The group, which is concerned at the rise in consumer opt-outs, will launch on April 27 at The Media Centre in Great Titchfield Street, London, to discuss ways of measuring opt-out performance and benchmark how a company compares with its direct competitors, other industry sectors and to national opt-out rates.
The two groups will look at the highest percentage of opt-outs and establish trends across that the industry. Part of the action group's work will be to address the reasons why an increasing number of consumers are opting-out and provide guidance on how to reduce opt-out levels.
Sean Larrangton-White, founder of Tank!, said: "The Opt-In Action Group offers a practical and low-cost remedy to a trend that is threatening most companies' best source of profit -- existing customers. This project addresses a real and burning client-side need and is vital if we are to tackle the growing number of consumers who are deciding to opt out of receiving direct marketing messages."
Additional services offered by the group include a newsletter every three months looking at case histories, a forum every six months and tailored briefings for CEOs and marketing directors.
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