In 2019, a topic that has gained momentum is preference management, which is easily understandable because managing customer permissions should be both easy and efficient throughout every organization. It is time marketing began to approach the subject through the eyes of the customer, however, and listen to the information that is shared with them.
The end goal is to keep engagement high and frustration levels low. Here are some ways to set about doing it.
Respect The DNC
The National Do Not Call Registry is a collection of all the phone numbers belonging to consumers who have decided to limit the number of telemarketing contact calls they receive. It is maintained by the FTC (Federal Trade Commission) and is even enforced by the FCC (Federal Communications Commission. This makes it a serious information source, and also one that is updated and changed every month.
Staying up to date on the latest additions to the DNC list is hard work. Fortunately, there are DNCSolution do not call compliance products available that can do all the updating for you. This convenience will free up your marketing division to concentrate on other aspects of positive communication preferences.
How To Help Customers And Marketers
When marketers decide to prioritize better communication with customers by listening to their preferences, it is a win-win situation. Listening to when customers want to opt out or in of messaging channels allows them to be in control of how much information they wish to receive. These choices and control should be available to them across every channel.
Keep tabs on the types of messaging they want to receive, how often they wish to have it communicated to them, and concentrate on customer interaction with the brand, not just the website or blog. This goal is achievable by maintaining constant updates on customer preferences and ensuring the data is in one place for access by both parties.
At the very least, companies need to conform to marketing regulations, including such Acts as TCPA (for mobile marketing) and CAN-SPAM (for email). These are laws that require customer consent for any marketing practices. These can severely limit the amount of interaction a marketing project can implement.
New laws are submitted and passed every day. It is not only in the States that they are enforced. International marketing is being scrutinized and restricted in other countries as well. Ensuring compliance with all of these laws can be a division all on its own.
Research for the last few years has shown when customers can decide when, where, and how marketers communicate with them, there is a reported 89 percent higher customer satisfaction rating. Alongside these statistics, when preference management strategies are effective, there is an 80 percent rise in campaign results, customer retention of information, and higher marketing return on investment.
With all of the benefits of well-managed marketing campaigns linked to up to date preference management, collecting meaningful data will continue to drive strategies.