Understanding Direct Marketing Objectors

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We talked to consumers that had opted out of marketing from their energy supplier to understand how Direct Marketing Objectors (DMOs);

  • Engage in the energy market and identify potential barriers to further engagement;

  • To explore the reasons why they opted out of marketing and capture their attitudes to marketing (i.e. how they feel about marketing communications and what counts as marketing for them);

  • To gain insight in to the customer experience of the opt out process;

  • And establish how well existing prompts to engage would work for this audience and the need for different messages, formats or channels.