We ask our members to indicate why they are opting out of the delivery of direct mail every time they make an opt-out request. The default answer to this question is "prefer not to answer". Well, most people prefer to indicate their reason and on average the answers are clear. It is about the paper, irrelevance and the internet.
Based on 8.5 million responses recorded since the survey question was add in 2008, the results are:
The results imply that it is often about the paper, not the brand. More than half of the opt-out reasons imply that the individual still likes the brand, they just don't want the paper and they prefer to go online to look for the products and services. The 38% of choices that are made because the person has no interest in the company's product or services is a win for everyone. The company gets valuable feedback from the person and they can redirect their marketing resources towards more relevant customers.
The question remains, for millions of Americans who prefer to work online and don't want the paper, what is the best alternative for companies to let you know about their products and services?