Why Opt-Out Is Sometimes Good - Member Messaging

From a pure business point of view, you want as many members/clients/prospects to opt-in as possible, so that you can reach the most people with your marketing/motivational messages and maintain or improve members’ retention.

However, the analyst will welcome a few opt-outs as this provides a control group to compare the effect of messages being sent.

Don’t Offer Opt-In - Member Messaging

A few clubs we know don’t give their members the choice to opt-in or out of communications as they join.

Whether online or in club, member’s details are recorded, with address, e-mail and mobile as mandatory fields. They are told briefly about the communication journey that they will receive as new members, which sounds very attractive and valued.

Get More Members to Opt-in - Member Messaging

We’ve explored the value of data and collecting mobile numbers and e-mail addresses previously. Budget clubs are much better at acquiring good data with fulfilment rates close to 100% due to their online joining and confirmation process.

But even fulfilment rates of 100% are no good if half of those members opt-out of receiving communications. It is important to ask members’ permission, and there are good and bad ways of doing it.