Marketing consent: opportunities for marketers

In the current economic climate firms need to keep tabs on all parts of their business to maximise ROI. But one neglected – yet potentially lucrative – area  is improving their marketing consent policy.

This 2009 research by DVL Smith reveals that less than 25% of firms think marketing consent opt-out levels are related to profitability. This may be why 44% of the business respondents are unaware of their current opt-out levels.

The report also talks to consumers to discover the psychology behind opt-in and to reveal the persuasive powers of an engaging and carefully worded marketing consent policy. Examples of clear, accessible opt-in messages from major brands, including Tesco and Apple, help to illustrate the point.

The research reveals the many opportunities for marketers to tighten up their clauses by changing their approach. Recommendations include:

•  Reassuring consumers, as 95% prefer to be able to choose which types of direct marketing they receive.

•  Giving them choice, as 70% say they are more likely to opt in to direct marketing if it is clear that they will be contacted only by the company collecting their data.

•  Making things clear, as 70% say they are more likely to opt in to direct marketing when they know their details will not be passed on to a third party.

•  Selling the benefits, as 67% of consumers say they will opt in if they see there’s a clear benefit.