Qbase Launch Permission Marketing

Each stage of a Direct Marketing campaign requires specific attention in order to comply with the new PAS 2020 Standard. One of the stages, which is perhaps for many, the last link in the chain, is Unsubscribe. The Unsubscribe feature is a key part of PAS 2020 as it ensures that communication remains relevant and, where it is not wanted, can easily be suppressed from future campaigns thus avoiding unnecessary waste.

Operating Unsubscribe well will achieve positive results across 3 key business goals all focused around reducing waste - Efficiency: waste reduction minimises costs; Effectiveness: greater focus increases campaign performance; and Environmental: meeting CSR obligations.

PAS 2020 demands that all businesses must, as a minimum, provide an unsubscribe option in ALL prospect or customer communication - this enables the recipients to register their desire not to receive further communication.

PAS 2020 provides a 'stepped' approach for implementation. Three levels of achievement are presented to enable businesses to select the best or most appropriate compliance for their campaigns and the level of sophistication required for their Direct Marketing activity. Plus a phased implementation across its key areas is possible, which is key to allowing the business to adapt over time.

To achieve best practice for your business, simple steps to approach the Unsubscribe element can be considered.

Qbase works closely with clients to provide all of the PAS 2020 compliant levels of service, tailored to suit each client's need.

The highest expertise from Qbase on the following steps is accessible to any individual or company large or small in order to make the transition to sustainable marketing of the future:

On-line registration

A service with a secure and independent framework is essential at the first step of registration. Protecting data at the beginning of it's life is just as important at any other time.

Qbase's experience in developing online registrations systems to suit client needs, which provide an Unsubscribe option at the base level, in turn allow the customer or prospect to opt out of future communication immediately and take control of the communication channel themselves.

Data integrity

Trust in the provision of data is important. Qbase can effectively provide the individuals name and address to ensure immediate suppression from future communication is possible (at company or brand/product level).

Qbase can take data, clean it, maintain it, while allowing the client access to it at every step. Trust in the quality of data is essential to achieving the PAS 2020 standard, knowing the data you use for Direct Marketing campaigns is correct is a weight off an environmentally conscious mind.

Communication preference selection

Developing a marketing preference selection for customers of the desired medium for future communication ensures trust in a brand. While one individual may not want to be communicated with through their letter box, they may be happy to receive emails or telephone calls.

Qbase develop preference marketing elements which ask for such information at the point of registration, after all the risk of losing a customer by communicating with them in the wrong or undesired way is too large.

Unsubscribe timeline

Registration of the length of time of Unsubscribe is a necessity to achieve PAS 2020 but it should be seen as a key element for any Direct Marketer as it enables a re-connection point in the future.

A prospect who has an interest in an organisation, but not yet active, could become a customer in the near future and by offering an Unsubscribe timeline, this ensures they are not lost.

Data access

Perhaps one of the most timely elements of PAS 2020 is ensuring data marked as Unsubscribe is suppressed within the 30 day timeframe mandated in the Standard. Efficiency in accessing data for suppression is essential which is Qbase's forte.

Data is accessible every step of the way allowing clients to plan suppression activity to fit it's needs, not when it is forced to.

Implementing PAS 2020

As companies progress through the PAS 2020 implementation and make the switch to a sustainable marketing future, Qbase can work together with you to understand the demands of environmental legislation and achieve best practice: full audit capability and certification can be provided to validate PAS 2020 compliance.

For more information, please contact Richard Payne-Gill.