“Companies with solid brands and value propositions have nothing to fear from opt-in strategies.” This statement—almost a challenge, even—comes from the recently released 14 Step Checklist for Implementing Breakthrough Multichannel and Opt-In Marketing, a whitepaper from Ernan Roman Direct Marketing, a CRM and direct marketing consultancy in Douglas Manor, N.Y.
In the report, the consultancy makes the case for implementing an opt-in approach to multichannel communication with prospects and customers to improve response. The result of such meaningful dialogue is a database populated with self-profile data that the marketer can use to develop more accurate messages and offers, delivered via the most welcome channel.
To build this high-performing, opt-in database, Ernan Roman Direct Marketing offers the following four pointers.
1. Opt-in data needs to be stored appropriately for use:
* Define the unique, self-profiled, opt-in data points being added to the database.
* All fields must be sortable.
* For each data input, define the source (lists) and sortability requirements (e.g., age, household income, media preference or media aversion, company size, annual sales).
2. Organization of the database should be based on marketing’s ability to respond to:
* product purchased/installed
* industry/application or use
* business driver(s)
3. Required linkages (i.e., real-time access to key data) should include:
* field sales
* customer service
* technical assistance
4. Define the necessary systems:
* Marketers might find this process works better when operated outside of legacy systems.
* Be sure your company has the resources needed to support this data system.