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Opt-In Marketing

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Opt-In Marketing

Increase Sales Exponentially with Consensual Marketing

McGraw-Hill,

15 min read
10 take-aways
Text available

What's inside?

To cut ad costs and boost sales, get buyers to agree they want your product info — that's "opt-in" consensual marketing.

Editorial Rating

7

Qualities

  • Applicable
  • For Beginners

Recommendation

Today’s media marketplace is cluttered with competing outlets selling overlapping demographics, with huge discrepancies in quality and cost. Sales messages, from flyers to e-mail spam, bombard customers. Under pressure to get optimal results for each dollar, companies must scrutinize every element of the marketing mix. Enter consensual marketing, in which you ask those customers who want your information to participate in your marketing by giving you important contact data. Authors and direct marketing consultants Ernan Roman and Scott Hornstein cite corporate case studies to buttress their claim that this process, which they call "opt-in" marketing, improves customer loyalty, profitability and longevity while significantly cutting marketing expenses. They even specify the minimum amount you can expect to save. The only thing that undermines the effectiveness of their message is their bad habit of continually repeating themselves. Even if garnering the solid facts about consensual marketing thus requires some patience, getAbstract recommends this book’s worthwhile ideas to all marketers.

Summary

The Concept of Consensual Marketing

Consensual marketing is based on the premise that customers can provide the best advice on how they use your company’s products and can give you the most accurate feedback on your marketing. Working with your customer matters even more today, as customers increasingly report that marketing’s delivery and its messages are off-target, intrusive and wasteful.

Marketers have a new goal: get invited into your customer’s operations. Have your customers "opt-in" to the process of receiving information from you for their benefit, via the medium they prefer. This enables you to develop better messages and products as you build mutually beneficial relationships. But, be aware, once your customers invite you into their shops, thereafter they will hold your marketing to higher standards because they have placed you in a position where you ought to understand their operations. When suppliers in one study proposed this cooperative, nontraditional approach to their customers, 90% of customer executives endorsed the concept and agreed to be liaisons.

The Process of Consensual Marketing

The "Consensual Marketing Opt-In" (CMO) process...

About the Authors

The author of Integrated Direct Marketing and several other books, Ernan Roman is founder and president of Ernan Roman Direct Marketing where Scott Hornstein is a senior partner. Hornstein is an industry speaker and has written for numerous national publications.

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