The end of third-party cookies, priorising online privacy, the quest for a personalised customer experience… What if opt-in were the answer to the marketing challenges facing businesses?
The virtual consent makes for greater transparency and trust in customer relations. The question is how to collect opt-in data in the most effective and least intrusive way possible (while remaining RGPD compliant, of course).
We present the advantages of gamification in collecting and renewing your opt-ins.
What is opt-in collection?
Collection is the process of obtaining a user’s consent. This enables communications to be sent or personal data to be used. Users can give an opt-in (i.e consent to) receive a newsletter, SMS messages or application notifications.
To comply with the RGPD (or General Data Protection regulation), it mus be clear, informed and freely given.
Why should brands care about opt-in?
There are many issues involved in collecting opt-in for brands:
- Regulatory: to comply with the RGPD, companies must guarantee data protection. Opting is one of the obligations that must be met to avoid financial penalties (up to €20 million or 4% of global turnover).
- The planned end of third-party cookies, long envisaged by Google, enouraged companies to use “first-party” data collection strategies (data collected directly form users). Opting-in has thus become essential for refining customer knowledge while respecting their privacy.
- Qualifying the database: an opt-in enables you to build up a qualified databse of people who are interested in the offer. Qualification increases the commitment rate of campaigns and their ROI.
- Optimising marketing campaigns: by obtaining consent and collecting information on preferences, retailers can personalise their communications. This makes it possible o create targeted content to convert new customers or retain existing ones.
Collecting opt-in is not just a legal requirement. Above all, it is a strategic lever of improving campaign performance and reinforcing brand trust. Adopting a proactive approach helps to build a lasting relationship with buyers.
A competition to collect opt-ins: the advantages
Gamification, or the introduction of fun and and interactive elements into communications, can help a company ot collect opt-in. Here are the advantages of this strategy:
- Voluntary participation and explicit consent. The competiton is based on voluntary participation, which guarantees a clear opt-in, in compliance with the RGPD. Participants share their consent to win an attractive prize, creating a transparent relationship.
- Increased engagement thanks to the game format. Marketing games offer a more interactive experience than statics formats. This encourages users to give their opt-in. This format reinforces the positive image of the brand. It encourages participants to interact with the content.
- A clear incentive: a reward for an opt-in. Brands offering attractive prizes (gifts, discount vouchers, exclusive rewards) motivate users to sign up to their mailing list and share data. The exchange of value is perceived as win/win, which increases the opt-in rate for campaigns.
- Easy distribution and high virality. The competition can be shared by emailor via social netorks. Participants can relay the competition to incease their chances of winning, which boosts the visibility of the campaign.
Organising a competition is a compliant, engaging and effective strategy for collecting opt-in and qualifying your databse. By reinforcing branding and encouraging interaction. This type of campaign combines games with perceived value, maximising the conversion rate.
The key stages in collecting opt-in via a competition
With a platfom specialising in iteractive campaigns such as Socialshaker, brands can take the hassle out of collecting and renweing opt-in. Here are steps for creating and engaging competition that maximises the opt-in rate (i.e the number of opt-ins/ total number of participants).
- Create an attractive registration form to collect information (name, email, RGPD consent, etc.). Socialshaker offers forms integrated into the game experience to ensure that participants share their data voluntarily;
- Choosing the right game mechanics. Brands can choose from games designed to capture attention, such as Quizzes, Instant Wins (Scratch-offs, Jackpots) or <a href="https://www.socialshaker.com/en/project/photo-contest/
“>Creative Competitions. - Define the rules for participation and the winning mechanism. users will have to register (via the form) to play. They then enter the game and find out if they have won by drawing lots. The company chooses the prize-giving mechanism and the prizes to be awarded.
- Optimise campaign distribution. Socialshaker makes it easy to distribute competitions across the relevant channels for the brand (social media, website, email campaigns). Participants can invite their friends, thanks to sponsorship mechanisms that increase the chances of winning.
- Track campaign KPIs and qualify the database. The information collected via the game is exported to a database, segmented and qualified. Socialshaker offers analysis tools for optimising campaigns (tracking participation, rates, campaign ROI, type of profile rates, campaign ROI, type of profile collected, etc.).
Bonus: Companies can schedule a retargeting campaign before opt-ins expire in order to renew them. This method ensure the longevity of their mailing list and builds customer loyalty.
Checklist for collecting opt-in via gamification
Finally, here are the factors to bear in mind when boosting your opt-in rate through gamification:
- Simplify the user journey: the collection form should be short and easy to fill in. Avoid unnecessary data and steps to limit abandonment. To maxmise the opt-in rate, it can be inserted after the gamr and allow participants to find out if they have won a prize ;
- Clearly highlight the usefulness of opt-in, such as receiving relevant information or personalised promotions ;
- Demonstrate total transparency by being very clear about the use of data and compliance with the RGPD ;
- Offer an attractive reward tailored to the target to maximise interest and participation ;
- Make the opt-in collection experience as fin and engaging as possible, with a playable format adapated to the audience or linked to a marketing highlight;
- Promote the game on the relevant marketing channels and encourage sponsorship to maximise the virality of the campaign.
Creating a competition remains one of the most effective ways of collecting opt-in and qualifying your database. With Socialshaker, you can design highly engaging interactive campaigns that will maximise your opt-in rate. Discover our playable mechanics and strenghten the relationship between your brands and its customer!
