What Is The Importance Of An Opt-Down Strategy?

Type: Videos
Topic: Preference Mgmt

Summary

According to Eric Tejeda, Head of Marketing, and Eric Holtzclaw, Chief Strategist for PossibleNOW, implementing an opt-down strategy is one of the most impactful ways to reduce opt-outs from customer communications. By offering customers the option to adjust their preferences rather than fully opting out, companies can retain engagement with nearly 60% or more of their audience.

This approach is often the first recommendation for companies aiming to reduce attrition rates in their communication channels, even before fully establishing a preference center or other collection mechanisms. However, to implement an opt-down strategy effectively, businesses need a solid understanding of the broader mechanics of preference management. It’s not a standalone tactic; rather, it’s part of a comprehensive strategy that aligns with the overall preference management system.

By starting with an opt-down approach, companies can quickly see the benefits, preserving the relationship with customers who might otherwise unsubscribe entirely. As Eric Holtzclaw emphasized, retaining 60% of customers is a much better outcome than losing 100%—a compelling reason to prioritize this strategy in early preference management efforts.

About PossibleNOW

PossibleNOW is the pioneer and leader in customer consent, preference, and regulatory compliance solutions. We leverage our MyPreferences technology, processes, and services to enable relevant, trusted, and compliant customer interactions. Our platform empowers the collection, centralization, and distribution of customer communication consent and preferences across the
enterprise. DNCSolution addresses Do Not Contact regulations such as TCPA, CAN-SPAM and CASL, allowing companies to adhere to DNC requirements, backed by our 100% compliance guarantee.

PossibleNOW’s strategic consultants take a holistic approach, leveraging years of experience when creating strategic roadmaps, planning technology deployments, and designing customer interfaces. PossibleNOW is purpose-built to help large, complex organizations improve customer experiences and loyalty while mitigating compliance risk.