Welcome to Email Preference Centers 101! This is your first course in learning how to stop your email list from churning. Included in this course is why you need an email preference center, how to calculate churn/attrition rates, and ways to delight your email subscribers! Subscribe to the PostUp Blog to learn more: http://blog.postup.com/

1. Email Preference Centers 101:
How to Retain Your Ready-to-
Unsubscribers

2. Step 1. Determine Why Your
Brand Needs a Preference
Center

3. Do I Need A Preference Center?
YES!! A preference center makes your email relationships
mutually beneficial by telling users:
The exact type of
subscribers you’re looking
to speak to through your
emails
The content of your emails
When they should expect
to hear from you.
Ex. Daily, Weekly, Monthly,
During peak sales...etc.

4. The #1 Reason to Have A Preference
Center
Preference Centers give users the power
to decide if they want to opt-in to
a relationship with your brand.

5. Become A Subscriber!
Ready to learn more about email
marketing?

6. Step 2. Calculate Your Churn
Rate

7. What Is Churn Rate?
A metric used by email marketers to
determine the percentage at which
users will unsubscribe
from their lists.

8. Calculate Your Churn Rate
Subscribers Lost
Total Subscribers
% Churn Rate

9. Example of Annual Churn Rate
20% Churn
Rate
Learn More Here!
800,000 Subscribers Lost
4,000,000 Total Subscribers

10. Step 3. Reduce Your Churn
Rate and Delight Your
Subscribers

11. Delight Your Subscribers
How would they want you to
behave?
What would they want to see?
Think like you’re the person on
the receiving end of your email!

12. Details, details, details!
Entice users to share their
information with you!

13. Provide Value In Exchange for Email
Addresses

14. Start the Relationship Slowly
Don’t overwhelm
your site users!
Ask for information
over time.

15. Remove Barriers to Entry
Use the space on your website
sidebar to capture emails

16. Capture Information Over Time
Invite users to your
Preference Center to
complete their
profiles after you’ve
sent them a few
emails.

17. Tell Users When to Check Their Email
Let users decide
their own delivery
frequency

18. Create A Sense of Urgency
You mean, I can
really get it now?
This CTA is easily seen on the sign-up page and
creates an implied sense of urgency for users who
want emails immediately.

19. Employ Fabulous Footers
Invite users to connect on social
Link to your preference center
(Unsubscribe) ...but your preference center
should distract from this
Ask for new subscribers
Show off your brand’s authority
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20. Employ Fabulous Footers
A fabulous footer will work for you with every email send!
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21. Never Use One-Click Unsubscribe
One-click unsubscribe can
destroy your
email list.
Make easy for your
subscribers to leave, but
even easier to come
back.

22. Allow Users to Easily Resubscribe
This preference center
gives users simple
goodbye… while saying,
“ just don’t forget our
survey!”
But it’s this silver lining
that saves the day…

23. Allow Users to Easily Resubscribe
And just like that,
your subscribers can
re-consider their one-click!

24. Mobile Devices
of emails are opened
on a mobile device.

25. Responsive Design
As the size of the screen changes, you’ll see
no information is lost! (Only a cute doggie)

26. Know Your Audience + Show Emotion
This cute pup creates an emotional hook
for dog owners while reminding them they
can never have too much love from their
BFF’s.

27. Wait…don’t go!
Clearly explain what each mailing is
about prior to offering the
unsubscribe option.
This takes the attention
away from the unsubscribe
option.

28. Show Me What I’m Going To Miss
Give your users visuals highlighting what
they will miss along with options to
determine the emails they receive.

29. Need help?
We’ll help you grow your email subscribers with an
email list growth strategy session.
Click Here To Get Yours
Today!