Bad reputations inspire opt-outs

by Staff Marketing 13-Oct-05, 07:00

LONDON - The reputation of the UK's high-street banks has a direct effect on consumers' decision to opt out of receiving direct marketing from them.

The findings of a survey by the Opt-In Action Group, a joint venture between Tank! and the DMA, which involved 18 financial services organisations, reveal that the biggest influence is a company's past communications practices.

Opt-out rates range from 20% to 40%, with the worst at 60% and the best in single figures. Other variables, such as the age and size of a financial services group, do not have a significant impact.

The Opt-In Action Group was formed last year. The group's members account for a combined 75% of UK financial services' direct marketing spend.

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