Have you set up your Email Preference center yet?
Most marketers look at the concept of an email preference center as an unnecessary part of their email marketing activities, and frankly some view it as a waste of resources. But in our privacy-conscious world, and contrary to what many people think, a Preference Center can give you peace of mind. Without these centers, marketers cannot get a self-reported and even comprehensive set of insights and information on their targeted customers. Nor can they identify if they are interested in their products, newsletter, periodic updates content, or other offers.
Here are a few things about email preference centers that can help you to move forward with one – what it is, how it works and how an email preference center can help boost the performance of your email marketing campaigns. In short: a simple way to improve your long-term client relationships.
First things first: Define the email preference center
An email preference center, or a subscription center, should be the first part of an email registration process, because of the unobtrusive way it can help collect information from your targeted customers.
It is a check point where email subscribers can update data about themselves, including their own preferences in receiving emails. By offering this kind of choice, you enable your subscribers to take control over the type of content and information they want to receive from you. Also, they are given choices to decide their preferred frequency in which they want to receive mails and how many mails they want to receive. That will give marketers with useful insights about their prospects, which they can use to personalize campaigns and customize messages, based on subscribers’ preferences, leaving overall powerful impacts on their email campaigns.
For an in-depth look at how an email preference center can benefit and empower your ongoing email campaigns, scroll down and check out these bullets on the advantages of setting up an email preference center.
Benefits of email preference center
1. Lessen incidences of unsubscribes and spam reports:
Often marketers have no idea why their subscribers choose to unsubscribe from their email lists – but with an email preference center, they can collect information on why prospects are unsubscribing from their campaigns. In addition to that, an email preference center also helps marketers by giving alternatives to their subscribers who are contemplating unsubscribing, giving them reasons to keep the relationship at least somewhat intact.
Broadly speaking, there are three things your subscribers do to exclude themselves from your email list and these are
- unsubscribing from the list
- managing their email preferences
- reporting your email address as spam.
With an email preference center, and a “manage your preferences” option, you take a powerful pre-emptive step so that they are far away from clicking the ‘Report as spam’ button. That option to regulate how many or frequently they will receive your communications, and the type of content and information they want to receive, is powerful preventive medicine.
2. Showcase your email offerings:
Another major benefit of having an email preference center is to be able to showcase marketers’ email offers and content. If you have multiple email lists, then take advantage of an email preference center to make your subscribers aware of your multiple email lists. Email preference centers not only allow subscribers to unsubscribe but also, choose the email lists they are interested in to get periodic updates and newsletters. Thus, they can select their preferred and most relevant email list and communications.
Here one thing you need to make sure of: you must have adequate content ready for every email list you have created to maintain a steady flow of good quantity and quality of content for your subscribers. For example, if your subscribers prefer tips and tricks or DIY type of content, make sure you have enough relevant content of that type. Similarly, if you let them choose lists by their professional profile, roles or industry, your content inventory must feed them with relevant content useful for those profiles and industries.
3. Get help in segmentation:
Email preference centers are of great help in segmenting prospects and targeted customers. These centers free marketers from doing the guesswork for their email marketing campaigns by enabling them to give their subscribers choices and personalize campaigns based on their insights on their preferences.
Based on subscribers’ email preferences, it becomes easier to accurately segment them and deliver personalized campaigns to keep subscribers engaged and take actions as stated by CTA. For example, you can create email preference center similar to Groupon which has categorized their centers based on multiple factors that are location, notifications, and types of deals.
Other factors that you can consider for creating email preference center and delivering personalized emails can be –
Type of messages:
Use email preference center to allow your subscribers to self-select their choice of content they want to receive and engage with. By this, we mean that let your subscribers choose topics of content, offers that attract them the most, type of news and their choice of new product updates which will bring them closer to your product and service lineup. Thus, you can target better with an email preference center by sending them customized promotions and product announcements and in return, you will decrease high attrition rates of your subscribers.
Build an email preference center which gives you the ability to regulate the frequency with which your subscribers want to receive emails from you. That way, you can reduce the risks that your subscribers will become annoyed with too many emails and eventually unsubscribe from the list.
If they have a choice to set frequency, they can now receive emails at their preferred intervals. In the same way, you can use their frequency choice information to set the right timing and automate campaigns accordingly. This insight about frequency can help you determine how many emails they want to receive as double assurance that they won’t hit the “unsubscribe” button down the road.
An email preference center will also allow your subscribers to set their preferred channel through which they want to receive content, engage with your brand, and communicate with your campaigns, letting them self-select from various channels such as, websites, email campaigns, social media channels, mobile, paid ads etc.
This way, you can not only reduce bounce rates and complaints about your campaigns, but you can improve engagement rates, email deliverability, and sender reputation with most Internet Service Providers.
Email experts repeatedly recommend this email best practice which is to allow subscribers to choose desired format of emails. And it is another major benefit of email preference center that it lets prospects to choose if they want to receive emails in their preferred version such as, mobile, HTML or text. Thus, you can deliver emails to your subscribers in their preferred readable format and increase engagement with your emails.
These email preference centers or subscription centers are extremely beneficial for both subscribers and marketers, also by easing the address update process with the email list. For many reasons, subscribers may want to change their address whether they have relocated, changed of jobs, etc. An email preference center allows updating their contact address, without much difficulty. This can include information such as physical residential address, email address, home phone numbers, work phone numbers and mobile numbers. It greatly helps marketers to stay updated of their prospects and marketers contact details effortlessly.
An email preference center is imperative to enhance your personalization, relevance, email deliverability, and engagement. As well, it will decrease bounce rates, unsubscribe rates, spam reports, complaints and the possibility that you will get stuck with a negative sender reputation.
Now, the question is what type of email preference centers do your email marketing campaigns require? Find out which kind of email preference centers you need, how to create and dos and don’ts to remember while building here – Types of Email Preference Center – Dos and Don’ts of Subscription Centers.
If you’d like some expert professional guidance and assistance to set up a Preference Center, let us know. Call us at (408) 502 6765 or connect and chat with us via social channels Facebook, Twitter, and LinkedIn – we have it all you need.