DM p46 Letters Feb09.qxp 28/01/2009 14:24 Page 46
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ER opt out a real issue
The Editor,
Congratulations DM
Database Marketing,
55 North Ltd,
I
f they are not already facing them, marketers are
set to be confronted with an increasingly thorny T
he results of the Direct Marketing Commission’s
first Quarterly Complaints Index, reporting and
Waterloo Chambers, problem as Electoral Roll opt out levels continue to analysing complaints it received between September
19 Waterloo St,
increase to significant proportions in some Councils. and December 2008, reveals an exceptionally high
Glasgow G2 6AY.
The ‘2009 Regional Electoral Roll Opt Out Report’ industry willingness for compliance with self-regula-
T: 0845 686 0125
reveals quite dramatic disparities between councils tory rules in the last quarter of 2008.
F: 0845 686 0249
E: abegley@55north.com
with the overall opt out reach at 43.8%. Some 32.3% Top line figures include 89% of complaints being
Please include a full
of all councils have more than half or their residents resolved informally without the need for formal
postal address with opting out, a major increase on the 22.9% in 2008. action by the Commission – great news for the sector.
emails. The editor
Additionally, 13.% of all councils have opt out The results reveal something that those of us in the
reserves the right to
rates in excess of 60%, up from 7.8% in 2008. business of self-regulation have realised for some
edit letters for length
These regional differentiations will provide yet time: the vast majority of the DM industry enjoys an
and clarity.
another profound blow to businesses that are endeav- extremely high level of compliance. In our experi-
ouring to drive business by targeting localised mar- ence, despite the negative press that the industry
keting campaigns around stores, branches and dealer- sometimes receives, the great majority of companies
ships. Where opt out rates are at their highest it is don’t want to mislead the public. Most are keen to
inevitable marketers will have to look to sources of provide a high quality of service and recognise the
data other than the Edited Electoral Roll to top up commercial benefits. We’re encouraged by these
their acquisition campaigns. results and hope they’ll be maintained.
Mike Green, chief executive, Callcredit Matti Alderson, chairman, Direct Marketing
Information Group Commission
Where are we heading in 2009?
I
read with great interest your feature where a needs will lead to an increase in Master Data
industry experts predicted what 2009 might be Management and Single Customer View initiatives.
like for the industry (‘What’s in store for 2009?’, The role of social networking sites will continue
Database Marketing, January) and thought that I’d to evolve and impact on sales and marketing depart-
add one or two points to the comments I made. ments but all told, the economy is going to get
Key for 2009 will be upping the value in a down worse before it gets better.
economy. Organisations will have budgets cut or With the government financially bailing out
frozen and will make do with what they have. industries such as financial services, compliance and
Everyone will need to understand the value of their regulations will be brought to the forefront as tax
assets, leading to initiatives which sweat all the payers feel the need to know what is going on with
assets. This will be especially true of those which their money.
appear to have no tangible value, but do such as the As with cutting costs, all industries will investi-
data locked up in various applications. gate ways to save money which will include elimi-
With both B2B and consumer markets spending nating waste and therefore impact green issues. This
less, companies are going to have to work harder at may be waste associated with utilities; leaving lights
delivering value to serve their customers right. on, heating on when windows are open or recy-
Those who adapt to better serve their customers and cling; paper, cartridges.
who know their market through better data will It’s going to be another busy year.
deliver the value discerning customers demand.
This need for a better understanding of customer Martin Doyle, managing director, DQ Global
Not all are created equal
Data Management redefined
w: www.ukchanges.com/online e: online@ukchanges.com t: 01926 626300
46 Database Marketing February 2009 www.dmarket.co.uk
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