1 min read
Differing Preferences: Marketers and Consumers at Odds on Ad Placements
When it comes to ad placements, a significant disconnect has emerged between marketers and consumers, as revealed in Kantar's latest Media...
3 min read
Writing Team : Sep 1, 2023 4:24:40 PM
Unsubscribes can be a painful experience. You've put in the effort to grow your email list and consistently deliver valuable content to your subscribers. However, some recipients decide to opt out, often citing reasons like receiving too many emails. Frustrating, right?
What if there was a way to empower your email subscribers, allowing them to have a say in the frequency and content of the emails they receive from you?
Well, there is a solution, and it's called an email preference center.
By implementing an email preference center, you provide your subscribers with the ability to tailor their email experience with your company and offer them a voice in determining what they want to receive.
This approach might lead people to choose to hear from you more frequently, simply because you've given them control over their experience.
Let's review some email preference center examples and best practices to see how this concept can help reduce unsubscribes, minimize customer churn, and enhance the overall subscriber experience.
An email preference center empowers subscribers to control the frequency and content of the emails they receive from a specific company.
Think of it as an advanced version of an unsubscribe page.
Typically, subscribers can access the preference center link from the email footer, often labeled as "manage preferences." Clicking on the unsubscribe link often directs subscribers to the same preference center.
Imagine one of your subscribers feeling overwhelmed and unhappy, on the verge of unsubscribing.
However, upon reaching the preference center, they encounter unexpected choices, such as:
While some people might still choose to unsubscribe, many will appreciate the newfound options.
If they have any affinity for your brand, they might decide to modify their subscriber preferences instead of completely severing the relationship.
This seemingly simple addition to your strategy can significantly impact your email marketing metrics.
Usually, you can create an email preference center landing page using CRM platforms like HubSpot, Pardot, or Salesforce.
Your email list is a valuable asset that can be used for immediate offers, sales, updates, and long-term revenue growth. Maintaining the quality and size of your email list is crucial. Implementing an email preference center can:
When a subscriber initiates the unsubscribe process, they are typically determined to leave your list. The preference center interrupts this process by offering additional choices beyond simply staying or unsubscribing. By providing more options, you make subscribers reconsider their decision, encouraging them to stay on your list with adjusted preferences.
Even if just a few subscribers decide to stay on your list and adjust their preferences through the preference center, it's a win. Over time, this retention can accumulate, saving you subscribers you might have otherwise lost. The key is to respect their preferences and avoid sending unwanted messages.
Subscribers who modify their preferences in your email preference center provide you with valuable zero-party data. This data includes their interests, occupation indicators, lifestyle insights, and more. It's accurate information voluntarily shared by subscribers and can help you understand your list better.
With accurate subscriber data, you can plan more effective list segmentation campaigns, leading to more personalized email content. Subscribers are telling you what kinds of emails they want to receive and how to engage with them.
With improved segmentation, your email engagement will rise as subscribers receive emails they explicitly desire. Your email content will become more relevant, leading to higher open and click-through rates. Increased engagement also boosts your sender reputation, enhancing email deliverability.
Ultimately, the goal is to provide a better inbox experience for your subscribers. An email preference center allows you to give subscribers more of what they want and less of what they don't, resulting in mutual benefits.
Any company with a sizable email list aiming to personalize email marketing and reduce unsubscribes can benefit from an email preference center. However, there are situations where an email preference center may not be necessary, such as:
If you're considering implementing an email preference center, here are some examples to inspire you:
Autoresponder Email: Consider sending an autoresponder confirming changes made in the preference center. Use this opportunity to provide context, motivation, and insights into the subscriber's new settings.
Publisher Email Preference Center: If you send various newsletters at different frequencies, create a preference center that allows subscribers to select the newsletters that align with their interests and frequency preferences.
Ecommerce Email Preference Center: For online retailers, tailor your preference center to ask subscribers what types of products or offers they want to hear about. Gender and product category preferences can be particularly valuable.
SaaS (Software as a Service) Email Preference Center: For software companies, focus on understanding what subscribers need the most from your offerings. Let them control the reminders and alerts they receive.
Google Pixel Email Preference Center: Keep it simple with just a few options, but provide explanations to help subscribers make informed choices.
TechCrunch Email Preference Center: Consider including an "unsubscribe all" option if your preference center offers numerous choices, simplifying the process for subscribers who want to opt out of everything.
Remember that delivering emails that display properly on all devices and platforms is crucial for retaining subscribers. Ensuring an excellent email experience for every subscriber is vital for minimizing unsubscribes and maximizing engagement.
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