In part one of this post, we covered the different categories of opt-in and opt-out that we need to cater for as marketers. In this post, we’ll take a look at how to ensure that we can manage these categories across all of our marketing channels.
Offering a high-quality, multi-channel marketing experience means that we have to take into account two things, how to opt-in and out ‘globally’ and how to manage preferences across individual channels.
A users’ global preference is used to determine whether we have permission to include them in large volume communications regardless of the channel or channels being used. Managing this type of preference is a legal requirement in every country worldwide that I’ve personally helped organisations market to.
In order to meet this requirement, we need to be able to categorise each user record based on the four categories covered in part one of this post. Additionally, we may also want to capture the process used for opt-ing in such as single or double opt-in in case the latter is also a legal requirement for a specific country (for example in Germany).
A user opt-out is an expensive challenge for us in the marketing world as those of us that have been involved with contact data purchasing will know only too well. The cost of lost opportunities is compounded when an active contact or a key decision maker or influencer opts-out as this contact cannot be repurchased and is consequently lost to us.
In order to avoid this situation wherever possible, it’s important to give our users a choice to opt-out of specific channels rather than opt-ing out globally from all mass communications. For example, a user may indicate to us that they don’t want to receive telephone calls but may not ask to be opted out from email or from other channels. If our systems are configured to allow opt-out (and opt-in) for each individual channel then we can deal with these user requests without having to opt-them out of all communications. This is a great step forward.
Unsurprisingly, there are some additional challenges that we must overcome here as well, including the requirement in some countries to provide links in our communications that take the user straight to a page where they can confirm their global opt-out if desired. This means that we may need to design our preferences landing page very carefully in order to present the options available to our users as clearly as possible on a single page.
In the final part of this post, we’ll cover some common pitfalls that marketers often fall foul of when implementing a global and channel specific preferences solution.