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Helping You Achieve Double-Digit Results with Direct Marketing
and Opt-In Marketing
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. 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?
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IBM implemented ERDM’s Consensual Marketing Opt-In Process and achieved the following results:
- 80% increase in sales over the control group
- 75% decrease in marketing waste
- 841% increase in qualified response
- 82% conversion from responses to qualified leads
- 6-point increase in customer satisfaction
- 17% of the market in pre-sales activity versus 8% previously
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For the full IBM case study and “how-to information” for testing the ERDM's sophisticated Direct Marketing in your company, go to CRM Case Studies and read "Using Options Wisely: How IBM Generated Almost $600 Million Through Opt-In Marketing".
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"
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CMO Involves Customers in:
- Defining their unique relationship requirements
- Providing uniquely detailed database information.
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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.
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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.
To learn more, go to CRM Case Studies and read in-depth Opt-in Consensual Marketing Case Studies. Also go to Our Books and read the first chapter of Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing.
Contact Us for a complimentary consultation to discuss your needs and how the Consensual Marketing / Opt-In Process (CMO) may satisfy them.
CRM Strategies | CRM Best Practices
Contact Us for a complimentary consultation to discuss your needs and how the 3-Step Marketing Process®can solve them.
Customer Relationship Marketing | Creating Integrated Marketing Solutions | Business Market Research & Consumer Market Research | Customer Relationship Management Solutions |
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