Preference Marketing

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“Opt-in is the future of how we as marketers will communicate with customers.”

Those were the words of Eric Holmen president of SmartReply, during a Webinar on changes to how all pre-recorded voice marketing messages are delivered to consumers.

The FTC last week ruled that starting December 2008, all pre-recorded voice marketing calls will require an automated opt-out feature, giving consumers a choice to opt-out of marketing calls, and future alerts and messages. Then, on September 1, 2009, all pre-recorded voice calls will move to full express consent. This second phase requires additional consent measures, in the form of E-Sign, digital or written consent from the consumer to opt-in to receive voice marketing calls.

Holman spoke of the “preference marketing era” where marketing offers will be 100% opt-in.

“Express consent will change the industry, in a positive way, for good,” he said.

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