Case study for the use of data: opt-ins

Media companies interact with customers across numerous channels, including newsletters, offers, and product promotions. This creates a complex landscape of customer permissions and preferences, which can be challenging to manage effectively.

For example, a customer may have subscribed to a sports magazine but opted out of receiving soccer-related newsletters after participating in a local soccer club competition. It is crucial to maintain accurate and up-to-date records of these individual preferences across all communication channel.

Failing to respect customer preferences can have serious consequences. Sending unwanted communications not only irritates customers and erodes trust but also damages the company's reputation. This can lead to increased unsubscribe rates, customer churn, and negative brand perception.

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As a media company, there are many ways to interact with your own customers. This includes various newsletters, offers or product offers — you communicate with potential or existing customers on various channels.

At any of these touchpoints, customers can give or withdraw permission to be contacted.

An example: A customer took part in a competition organized by the local soccer club and subscribed to an online magazine about sports. As a result of the competition, the customer receives a newsletter about soccer. But he is now withdrawing this permission. However, he has continued to subscribe to the online magazine.

For many companies, this diversification between the various opt-ins is a major problem. However, “overlooking” these opt-ins causes damage to the customer's reputation. They do not feel taken seriously and are quickly annoyed by newsletters, which continue to be delivered even though they are unsubscribed from them. This can have a significant impact on the overall image of the brand.

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The solution to this problem is called profiling. Technically, you can aggregate the status of the customer on a customer data platform. As a result, you can always see exactly what you can and can't, which newsletters and messages can be sent, and where the customer can be targeted. This makes the customer feel understood because you consider what they want from the publisher. Alternative solutions for this profiling include manual comparisons. These too often cause discrepancies and very high costs.

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