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As a European directive implemented this month decrees that opt-in for e-marketing is now mandatory, marketers must now decide how best to maximise opt-in rates to ensure quality e-lists. The key is determining which customers represent a "soft opt-in" - those who, through previous communication, have already been served the relevant data protection details at time of data collection - and those who must be offered the opportunity to opt in from now on.

Set your objectives

First take a moment to consider what type of data you want to acquire and why. Opt-in legislation aims to protect an individual's privacy and to regulate how they are communicated with via e-mail or mobile. But, as with direct mail, well-targeted, well-designed e-mail marketing is key to acquiring loyal customers. The advantage of opt-in is that, once a customer has signed up, you know that they are a prospect worth pursuing.

Clarify your message

So, think a little about your objectives in order to develop a clear and concise message from the outset. Crucial from the start is letting your customers know exactly what they are opting into. If you are offering a specific product and you intend to collect data to be used for promotional purposes on other products, then the consumer should know this. Likewise, if you are intending to sell on lists to reputable third parties, again the consumer should be given the opportunity to agree to this at an early stage.

Test first

As with direct mail, so with e-mail. It's always worth investing time and resources at the outset of a campaign to ensure you are hitting the right market. Testing also offers the opportunity to gauge response to your creative. Different formats, such as setting up a prize draw, require observance of certain legislation regarding opt-in - and there are, of course, data protection rules that need to be adhered to. If no purchase is necessary to enter a prize draw, then state it clearly. If at any point your creative fails to meet these requirements there is no point rolling out, as you would be wasting the opportunity to acquire maximum opt-in names.

Good design

Simplicity is key. Speed and clarity are undoubtedly the reasons the digital world has been embraced so readily by consumers. A well-designed web site that understands the needs and preferences of your customers will encourage brand loyalty. No one wants to spend time wading through copious amounts of copy and form-filling in this digital age. Precise delivery of your message has been proven to increase response levels.

Evaluate the result

As with testing, evaluation is a key principle of direct marketing that shouldn't be ignored in e-marketing. Having developed a clear and concise message, you need to know who is responding and why - and, of course, the reasons why some are not. Armed with this knowledge it's possible to adjust messages accordingly and thus maximise opt-in rates.

Ongoing communication

Never before have we been given such a clear indication that consumers want to know about our products. However, it is absolutely crucial not to abuse the use of that information - collating opt-in details is merely the first step in developing a relationship with consumers. Evaluating what they want leads to the blossoming of that relationship.

At the end of the day, the key principles remain the same throughout marketing, be it direct or e-mail. Find out what your customers want and deliver it clearly and concisely - it works every time.

CASE STUDY: BLACK & DECKER

Power tool manufacturer Black & Decker has been involved in live research to ensure its digital registration techniques provide it with maximum opt-in rates.

Using sites hosted by Claritas Interactive, consumers were served with one of eight opt-ins to test the influence of copy, proposition, incentive and choice. Half the test cells led with a prize-draw proposition, the other half with a brand-specific call to register a recently purchased product.

In turn, these were divided into four further test cells, each with a different opt-in - from a simple yes/no tick box, through to more copy-heavy opt-ins, which gave consumers two, three and five tick-box choices.

The results show conclusively that consumers can be motivated to opt in when presented with a simple and specific approach. Of those who received an opt-in with limited choice and the least amount of copy, 51 per cent opted in to receive third-party offers, proving that immediacy and clarity are key to maximising opt-in rates. The research also showed that the majority of consumers are open to receiving commercial messages if the approach to acquiring the initial data and subsequent treatment are handled appropriately.

It was also clear that customer affinity, or an existing relationship with a brand, as opposed to a generic prize-draw offer, generated significant additional response.