The former does everything except have the user click the “I agree” button. The latter is a process. If you take a closer look, Coding a similar exampledeveloped to tire and frustrate users and manipulate them into giving up their choice and simply pressing and holding the cookie.
EPBM provides an experience without psychological tricks.
We've all seen or maybe even written a pop-up that contains language that leaves readers feeling negative.
- “Wait! Are you sure you're leaving without taking our sweet deal?”
- “No, I'm not a person who likes saving money.”
- “Yes, I want to succeed in my career.” (If someone chooses “No,” it implies that they want to fail.)
Harmless marketing words? No, it is humiliating for the reader and often provokes feelings and actions of shame.
Is that what we aspire to as marketers? Increase sales by lowering quality? Granted, none of us went into this industry to do that.
Going forward, we encourage marketers to practice EPBM in their emails/order popups and present simple yes/no options.
It not only improves the customer experience, but also improves your business. Consultancy Siegel+Gale reports that “64% of consumers are more likely to recommend a brand for a simple experience,” and “55% of consumers are more likely to recommend a brand for a simple experience.” I found out that people are willing to pay a lot of money.
A consumer experience based on mutual respect
Why do I have to unsubscribe dozens of times to get removed from a list? Why do I have to log into my account to unsubscribe? Do I have to opt out of each list? Why?
The current system is not designed to exclude consumers. If consumers win, businesses lose. As a result, advertisers are making it increasingly difficult for the public to escape the content flywheel.
The permission-based marketing landscape is at a crossroads. The concept of consent, once a pillar of consumer empowerment, has been twisted into a game of manipulation and confusion. Marketers must recognize this worrying trend and make a choice between truly prioritizing consumer agency or continuing down the path of rhetoric without taking action.
It's time to make a decision. A future built on EPBM beckons, where consumers are not just a target, but a respected partner in your marketing efforts.
