ChatGPT: “Where is the best ROI between implicit and explicit marketing consent?”

From time to time, we ask ChatGPT questions sharing the prompt we used so you can replicate/verify what we post.
Previous conversations with ChatGPT: Is customer consent more important today than ever? and Is it the end of Marketing Technology and the beginning of Customer Technology?

ChatGPT: [unedited]

Determining the best Return on Investment (ROI) between implicit [*] and explicit [**] marketing consent depends on various factors including the nature of your business, the type of customers you target, and the legal requirements in your jurisdiction. Both approaches have their advantages and disadvantages, and the optimal choice can vary based on specific circumstances.

Implicit Consent

  1. Broader Reach: Implicit consent often allows for a wider reach, as it doesn’t require an overt action from users to opt-in.
  2. Ease of Accumulation: Building a larger database can be easier and faster because it doesn’t require explicit opt-in actions.
  3. Potential Drawbacks:
    • Lower Engagement: Recipients who have not explicitly opted in might be less interested or engaged, potentially leading to lower conversion rates.
    • Risk of Non-Compliance: Depending on the jurisdiction and the type of data, relying solely on implicit consent might not meet legal requirements, especially under regulations like GDPR or CCPA.

Explicit Consent

  1. Higher Quality Leads: Individuals who give explicit consent are often more engaged and interested in your products or services, which can lead to higher conversion rates.
  2. Better Compliance and Trust: Explicit consent is generally more compliant with stringent data privacy laws and can build more trust with your audience.
  3. Challenges:
    • Slower List Growth: Accumulating a database of consented individuals can be slower as it requires an active opt-in.
    • Potential for Lower Initial Volume: The number of leads or contacts might be lower compared to implicit consent.

ROI Considerations

  1. Conversion Rates: Explicit consent might lead to higher conversion rates even though the audience size is smaller. Quality often trumps quantity in effective marketing.
  2. Customer Lifetime Value (CLV): Explicitly consenting users may have a higher CLV, as they have shown a genuine interest in your brand.
  3. Brand Reputation and Trust: Compliance with data privacy laws and respecting user preferences can enhance your brand’s reputation, potentially leading to long-term benefits.
  4. Cost of Non-Compliance: Non-compliance with data privacy laws (if implicit consent is not sufficient) can lead to significant fines and damage to your brand’s reputation.

Best Practice

  • Balanced Approach: Some organizations use a combination of both, relying on implicit consent where it is legally and ethically acceptable, and obtaining explicit consent where necessary or for more engaged targeting.
  • Regular Review: Regularly review consent practices to ensure compliance with changing laws and customer expectations.


The best ROI depends on your specific marketing strategy, customer base, and legal obligations. Explicit consent typically yields higher engagement and better-quality leads, aligning with current trends towards privacy and personalization in marketing. However, for broader reach and ease of data collection, implicit consent can be beneficial. Balancing the two, while staying compliant with relevant laws, can often yield the most effective results.

Definitions by ChatGPT:

[*] Implicit consent refers to a form of consent which is not expressly granted by a person, but rather inferred from their actions and the context. It is assumed based on someone’s behavior indicating agreement to the proposed activity or terms, rather than through a direct statement or action of agreement.

[**] Explicit consent is a clear and direct agreement to something, typically provided in writing or verbally. It requires an affirmative action or statement by the individual, clearly indicating their informed and unambiguous approval of a specific proposal or action.

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