Posted in Marketing and Strategy Terms, Total Reads: 309
Definition: Opt Out
Opt out refers to methods by which individuals can avoid receiving unsolicited product or service information. The ability is generally connected to direct marketing campaigns like telemarketing, e-mail marketing, or direct mail.
In order to market their goods and services the company and its sales executives look for leads and potential customers, and create a database of contact number, email addresses, and other relevant information.
In order to make the customer purchase the sales executives send direct mails to their email ids while some call directly to their contact number or mail the company letters to their address.
The customer has the power to either solicit this activity by encouraging the calls and buying goods and services or they can opt out if they find it to be a breach of privacy or personal space or waste of their time. Certain governments have provisions wherein the people can inform the particular department of the government that they wouldn’t want any such sharing of information or purchase of goods to create a list of opted out people who shall not be contacted.
Generally, companies have their own opt out lists which are created using their customers’ response. Direct mails have provisions to unsubscribe a particular thread or the person can send a reply seeking to stop receiving the mails. Similarly, people can inform the customer care or the executive calling to make the sale if they would not want to receive a call in the future. This helps the company create an opted out list of its own in order to ensure they contact only the interested customers and do not disturb or cause any inconvenience to others, which might have caused a negative image if the direct mails or calls continued despite showing their displeasure.
In UK a list of those people who have opted out is called a Robinson List.