3 Benefits of Email Preference Center Will Make You Want to Start Now

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.

Frequency options:

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.

Preferred channels:

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.

Address update:

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.

Why Upgrade to Marketing Automation?

Where do exactly email service providers fall short? Where do marketers need to upgrade to a more robust marketing platform? We have outlined some of the factors that may require you to upgrade to marketing automation.

What makes an email marketing campaign most engaging?


There are five factors that determine engagement level of email marketing campaigns and successful – these include:

1. Email must be made a credible communication:

Your email communications must be able to meet your subscribers’ expectations and relate their with your products/services – and consistency is the key in meeting subscribers’ needs and preferences.

2. Relevant communications

Only relevant email marketing campaigns will keep your audience hooked to your mails and increase their interest to open mails every time you trigger. So you need to inevitably deliver the right message or content, at the right time, to right audience, tailored to their interests.

3. More conversational, less promotional

Conversational email messages entice and engage customers more than batch and blast email marketing campaigns. Conversational messages strike a chord with the targeted prospects and buyers who find these emails more personalized and less promotional. That’s why marketers need to build their campaigns around the kind of conversational, personalized engagement programs than the typical kinds of batch and blast campaigns that email service providers (ESPs) and vendors offer. These lack the functionalities to enable marketers to initiate one-to-one communication. Though ESPs allow customization, two-way communications with consumers are not easy (and frequently not enabled) with these email marketing services.

4. Multi-channel communication

Make sure your emails are not standalone assets but, well-synced to other channels of communications, such as landing pages, web ads, social channels, banner ads and other channels and other mode of your interactions with your prospects and buyers. With prospects and buyers exploring diverse channels to seek information before they make a purchase, marketers also need to integrate cross-channel interactions with their email communications – traditional email service providers enable only a small level of integration with social channels, but all fail to integrate comprehensive cross-channel marketing communications.

5. In-depth insights

Make sure you have the right metrics in place to monitor and measure performance and effectiveness of email marketing campaigns. Many email service providers tie their comprehensive analytics and measurable metrics to expensive packages that most marketers cannot make use of these must-haves of email campaign musts.

On the other hand …

There are other reasons why vendors fail to create engaging email campaigns include their failure to deliver relevant solutions. Though ESPs may take into account the demographics of your targeted audience, they often overlook buyers’ behaviors and actions when they engage with information, any site or any offline sources. In that way, email service providers fail to connect, engage and establish relations with either new or existing customers.

This lack of automation functionalities is another limitation of email service providers which lead marketers to upgrade to email marketing automation platform. For example, for an event follow-up campaign with email service providers, you need to create two different campaigns, subscribers who attended and who have not attended by manually gathering information, since ESPs do not accumulate such data and send two different mails for both types of subscribers.

With so much valuable time wasted, why not repurpose it and use it to create fresh new strategies and content to engage those who have not attended your events?

So, what do you get with marketing automation?

Marketing automation platforms enable different types of email marketing campaigns, whether batch and blast, personalized campaigns, or real-time campaigns. The wide range of email marketing functionalities of marketing automation that ESPs do not offer include online forms, behavior tracking, social marketing, customer retention, landing pages, event management, campaign management, analytics, CRM integration, cross-selling and upselling, lead generation, lead scoring, lead management, relationship marketing and many more.

Additionally, marketing automation saves time and resources with automated and timely delivery by cutting down manual processes. The improved customer engagement combined with relevant content and messaging really helps accelerate revenue growth.

Need more reasons why upgrade to marketing automation from email service providers?

Here are four reasons:

1. Behavioral Targeting:

Behavioral Targeting is a must, to conduct more relevant email marketing campaigns. Marketing automation enables marketers to segment audience by building behavioral lists. These lists can incorporate data on demographics, browsing activities, history of social sharing, online purchase and transactional among others.

2. Customer relation boosting conversation:

Marketing automation lets marketers track where each prospect and buyer stands in the relationship with the business and lets them send relevant messages to their customers based on that analysis. In this way, marketers can optimize their conversations, which can last through stages of buying cycle and after purchase.

3. Comprehensive analytics:

Strategic and comprehensive analytics with marketing automation provides in-depth analysis of effectiveness of the campaign and scope of revenue growth from campaigns. This email marketing platform brings much more than open rates, bounce rates and click through rates to present essential tools that help understand marketers’ needs to measure engagement, scope of purchase, retention and various revenue metrics to measure the goal of the campaign.

4. Cross-channel Campaigns:

The cross-channel campaign functionalities of marketing automation platforms enable marketers to trace their prospects and buyers across various channels of digital marketing as they hop from one to another, in search of information. This email marketing allows companies to monitor their customers’ behaviors and activities on different channels and optimize campaigns according to the demographics, behavior, transaction history, social media usage, mobile usage, responses to ads and many others.

Additionally, a marketing automation platform puts its users many steps ahead of those who rely on simple email service providers by presenting a comprehensive lead management tools to score, nurture, manage and convert their leads into buyers. So, if you are stuck with your email service providers, you can lose your business to competitors who have already upgraded to abmarketing automation platform.

Are you thinking of upgrading to marketing automation? We can help you to assess your needs, and to assess what type of marketing automation program might work best for you. Call us at (408) 502 6765 or contact us via our social channels Facebook, Twitter, and LinkedIn.

Do’s and Don’ts of Email Designs to Avoid Pitfalls and Increase Subscribers

All marketers, whether they hail from B2C or B2B market, have a thing for email marketing. Though the digital space of targeted recipients’ inboxes have thrown them challenges from time to time, one of the most desired prizes in marketing is to carve a space there for a long time to come, if not permanently or as long as users are using that account. But competing for a space in inboxes and establishing a long-term association with subscribers is not a cakewalk, given their inboxes are always cramped with mails from different sources – personal circles, work and job search, social updates, forum updates, updates from multiple accounts that of banks, voice connection, data connections, credit cards, and of course, there are thousands of marketers (including your competitors) with their sweet offers, promotions and product updates.

What gets your email clicked and (God forbid) ignored?

Then, which part of an email or newsletter will prompt targeted audience to click and read your mails? What are the email design best practices and must-do things that marketers need to learn to get clicked, opened, clicked-through, and if all things go well, get them decide to make purchase? Similarly, which elements will drive off potential prospects even when they have decided to share their email address? Marketers and businesses end up spending A LOT before they figure out the ultimate mantras of email design – do’s and don’ts of email design that crack the deal and get on the road to email marketing success. Because we’re asked all the time for these kinds of best practices, we have taken the initiative to jot down some winning and losing points of email design with a bunch of dos and don’ts you don’t that want to miss and let your competitors taking advantage of. So let’s get started – first do’s of email designs.

Dos of Email Design

  1. Do make sure that you have done all the email design and styling using inline style attributes within the tags of the email copy content – that is within “<p style=”border:2px solid #db00 font-size:11px>”.

  1. Do try to strike a balanced ratio between image and text ratio since spam filter tools scan mails by this text-to-image ratio to check if a mail has too many images or too much texts – too much of both the element will prompt filters to report as spam

  1. Do keep it simple by using reader-friendly, light background colors instead of using images as background. At the same time, you need to also check how your email will appear on a white background when the background color or image will not load.

  1. Do keep a backup version of your email ready when recipients will face issue in loading image-rich emails – so that you can ensure your mails will load with a colored background instead of an image. HTML will enable designers to include both image and color code under the same tag. So even though images don’t appear, the emails will load with your chosen colorsthan.

  1. Do make sure that subscribers can open the link of the videos on your site from the email. You can include an image with the red, triangular play button (like you see on YouTube before the video plays) on the email and link it with the video in your site.

Don’ts of Email Design

  1. Don’t forget to use a table format in your email to keep multiple sections of your body content distinctive and clear. Also, don’t cram your email with too much content to repel your targeted readers. Content that is brief, well-sectioned and divided into various sections will allow readers to navigate and read content easily. You can simply add hyperlinks to different sections to the content on the landing page, making easier for readers to choose what they want to read.

  2. Don’t forget to place a call to action button – but before planting a call-to-action button, consider what you want them to do – whether to click a hyperlink, download a whitepaper or e-book, join a cause or an event or get product update information. The best place to place a call-to-action is to place it at the top of the email copy where all the eyeballs reach at first after loading the mail or even while the mail is still loading.

  3. Don’t create a top banner in all your email unless it is essential to incorporate in your promotional emails. Emails with top banners are usually marked as promotional and end up landing in the promotional tabs of email clients instead of the main inbox.

Now, it’s your turn – why don’t you share your secret tips in email design that are keeping you at the top of the email marketing game? We are keen to share with and learn from you – so, why don’t you let the cat out of the bag and brag your wisdom in the comments below?

So, Why the Heck Do You Need Marketing Automation?

Most businesses are gradually shifting their budgets, focus, and resources from traditional to digital and automated marketing endeavors. Whether B2B (business to business), B2C (business to consumer) or B2G (business to government) marketer or business, companies have shown remarkable growth in quality lead generation, as well as achieved faster sales conversions and greater success in reducing cost and time spent in running marketing campaigns.


  • As per Aberdeen Group, marketing automation has been a catalyst to give 451% boost in quality lead generation.
  • As per MarketingSherpa, a transport company has managed to save about 50% cost of customer acquisition using marketing automation software.
  • According to Bulldog Solutions, sales conversions accelerated about 70% after using marketing automation software.

So, does your business need marketing automation? Should you invest in a marketing automation platform – here is how to find out.

If your company is a startup

Flexible price models –

Marketing automation offers easy pricing rates which help startups afford and use these programs as and when they require it. The pay-as-you-go, monthly or quarterly subscription models benefit them with more cost-effective marketing solutions than traditional marketing solutions.

Exhaustive database management –

Marketing automation platforms, with major focus on email marketing campaigns, aid startups in developing and managing an updated lead database. Moreover, these platforms offer detailed analytics and reports to measure the efficacy of campaigns with data on open rates, click-through rates, and many more. They can use such data to segment leads, identify potential leads which can be converted with more nurturing and trash junk leads to maintain a database of only quality leads.

Lowers costs of a large marketing team –

With marketing automation software, startups can ward off the cost of large teams to perform mass marketing campaigns since they can automate all the campaigns with just a few clicks and few people in the herd.

Accelerates mass email campaigns –

Marketing automation platforms make automating and monitoring mass email campaigns easier. Startups can upgrade to mass marketing packages as and when they need to send and track mass emails using a marketing automation plan – they can reduce possible human errors and save time for operations and other business requirements.

Easier A/B testing and landing pages –

Marketing automation platforms alleviate the efforts and costs of A/B testing and landing page creation. Startups can ward off the costs of a design team or professionals with the customizable landing page creation tools of marketing automation software. It is extremely easier to run A/B testing on various landing pages to check which works and which are failing to attract leads.

If your company is a small and medium enterprise

SMB focused marketing solutions –

Most marketing platforms are designed to deliver budgeted, yet effective automated marketing solutions to small and medium businesses (SMBs). 17,500 enterprises making lesser than $5 million dollars reported adopting marketing automation solutions, as per a survey by Raab Associates.

Module based solutions –

Many small and medium enterprises are not willing to spend hefty initially – that’s why they can opt for module based models of marketing automation software. Similar to other software solutions, automated marketing tools allow including add-ons to the basic models, as per the marketing objectives of SMBs.

Supports growing traffic of SMBs –

With growing traffic of website visitors, manually monitoring and nurturing leads of small and medium enterprises gradually becomes a daunting task. Let alone fostering leads, many SMBs fail to keep track of their growing number of prospects resulting from various marketing campaigns such as email, social media promotions, banners, ads and other organic and paid promotions – that’s when an automation solution comes in handy. It not only curbs costs of dodging large teams to maintain lead data, but also aids in managing the database, sending mass emails to leads and monitoring response rates.

Easier drip marketing, more conversions –

These platforms allow automating drip marketing campaigns and reducing the gaps between your leads and your brands. With easier-to-create landing pages, more customizable campaign messages and detailed campaign data in place, SMBs can target their leads following their interests and data consumption patterns. Features and functionalities of marketing automation software, such as lead scoring, nurturing, automated email sending, and email campaign analytics aid in spreading brand awareness and sales conversion.

Inbound marketing campaigns –

Beyond email marketing campaigns, marketing automation platforms are proven to reduce advertising budgets too. SMBs can utilize their automation tool to perform A/B testing and figure out which digital assets are performing and more result-driven, as well as run and track inbound campaigns supported by data analytics I place.

If your company is a large enterprise

Monitor multiple campaigns and websites –

Marketing automation tools bring an integrated view of leads resulting from massive website traffic and multiple marketing campaigns to one place. Comprehensive marketing analytics fetches data on most-visited webpages, emails opened, ebooks and whitepapers downloaded and read, social ads most clicked on and how all your digital assets are consumed.

Manage large database and long lists –

One major challenge marketers in large enterprises face is managing and integrating long lists and their database of leads. A marketing automation platform allows integrating all lists, including those third-party lists purchased, to the existing lists – and it’s done!

Customer segmentation –

Large enterprises with global footprints face a tough time in classifying customers speaking different languages, from different countries. That’s why these enterprises need a marketing automation tool to segment contacts into diverse brackets of nationalities, languages, interests and preferences, lead scores and other parameters.

Trigger mass mails at one go –

Large enterprises maintain large databases of leads to send a massive volume of mails. These digital marketing tools double as database management software and an email marketing tool to send messages to thousands of contacts, with little manual interventions and errors. Target, send and monitor mass mail campaign responsiveness with just a single tool.

Integration with multiple CRMs –

Most large enterprises use multiple CRM systems to operate multiple campaigns simultaneously. Hence, occurrences of duplicate delivery and overlaps are common and are difficult to avoid. However, one effective measure to sidestep these flaws of marketing campaigns is to integrate all CRM interfaces onto a single platform. That’s why large businesses need to adopt a marketing automation platform to sync all CRM systems and be able to monitor and nurture leads from one place, view history and lead scores of all leads and decide pitches as per the data.

There are many other ways a marketing automation platform can benefit your business irrespective of the size, nature and industry you are in. The one thing you need to make sure is that you select the right marketing automation software based on your marketing objectives, volume of customer base, size of the business, and other parameters that factor into the success of your marketing campaigns.