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New research confirms the power of words to drive consent



Recently published research by DVL Smith backs up Opt-4 findings that companies are not focusing enough attention on opt-out rates. “Going, going, gone” published by Opt-4 earlier this year showed that publishers were unaware of the link between high opt-out and profitability. Many were not monitoring consent levels on their databases.


The DVL Smith research confirms that less than 25% of firms – this time from a range of sectors -  think marketing consent opt-out levels are related to profitability. A staggering 44% of the business respondents were in blissful ignorance of their current opt-out levels.


The report also took the views of consumers about the wording of permission statements. Not surprisingly, reassurance, channel choice, clarity and the demonstration of benefits were all regarded as likely to contribute to higher permission levels.

95% of consumers preferred to be able to choose the types of direct marketing they receive and 70% said they were more likely to opt-in to direct marketing when they know their details will not be passed on to a third party.


Experience shows that wording of permission statements is vital if companies want to increase the levels of consent they are achieving. Statements need to embrace the brand’s tone of voice and sell the benefits of handing over personal data.




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