The former does everything short of clicking the “Accept” button for users. The latter is a process, as seen in a closer look at the coding in a similar example, developed to exhaust and exasperate users, manipulating them to forgo their selections and simply press ahead with cookies.
EPBM offers an experience free of psychological tricks.
We’ve all seen, or maybe even written, pop-ups with language that delivers a negative emotion to the reader.
- “Wait! Are you really leaving without getting our amazing deals?”
- “No thanks, I’m not someone who likes saving money.”
- “Yes, I want to be successful in my career.” (Implying that if someone selects no, they prefer to be a failure.)
Harmless marketing verbiage? No. It’s demeaning to the reader and often triggers emotions and actions driven by shame.
Is that what we aspire to do as marketers? Drive sales through debasement? Certainly, it’s not what any of us got into this industry to do.
Going forward, we call on marketers to practice EPBM with their email/order pop-ups and present simple Yes/No options.
That doesn’t only make for a better customer experience, it makes for better business too. Consultancy Siegel+Gale has found that “64% of consumers are more likely to recommend a brand because of simple experience” and “55% of consumers are willing to pay more for uncomplicated experiences.”
A consumer experience based on mutual respect
Why do I have to unsubscribe dozens of times to get off your list? Why do I have to log in to my account to unsubscribe? Why do I have to opt out of each list?
The current system isn’t designed to let consumers get out. If a consumer wins, a business loses. So advertisers have made it harder and harder for the average person to escape the content flywheel.
The landscape of permission-based marketing is at a crossroads. The concept of consent, once a pillar of consumer empowerment, has been distorted into a game of manipulation and confusion. Marketers must acknowledge this unsettling trend and make a choice: to either genuinely prioritize consumer agency or continue down a path of rhetoric without action.
The time has come to decide—a future built on EPBM beckons, where the consumer is not just a target but a respected partner in the marketing journey.
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