Helping You Achieve Double-Digit Results with Direct Marketing
and Opt-In Marketing

Marketers must change the customer’s experience from unsolicited communications that are interruptive and annoying to solicited messages that arrive with the expectation of value. The Consensual Marketing Opt-In Process (CMO) is significantly more effective than traditional permission marketing; in fact, it is one of the most successful relationship marketing strategies.

Opt-In Marketing provides a quantum leap in the effectiveness and return on investment of relationship marketing strategies, because it involves customers in actively defining their unique relationship requirements and preference (versus passive acceptance of communications as in permission marketing). How does this work in practice?

IBM implemented ERDM’s Opt-In Process and achieved the following results:

$310,000,000 in incremental revenue

Goal: $50K incremental per account target
Achieved: $300K per account

90% member satisfaction achieved over six quarters

Premier Club highest overall level of satisfaction compared to 60% for all competitors

35% of members said they made purchases of IBM software products they would not have otherwise considered

Up from 28% and 15% in two prior surveys

28% increase in Opt-In membership in 12-months

Opt-Out less than 1% against total audience

For the full IBM case study go to the IBM Software Premiere Club Case Study.

Definition of The Consensual Marketing Opt–In Process:

The Consensual Marketing Opt-In Process enables companies to offer a compelling value proposition that encourages customers to participate in a dialogue through which they define their unique relationship requirements and preferences. As a result of this dialogue, customers populate the Consensual Database with uniquely detailed and accurate information.

Major Difference versus "Permission Marketing"

CMO Involves Customers in:

Defining their unique relationship requirements
Providing uniquely detailed database information.

The Consensual Marketing Opt-In Process responds to the unique relationship requirements of individual customers by understanding:

How their decision–making process works
Who is involved, i.e., Decision Makers and Influencers
Their specific roles
Their information / timing needs
Media preferences and aversions.

The Consensual Marketing Opt-In Process requires a fundamental rethinking of relationship marketing strategies and of how we value a customer relationship. Consensual marketing assumes a change in business metrics from short-term quotas and sales to life-time value and customer satisfaction tracking.

We Must Give Up "Spray & Pray" Marketing Practices.

Therefore, we must change the customer’s experience from unsolicited communications that are interruptive and annoying to solicited messages that arrive with the expectation of value. This is a true Consensual Dialogue.

Relationship Marketing Programs

Helping You Achieve Double-Digit Results with Direct Marketing and Opt-In Marketing

Helping You Achieve Double-Digit Results with Direct Marketing
and Opt-In Marketing