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Opt-4 research shows publishers don’t recognise permission threat - May 2009

A recent Opt-4 survey amongst publishers shows continuing complacency about opt-outs and the impact they can have on revenue. T
he survey of publishing professionals questioned at Publishing Expo found only 15% of respondents felt permissions were impeding their ability to market and 47% didn’t know if they were having an impact. Only 12% actually knew the levels of permissions on their company’s database and only a further 17% felt able to give an estimate of typical unsubscribes from their company’s marketing communications (averaging 1-2%). The mean refusal rate on the respondents’ databases was 20% but was over 50% in extreme cases.  55% of respondents were witnessing rising numbers of opt-outs; the combined impact of wording for data protection notices and the inability to offer permissions by channel ware cited as contributing to this rise.


To access the full report: ‘Going, Going, Gone?’ Publishing Expo Permission Marketing Survey Results click here

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