DMA, tank Announce Opt-In Action Group

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The Direct Marketing Association (UK) said yesterday that it will launch a joint action group with tank, a professional club made up of senior decision-makers throughout Europe, on April 27 to measure opt-out performance and benchmark how a company compares to its competitors, other industry sectors and national opt-out rates.


The benchmark will look at the highest percentage of opt outs from all channels in a company's customer base. This will be refreshed every two months to establish trends across that company's sector, other industry sector averages and Mailing Preference Service and Telephone Preference Service rates.


The DMA administers the MPS and TPS, which consumers can register for at no cost.


The action group also will address the reasons why an increasing number of consumers are opting out and provide guidance on how to reduce opt-out levels.


"The opt-in action group offers a practical and low-cost remedy to a trend [that] is threatening most companies' best source of profit -- existing customers," said tank founder Sean Larrangton-White.


Additional services offered by the group include a newsletter that will look at successful and unsuccessful case histories, forums to update all group members on latest developments, and tailored briefings for CEOs and marketing directors.


For more information, contact Rita Courtney at rita@dma.org.uk.


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