Email Thursday – Email Preference Center

By Optimized Email Marketing Team


It’s a new year which means new beginnings! The time is now to implement that perfect preference center that you’ve thought about over this past year. And the good news is that it’s a lot easier than you think!

First, let’s remind ourselves the importance of a preference center. People love being in control! A preference center gives your subscribers the keys to the car. They are able to determine the types of messages they want from you and how often they would like to receive them. Having these consumer preferences stored allows you as a marketer to deliver relevant messages overflowing with value!

There are four main ingredients that will bake your preference center to perfection! #1. Don’t require too much information upfront. The last thing you want to do is deter your subscriber from providing their valuable preferences. Kick- off the relationship with basic details like name and email address. Give them the feeling that they will have the opportunity to set optional detailed preferences at any point in time.

#2. Be clear and concise when describing your email program options. Make it as easy as possible for subscribes to understand the different types of value your e-mail program offers whether that be exclusive promotions or product sneak peeks. Take things further by briefly explaining how this data will benefit the subscriber. Consider including content examples of each message type, so the consumer can truly understand what they will receive.

Now, you don’t want to get too crazy with the frequency options you offer because it can prevent consumers from receiving behavioral based triggers that tend to generate solid results. BUT, in the event the consumer really isn’t interested in unsubscribing but would rather receive less e-mail, the option should be their. Consider offering a frequency option which allows consumers to only be e-mailed 1-2 times per week.

And lastly #4. Focus your attention on making your preference center incredibly easy to use. Be clear with options for subscription, how to modify subscriptions and how to unsubscribe from various categories of email messages.

So there you have it a magical preference center that puts your subscriber in the drivers seat which in turn will yield higher-quality results!