I spotted what looked like an interesting report from a company that will remain nameless.
Now sure how I cam across it, I’m actually connected with the head of sales there.
To download the report, there was a gate, which we have discussed before is bad practice. Why? First of all it pisses people off. We know what is going to happen, I fill in a form and you then think this gives you permission to either call me or email me.
Luckily, with GDPR it does not, but more on that in a moment.
Research shows that for every data field you ask people to fill in you lose 50% of the people that are interested. You start with 100 people and you ask for them to fill in 5 fields, you will end up with 3 sign ups. Start with 100 people, if you ask people to fill in 1 field, then 50 people will do this, 2 fields, 25 people will do this, 3 fields 12.5, etc etc.
The reason why “Marketing” do this is so they can say, we generated X “leads”, which is a measure. Obviously a download is not a lead as I downloaded the report and I’m not buying.
The argument to not gate content is “obvious” people expect reports to be free, the like you for doing this, gating content pisses people off. Surely you want more people downloading your report and remembering you in a nice way? This blog is a piece of content, we don’t gate our content and we hope you remember us and like us for it.
Back to GDPR
The rules and spirit of GDPR are very clear, in fact the rule of GDPR shouldn’t really need to be enforced as our morality should guide us. We should not force somebody to be added to a database. If you don’t agree, sorry but that is the mindset of a spammer.
Anyway, this report, forced me to tick a box saying I agreed to be added to a email list. I didn’t tick the box and they still sent me the report. I also got an email, less than 24 hours later, so they had added me to their email list without my permission. This also contravenes GDPR regulations.
“As You are Interested in Us”
In less than 24 hours I got an email that said “As I am interested in our company and products” I’m not. Sending me email like this, is just corporate spam and attitudes like this live in the 1990s.
What Happened with the Report?
Best practice in the world of content marketing is to create content, that people will link to and refer too. This report, actually asked me to register again. Really? I deleted the report. In the race to get me to sign up to some spammy database the company was running, they pissed me off so I deleted the report. That is called shooting oneself in the foot.
I’ve not seen such a bad Marketing Practice in a long time. Gating, forcing people to give over data and then forcing you to do it again. I’m actually speechless that in 2020 that anybody thinks this is good.
I would love to know what the attitudes to trust are of the people that put this together. It was interesting, pointing the lack of GDPR compliance to the Sales Director, he used the world trust in a response to me.
Do Marketers really not trust us a prospects and customers, why do they force to give my data? Do Management really not trust Marketing to create content, so they are “forced” to give a list of people that have signed up? Do people really think in 2020 that I HAVE to give an email to get a piece of content?
After I have given my email, do you really think it’s great practice to send me corporate spam, less than 24 hours after the event?
As a buyer, I’m looking for a long term relationship with a company. I’m looking for a company that I can trust, if you force me to give me my email, that does not feel like a company that has trust as one of its values? Would I really ever trust a company like that.
Marketing is supposed to be the start of a relationship, in this case it was the end.
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