt-ins and adapt their marketing campaigns in real time. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n\n
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What is marketing consent: a legal definition<\/strong><\/h2>\n
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5 common mistakes that invalidate consent<\/h2>\n
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How to optimize marketing consent without compromising conversion?<\/h2>\n
1. Designing a clear and progressive opt-in collection form<\/strong><\/strong><\/h3>\n
2. Providing value for the opt-in sharing<\/strong><\/h3>\n
3. Reassuring the user who has just given their consent<\/strong><\/h3>\n
Gamification as a lever for obtaining marketing consent<\/h2>\n
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Example of an effective consent strategy<\/strong><\/strong><\/h3>\n