Improve your marketing consent policy: remove three key obstacles

An effective customer consent strategy plays a vital role in ensuring direct marketing hits the mark and achieves maximum ROI.

Yet according to this report - based on the views of UK business respondents - many companies are neglecting this area. They cite a raft of factors that prevent them from overhauling their policy - including the infrastructure that supports it, lack of employee training and cumbersome legal procedures. 

As a result, firms are not only failng to comply with industry best practice, they are also missing out on a chance to reverse the trends in customer opt-out, which are reaching crisis levels, say DVL Smith’s Patrick Young and Royal Mail’s Mike West.

The authors examine the reasons behind the failure to update consent strategies – including a lack of awareness of opt-out levels, business inertia, and technical and legislative restrictions.

They also explain how these problems can be overcome, talking to the businesses that have successfully overhauled their marketing consent practices.