10 ways to optimise your marketing consent policy

With customer opt-opt out running at record levels, improving your company’s approach to marketing consent could pay dividends. DVL Smith’s Patrick Young and Royal Mail’s Mike West spotlight the key areas to tackle with their top 10 hints and tips on how to engineer change.

Their best practice recommendations include:

* How and what to analyse, including monitoring customer opt-out and its impact on the bottom line.

* Allowing customers to choose the communication channels they prefer - phone, post, email or text.  

* Highlighting to consumers the benefits of opting in, such as advance notice of sales and promotions and more targeted communications.

* Explaining how customer data will be used and being upfront about how data will be protected.