"No Opt-In, Much Cry": DTC brands suffer without newsletter opt-ins


Online retailers and DTC brands rely heavily on consent to newsletter distribution, in the sense of opt-in, as repeat orders and purchases are critical to their profitability. Without this consent, a customer remains virtually untouchable for further communication attempts.

Consent to newsletter distribution establishes a direct link between the company and the customer. It allows the company to share information about new products, special offers, and relevant updates with the customer. This is especially valuable because repeat purchases are the backbone of a successful business model. Studies have shown that customers who make repeat purchases tend to have higher average order values and higher customer loyalty. These customers are also more likely to leave positive reviews and recommend the company to others.

Without consent to send newsletters, the company lacks the ability to keep customers informed and motivate them to make additional purchases. As a result, customers may buy from the company less frequently or not at all. The relationship between company and customer becomes fragile, and the company loses valuable opportunities to increase customer value.

In addition, the opt-in process ensures that customers retain control over their communication preferences. Customers want to decide for themselves what information they want to receive and on which channel. The opt-in process gives customers the opportunity to indicate their preferences and actively opt-in to receive the newsletter. This contributes to the customer’s satisfaction and trust and increases the likelihood that they will interact with the company in the future.

It is important to note that compliance with applicable data protection regulations, such as the GDPR, is critical. Companies must ensure that they transparently obtain customer consent and treat their personal data in accordance with data protection policies. By taking a responsible and transparent approach, companies can gain the trust of customers and build long-term, profitable relationships.

Overall, opt-in consent for newsletter distribution is crucial for online retailers and DTC brands. It enables direct communication with customers, encourages repeat purchases and strengthens customer loyalty. Companies should actively seek this consent, always respecting the privacy and preferences of their customers.

Addressing customers in a legally secure way and with a lasting impression

Online retailers and DTC brands have the opportunity to address customers in a legally secure way without opt-ins for newsletters with handwritten letters by mail, as long as they have not opted out. By sending personalized letters, first-time customers can be addressed in a unique way to create positive emotions, which is not possible with cheap printed materials.

a6 handwritten thank you note incl envelopesThe handwritten letter represents an authentic and personal form of communication that leaves a lasting impression on customers. In contrast to standardized e-mails or printed advertising messages, the handwritten letter stands out because of its individuality and shows the customer that he is valued as a person.

The personal nature of the handwritten letter allows online retailers and DTC brands to build an emotional connection with their customers. The letter conveys appreciation and shows that the company has taken the time to personally address the customer. This can strengthen trust and build a long-term customer relationship.

In addition, the handwritten letter also offers a legal advantage. As long as customers have not explicitly opted out of receiving such letters, companies can use this form of communication without violating data protection regulations. This allows companies to address customers in a personal and appealing way without crossing legal boundaries.

Overall, the handwritten letter offers a great way for online retailers and DTC brands to appeal to customers and create positive emotions. Due to its personal and authentic nature, it can help build customer loyalty and strengthen the company’s image.