From a coverage gap to a consent play
The board shows where the addressable base is thin; these plays grow it. Each one is a value exchange, not a nag: give the customer a real reason to open a channel, and the highest-value customers say yes first.
Keep the widest channel healthy
Email is the base layer of addressability. A preference centre turns a blunt unsubscribe into a choice, and a sunset policy retires dead addresses before they poison deliverability for every customer you can still reach.
Recover lapsed push permissions
Push consent decays silently with every reinstall and OS reset. A re-permission moment asked at the point of value, right after a purchase lands well, wins back permissions a first-open prompt never earns.
Grow SMS consent with a value exchange
Nobody hands over a mobile number for nothing. Offer something real, first word on seasonal sale or a member-only perk, and your highest-value customers opt in first, which is exactly where SMS pays.
Make the owned channel count
In-app needs no opt-in, only presence. Use it to carry the messages the other channels cannot, and to ask for the next consent while the customer is warm and mid-session.
The value exchange, in the wild
The SMS capture is the sharpest example: a mobile number is personal, so the ask has to carry something real. One message, one clear trade, and an exit in the same breath.
First to know, by text
Want a head start? Reply YES and we will text you the moment seasonal sale lands, plus the occasional member-only product. No noise, and STOP works any time.
Customers who opt in through a value exchange stay opted in: the channel was opened on their terms, so the consent is real and the engagement follows.
Prove the consent campaign itself
A consent play is a campaign like any other, so it earns its budget the same way. Hold a slice of the eligible base out, measure the opt-ins and the downstream spend only above the control, and the value of a consent point stops being a slide and becomes a fact.
Raw before-and-after would claim the whole targeted bar. True attribution counts only the gap above the control, the part that would not have happened without the model. Illustrative.