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“Permission Please” research published


The results of a new Opt-4 survey underline how gaining marketing permission is increasingly difficult for brands and nearly three quarters of respondents - all household names from a range of sectors - agreed that marketing opt-out rates represented a major business threat.

Close to 60% of brands who responded to the “Permission Please” survey reported an increase in refusals to share personal data for marketing. This is echoed in the third DMA/ Fast.MAP Data Tracking study which shows that consumers are increasingly averse to providing data – even basic demographic information such as name, address and email are being withheld.

Consumer awareness, poor targeting and over-communication were seen as major factors in increasing opt-out rates but only 22% of marketers recognised the impact of data protection wording on the level of permission received. Less than a third of respondents had tested different permission statements but, those that had, reported massive variances between the best and worst permission rates achieved.

75% of the brands interviewed were providing permission choices by channel; electronic channels were significantly ahead of post with telephone and email delivering most opt-outs.

The “Permission Please” survey showed for the first time that consumer behaviour varies according to the method of data collection; there is apparently much less willingness to give permission online and on the telephone where the opt-out rates are usually highest.

30% of brands had tried re-permissioning or opt-back-in campaigns with the vast majority (73%) using the mail channel for their conversion efforts.

To access a full copy of the “Permission Please” report click here.




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