Make a Renewed Commitment to Consumer Choice
1. Talk to consumers about the receipt of your catalog. Provide customers and prospects with a notice that they can modify the receipt of direct marketing solicitations from your company. Put that notice in every marketing solicitation you mail. Make the notice easy for consumers to find, read, understand and act on.
In its simplest form, the notice could read like this:
If you wish to receive fewer or no mail offers from us, go to our Web site at www.(your Web site).com/consumerchoice.
It could be more elaborately designed by your copywriters or have an environmental spin. But the bottom line is that the language you write in should convey that you care about your customers’ choices and are committed to act on them.
If customers or prospects say they want their names removed from your list, act on that quickly — and let them know you’ve done so. Eliminate the transfer of their personal information to other marketers at the same time.
If you exchange your list or rent it out to others, let people know this at least annually; give them the chance to prevent it.
2. Let them know you care about their safety. If you don’t take steps to make your customers feel comfortable doing business with you, they might not want to have anything to do with you. Address their fears straight on.
It’s not taboo — talk to them about identity theft and why they can feel safe shopping with you. Train your frontline customer service reps to address these common customer fears.
3. Disclose the source of their names. If consumers request it, tell them where you got their names. Train your customer service reps to handle this directly. And don’t make agreements with other list owners that prohibit you from disclosing them as the source.