Get it, use it, keep it – How to maximise marketing permissions Rosemary Smith 1 Get it, use it, keep it Marketing permission is a key driver of customer value and without it, your hands are tied Customers who opt-out cannot lawfully be marketed to 2 Source DMA fast.MAP Data Tracking Study, September 2010 3 Which ofcollection data collection …and onmethod permission gives the highest opt-out rate? method Research Undertaken in October 2010 The Royal Mail & Opt-4 Limited – Users Permission Research 4 Get it - providing “fair processing” information ICO Privacy Notices Code of Practice 5 Get it Use the tone of voice of the brand Fit the message to the readers/audience age/demographics) Cover all future uses/channels to market 6 Get it – be transparent 7 Get it – use the brand tone of voice Get it – separate 1st and 3rd party 90% of consumers always opt-out of 3rd party use [Fast.MAP] Get it - collect channel preferences Only 7% of consumers would choose to be contacted by telephone and 2% by text [Fast.MAP] LIVERPOOL VICTORIA AGM NOTIFICATION AND VOTING FORM 11 Use it Use it - Can your database cope? Last expression of preferences counts Multiple databases may not be able to connect individuals who change their minds on consent Use it - what permissions should you collect and store? Think big – a Yes/No flag is no longer enough  Think channels – post, phone, email, mobile for SMS and .... Use it Remind them, they have given permission Target your messages accurately Ensure relevance Make email subject lines compelling 15 Use it Make the content, information led Follow up with features and benefits Don’t over-mail – should priority be given to commercial or informational emails? Use incentives to drive open rates 17 Keep it Preventing permission erosion Source DMA fast.MAP Data Tracking Study, September 2010 19 Keep it “Thank you for being one of the 93 % who have agreed to be included in our database. (We must be doing something right!) However, if you really, really would like not to receive any more information from us please reply to: [email protected]” Dare to use humour! 20 From Purple Parking Offer selective unsubscribe From Chelsea Football Club Ask why they want out 22 Get it back again Get it – back again Contacting opted-out customers Postal approaches are safest – there are penalties for sending “unsolicited” emails The communication must not promote or sell anything Response is required ICO prefers opt back in to be a “minor and incidental” addition to an existing service message Re-permissioning Letter Extract Lloyds TSB It’s time to stop missing out! As a Lloyds TSB customer, its useful to know about our range of financial products and services. However, according to our records, you have opted out and therefore may be missing out on hearing about new products or special offers that could benefit you financially. So why stay in the dark? With your permission we’ll keep you better informed By giving us permission to keep you posted with information we believe you’ll be interested in, you can make the most out of being a Lloyds TSB customer. We’ll then be able to send you information from the Lloyds TSB Group which includes Scottish Widows and C&G. Please rest assured that we never share your data for marketing purposes outside of the Group – your details are safe with us – should you ever change your mind it is simple to opt out again in the future. How to change your marketing preferences To start receiving the above information from Lloyds TSB, just call us on xxxx xxxxxxx. How to change your marketing preferences To start receiving the above information from Lloyds TSB, just call us………….or return the coupon below. There must be a response mechanism for re-permissioning – silence does not equal consent Re-permissioning problems ICO objected to the message on the grounds this message was “selling” 27 Ford Re-permission Re-permissioning problems The newsletter contained a marketing message and the complaint that consent had not been given to receive such messages was upheld by the ASA Get it, use it, keep it  Get it!  Tone of voice matters  Trust is key  Use it!  Record and act on permission  Find out what makes them leave  Keep it!  Remind them they gave permission  Win back permission – but carefully More Data Protection information or to take part in our research www.opt-4.co.uk [email protected] The original content of this presentation is the intellectual property of Opt-4 and may not be reproduced without permission (c) 32