DMA, tank Announce Opt-In Action Group

Share this article:
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.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.