Drop the word 'spam' near forms

When to use it

When privacy microcopy near an email form promises something like 'we will never spam you'.

How to run it

Use a positive assurance with no negative trigger words: 'We guarantee 100% privacy. Your information will not be shared.'

Why it works

Make it safe to believe you

Naming the fear plants it. Across Michael Aagaard's four privacy-microcopy A/B tests (ContentVerve), the 'we will never spam you' line reduced signups 18.7%, while the positive privacy guarantee lifted signups 19.47%.

Source: ContentVerve: privacy microcopy tests