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New Best Practices for Opt Out Management
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2. New Best Practices for Opt Out Management Jeff Nicholson VP of Product Marketing, CAI Pitney Bowes Business Insight
3. What is Opt-out? Opt-out: “When a recipient unsubscribes or opts-out of further communications” Source: The Direct Marketing Association
4. What’s Happening to our Outbound Response Rates? The new customer is in control Social circumvention Ad fatigue The changing view of “marketing” (A) advocational marketing (B) adversarial marketing “Crouching customer, hidden opportunity.”
9. “For the longest time, marketers have mistakenly regarded email marketing as “free”. Strategic marketers are finally waking up to the consequences of getting it wrong.” Source: Pitney Bowes Business Insight
21. How are YOU measuring campaign success? Campaign Opt-in CLV(Influenced Lifetime Value) Customer Revenue Degraded CLV(The slashed value due to opt-out) Time Opt-out CLV(Incidental Lifetime Value) Your Campaign is a Fork in the Road Did your campaign have a net positive effect? Campaign-derived Revenue vs. the Degraded Future CLV
22. How Much is Opt-out Costing YOU? “To optimize customer lifetime value, organizations must fundamentally change how they measure campaign effectiveness”
28. Degraded CLV: $350X $200 =3,000 Avg Per Purchase Purchases = 10,000 =5,000 Contribution to Future Opt-out Flag as Junk Opt-outs Spam X 30% Noise Conversion 20% 67.5% Not Delivered No Immediate Action Mental-Opt-out Junk Mail Filter Opt-out Response 3% 2% Junk 6% Response 1% Mental Opt-out Opt-out
29. The Critical Importance of “Getting it Right” First 30 Days 31 – 60 Days 61 – 90 Days 90 – 180 Days 180 – 240 Days Less Relevant Less Relevant Very Relevant Less Relevant Very Relevant Less Relevant Very Relevant Less Relevant Less Relevant Less Relevant Very Relevant Less Relevant Less Relevant Very Relevant Less Relevant Less Relevant Very Relevant Less Relevant Very Relevant Less Relevant Less Relevant Very Relevant Less Relevant Very Relevant Less Relevant Less Relevant Less Relevant Less Relevant Less Relevant Very Relevant Which straw will “break the camel’s back?” The new “getting it right”: It’s not just about potential relevance What to send + What NOT to send
30. Ask Yourself: How many emails does your highest value customer receive every week? When was the last time you had a management discussion regarding which campaigns NOT to send to your top customers? Yet, do you have a goal of maximizing the lifetime value of each customer?
31. The New Fundamental Framework for Opt-in Optimization Don’t just manage the opt-out process. Address the opt-out problem.
32. Opt-in Optimization Fundamental Framework Don’t just manage the opt-out process. Address the opt-out problem. Measure Exposure Inform Segmentation Measure and monetize opt-out. Preference & Prediction Contact Governance Prevent future opt-outs. Capture Declaration Adhere Ensure regulatory compliance. Inbound Interactions Transactional Contact Maximize the opt-in opportunity.
55. Engage in dialogueYour Ability to Influence Maximize Opt-in, Minimize Opt-out The “Reachability” Challenge NOW has a Solution
56. Thank You Jeff NicholsonVP of Product Marketing, CAI Pitney Bowes Business Insight E: Jeff.Nicholson@pb.com T: @jnicholson30 L: http://www.linkedin.com/in/jeffnicholson
