A limited scope of engagement for an initial preference management project allows enterprises to build a simple, gradual case for additional investment. By streamlining metrics, something as simple as an opt-down, instead of an opt-out, can prove immense value in a mere 90 days. A powerful business case is within reach if you follow a few actionable steps in order to track and demonstrate ROI.
First, have a clearly outlined initial implementation – that means a limited scope and a clear benchmark, even as simple as converting opt-outs to opt-ins. Next, you'll want to work from a reasonable timetable in order to manage expectations while allowing time to demonstrate value. Third, come to the table with the proper assessment – a detailed "before" picture will help you work from the current state of affairs. Once the program is in place, check in frequently for progress or course-corrections – often you'll be working with internal departments who wouldn't otherwise communicate with each other. Next, translate preference collection to bottom-line value by assessing opportunity costs of opt-outs and therefore the value for a targeted opt-in. Finally, use these assessments to explain the bigger picture in order to champion the efforts and successes of preference management.
By the time you've run a first preference management project by properly preparing, managing a gradual growth as well as centralizing data, proving ROI should be easier. Enterprises ready for greater preference management expansions will be on the right track to listen and learn from consumers.
In the following weeks, we'll continue to roll out videos to guide you through the implementation of preference management. If you haven't yet explored our Resource Center, you can download the Implementation of Preference Management whitepaper here.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.
With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.