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ER opt-out rates fall for second consecutive year
Electoral Roll opt-out rates have fallen for the second year in a row, according to a new report from direct marketing services and credit data agency Callcredit Information Group. With 99% of UK councils’ electoral rolls now received, the ‘2012 Regional Electoral Opt-Out Report’ for the 2012 canvas shows that 4.7% fewer people opted out of the edited electoral roll compared to last year.
Despite this, opt-out rates
remain very high and there are still dramatic disparities between local authorities. Callcredit has carried out further analysis of demographics to create a profile of a typical ‘opt-out’ individual, revealing that they are more likely than usual to be single, wealthy, middle-aged and financially astute, among other characteristics.
PCA adds Sage CRM extension
Address data specialist Postcode Anywhere has unveiled a new international address auto- complete application for Sage CRM. The free-to-download extension uses rapid postal code look-up, combined with auto- suggest technology which completes address fields as the user types.
The appliction makes it possible to enter full and validated UK or international contact addresses up to 80% faster in Sage CRM. Postcode Anywhere Sales
Director, Phil Rothwell said: “The new extension takes the legwork out of international addresses. By entering a postal code or typing the first few characters of the address, users can capture accurate and correctly formatted addresses in their CRM.”
The report highlights the following key findings:
l 30% of councils have seen more than half of their residents opting out, compared to 42% in 2011. The majority of councils have opt- out rates between 20% and 60%.
l 9% of councils have opt-out rates in excess of 60%, a significant fall compared to 16% in 2011.
l Vale of Glamorgan has the highest opt-out rate at 91.9% – an increase of 55% on last year.
l Only two councils, both in Scotland, have opt-out rates below 10%.
Chris Savage, Managing Director of Callcredit Information Group – Marketing Solutions division, said:
“The drop in the number of people choosing to opt out of the edited electoral roll is good news for marketers, particularly in difficult trading conditions, but nevertheless, four in 10 UK adults are unavailable for marketing through electoral roll records alone. “There are also big disparities
across different local authority areas, some of which have seen significant rises in their opt-out figures this year – particularly in Vale of Glamorgan, which has experienced a 55% increase.
“It is vital that marketers understand which areas are most affected and tailor their marketing strategies accordingly, particularly as some of those opting out are likely to have some significant spending power.”
Alterian snapped up by SDL
SDL, a leading provider of Global Information Management (GIM) solutions, has completed the acquisition of Alterian, the leader in marketing analytics, social media monitoring and campaign management, for a net cash consideration of £69.7 million. SDL is a publicly traded provider
of software and services for managing content and language translation with $300m annual revenues and over 2000 employees in 60 offices across 35 countries. The company believes the addition of Alterian’s integrated marketing platform capability will bring strong synergies and enhancements to SDL’s GIM strategy that helps global businesses engage with customers in the language, the media and at the moment they choose. The SDL board sees the acquisitionas “an excellent strategic fit” in combining the marketing analytics, campaign management and social media capabilities from
the Alterian product suite with that of SDL’s global web content management, eCommerce and structured content capabilities. Mark Lancaster, Executive Chairman of SDL commented: “Understanding what your customers are interested in by analysing what they are looking at, and for how long, is key in developing your web and customer engagement strategy. We already have best-of-breed web content management technology, user guidance content management technology and language technology. Adding Alterian’s marketing analytics, social media and campaign management technology will provide customers with a superb integrated solution for managing customer engagement and improving customer experience. We are very pleased to have completed this acquisition and look forward to working with Alterian employees, partners and customers.”
The Software & Information Industry Association has named on-demand Revenue Performance Management solutions provider Eloqua as the winner of the 2012 CODiE Award for “Best Sales and Marketing Intelligence” for the company’s Revenue Suite solution. Eloqua Revenue Suite provides a set of applications and tools that help define revenue cycle stages, and dashboards for tracking the health of an integrated sales and marketing pipeline. With intuitive charts and graphs, businesses can measure the conversion, velocity, reach, value and return across the entire revenue cycle.
G2 CLOUD PARTNERSHIP G2 Joshua has partnered with best-in-class real-time data and analytics company – Consumer Cloud. The deal is a further step to fulfil the agency’s promise to ensure clients are in touch with consumer behaviour in an ever more digitally driven world. The relationship means G2 Joshua can offer its clients an enhanced data management and planning service providing access to a large prospect datapool. Additionally it enables access to online lifestyle data variables, which can be appended to customer data giving a more holistic view of the consumer both off and, more crucially, online.
ADESTRA CHARTER Adestra has become the first Email Service Provider in the UK to launch a Customer Charter which details the standards of service it aims to provide clients and shows the best channels for communication with the management and support teams. The Charter differentiates the company from others in the email marketing sector, it says, and reflects Adestra’s approach of taking a more holistic, customer-centred approach by formalising the commitment to service levels, which is based on continual improvement.
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