STUDY: Switch to opt-out would damage email marketing
In a study of 600 marketers and managing directors, online CRM consulting and technology provider artegic AG investigated the views of companies regarding the current discussion around opt-in procedures in email marketing. A clear favourite was the double opt-in procedure where a recipient confirms his registration via a click in an email triggered by the registration. In addition to benefits concerning the legal security through proof of consent, this procedure also has a positive effect on the data quality. 92% of respondents say that the double opt-in procedure has a positive effect on the address quality in email marketing. In total, the double opt-in procedure is currently used by 74.1% of the companies surveyed. 17.3% focus on single opt-in, 8.6% even on opt-out, i.e. the registration without explicit consent with the option to unregister if desired. Interesting fact: Although most companies generally see a change from double opt-in to opt-out as damaging for the medium email marketing (60%) and even for the email (72.2%) and the consumers (76.6%), 25.9% would like to use opt-out if the legal requirements allowed it. It remains unclear in how far the opt-out procedure alone would be suitable in email marketing. For 41% it would be an appropriate procedure. 45.2% however, see it as unsuitable.
"The study demonstrates that most marketers are aware of the effects different procedures have on certain aspects, such as the data quality. Nevertheless, the findings show a split picture. Even though a large proportion of respondents view the switch from double opt-in to opt-out - which is currently being discussed in Brussels - as damaging for the channel email marketing, a significant proportion (41%) see it as a suitable procedure", resumes Stefan Mies, Senior Marketing Manager at artegic AG.
"The double opt-in procedure has proven itself in practice and is expected by our WEB.DE and GMX users. At the same time, advertising customers can ensure a high address quality. The procedure is therefore an important pre-requisite for high-quality direct communication between companies and users. We assume that a change would have negative effects on the entire communication via email, explicitly the delivery rate" says Rasmus Griese, CEO at United Internet Dialog.
Download the complete study for free
Background of the research is the current debate around the planned European General Data Protection Regulation. It is being discussed whether the verification process in digital dialogue marketing should be relaxed from double opt-in to opt-out. The aim of the study is to investigate the effects of this switch. We have questioned almost 600 marketers. The complete study can be downloaded for free at https://www.artegic.com/doi-study
artegic AG supports companies in the construction of loyal and profitable B-to-B and B-to-C customer relations via online channels. Our service portfolio includes strategic consulting, technologies and business services for online CRM and dialogue marketing via email, mobile and social media.
With the online CRM technology ELAINE FIVE, artegic offers a unique high-performance solution for the comprehensive realisation of campaigns, as well as marketing automation based on self-sharpening analytical customer profiles. artegic received the eco Internet Award for its trend-setting implementation of data privacy requirements.
Internationally, each month, approximately 2.7 billion emails, SMS and social media messages are sent via ELAINE FIVE. As an associated company of the Fraunhofer Gesellschaft, artegic draws on the know-how of the latter, as well as the expertise from long-standing best practice with renowned clients, such as BMW, PAYBACK, ASUS, CANYON, HYUNDAI and Ticketmaster.
artegic is certified company-wide by TÜV Rheinland, according to the international standard for IT and Data Decurity ISO/IEC 27001.
Mr. Sebastian Pieper
Tel: +49(0)228 22 77 97-0
Fax: +49(0)228 22 77 97-900
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