Optimizing Opt-In/Opt-Out Approaches

Opt-out policies are the prevailing strategy for US B2B communications and demand creation tactics; opt-in policies often govern marketers outside the US, but they too grapple with the challenges of list fatigue and maintaining relevance. Whether you are living with a policy that allows prospects to opt out if they no longer wish to hear from you or asks them to opt in so that a dialogue can continue, challenges abound. In this report, we review how marketers use these approaches and what elements must be in place to make each successful.