Building a World Class Email Preference Centre

Building a World-class Preference Centre
Richard Evans, Director of Marketing - EMEA

Logical Personalization?
Postal code - Geography
Gender
Relationship status
Wedding anniversary
Significant other’s birth date

Datais the key to engagement and relevance

3 forms of data that drive dialogue

Opt-in and preference centre data determine the first steps in your dialogue.

Why Preference Centres?

By 2014, the average consumer will receive 9,000 email marketing messages a year.

Birth Date – A Simple Example

Deploy Post-Purchase Emails?

2009 Birthday CampaignIndexed Results…
Almost 25X better…

Three Types of Preference Centres

3 Types of Preference Devices
Opt-in
Opt-out
Update

3 Types of Preference Devices
Preference
Centre
Opt-in
Opt-out
Update

Step 1
Quick opt-in
Email address
Sometimes includes name
Step 3
Subscriber opted in
Even if no additional info
Opt-in
Step 2
- Subscriber adds info or not

Change:
- Preferences
- Email address
- Frequency
- Topics
- Publications

Opt-out / Unsubscribe
Promote subscription change rather than full unsubscribe
Legislative compliance: no password/login required

27 Best Practice Examples
From the real world of marketing…

Elements to Consider

Capture Key Personalisation Data

Clean and Simple Opt-In

Simple
Obvious
Logical value to consumer

Single Column Layout
Eye-tracking studies suggest single columns are easier to read
First/Last name, Birth date are exceptions

Data Standardisation

Verify Email Address

Standardisation key to Data Usability
- Drop downs ensure consistent responses

Other Channel Options
Mobile # for SMS
Mailing address for direct mail

Question Expansions for Details

Strong Value Offer for Information

Brag if you can

Show Samples of Emails

Avoid Using “SUBMIT”
Convey the value, benefit

Confirm Subscription IMMEDIATELY
Subscribe
Notify
Message

Promote Update in Welcome Email

Capture Additional Data via Surveys

Diverting Unsubscribes

Master the art of Email Marketing Ju-Jitsu

Your preference centre actually BEGINS in the email.

Footers – Make it Obvious
Include links to all 3 main options:
Update preferences
Change email address
Unsubscribe

Don’t Use Euphemisms
Where’s the “Unsubscribe” link?

Don’t Require Magnifying Glasses
Use an appropriate font size
Easy to read font color
Don’t bury key links such as “Unsubscribe” in text

Clearly Differentiate Links
Use simple, plain language –
don’t use jargon

So What are the Alternatives?

More than 30% of your list will churn this year.
(c) bound_4_freedom on Flickr. Source: FreshAddress.com

A good start
Missing:
Frequency Option
RSS or catalog option

Change Email Address

Email Frequency

Take a break. Hit Snooze.
3-5 per cent decrease in unsubscribes.

What You’ll Miss…

Multiple Lists

Why Are You Unsubscribing?

Quick Starting Points
Think beyond opt-in and opt-out
Use preference centres to START a relationship built on relevance
Give consumers options
Especially at the time of opt-out
Cover the basics first and then build “best practise” incrementally

Thank you!

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Building a World Class Email Preference Centre

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