Many marketers think preference centres are a waste of time. They argue that
they don’t generate enough actionable data or customer activity to merit the
effort they take to develop and maintain. If you're one of them, should you
shutter your preference centre efforts and go back to the drawing board?
Nope. You just need to make some adjustments that reflect current buyer
behaviours and consumer trends. Done right, a preference centre can be one
of your best allies as you work to create more lasting and useful relationships
with your customers, but it’s also one of the trickiest to pull off.
The next 4 slides explain the different types of preference centre.
How does yours stack up?
OPT - IN
Presented when someone is asked to
join your email database.
Only asking for a person's email
address enables you to get more
people into your database more
quickly, but you're sacrificing critical
data richness for speed. Consider
using a two-step opt-in process, short
form, or progressive form to capture
data beyond the email address.
For more tips, download our free
guide '21 tips for building a strong
modern-day preference centre. ’
When someone clicks a link such as
“Update Preferences. ”
Your preference centre was probably
designed before the smartphone and
tablet explosion, meaning it was built for
desktops. Develop a preference centre
that works well on all the key mobile
devices and screen sizes but doesn't
degrade the desktop experience.
Consider using responsive design for your
preference centre pages, with fewer form
fields when a user is engaging on a small
screen. Additionally, insert a social
sign-up option on your opt-in preference
centre to make it quick and easy for
mobile users to sign up for your emails.
3OPT - OUT
Similar to the update but designed specifically to
offer alternatives to unsubscribing.
If you don’t give people any options besides
opting out, they might think unsubscribing is the
only step they can take if they want to update
their email address or change preferences. Add
alternatives to unsubscribing such as changing
the subscriber's email address; receiving fewer or
different newsletters or emails; pausing or
snoozing their subscription for weeks or months;
and receiving communications via other
channels such as SMS, direct mail and social
Download '21 tips for building a strong
modern-day preference centre’ for a
comprehensive best practice guide
PU RCHASE/ ACCOUNT
Designed mainly to be used in account
registration or the purchase process; email
subscriptions are a typical option in this
Default forms don’t provide branding or
offer the unique experience customers
expect from you. Nor do they collect
information that's relevant to your specific
If you absolutely must, use the default as a
starting point, but add branding, content
and imagery that clearly identifies your
preference centre as unique to your
company as soon as you can.
The ‘modern-day’ preference centre incorporates behavioural data that
customers generate through Web browsing, purchasing, email activity and
even offline engagements that tie into subscription data through the email
address or other keys.
Downloading our ‘21 tips for building a strong modern-day preference centre’
white paper should help bring your preference centre up to date and deliver
the personalised content your contacts want.
2 TIPS FOR BUILDING
A STRONG MODERN-DAY
4‘ ' ")))
Silverpop. an IBM Company is a cloud based digital marketing provider that offers Silverpop. an IBM Company. is a c| oud—based digital marketing provider that offers email
marketing and lead management solutions Silverpop Engage uses customer data and indn. -idual benaviors. collected from a variety of sources to inform and drive personalized
interactions in real time By providing deep. behavior—based customer insights and an intuitive engagement engine. Silverpop reduces the complexity of omnichannel marketing
and enables exceptional experiences for customers across the entire buyer journey As part of IBM s ExperienceOne integrated portfolio Silverpop will nelp convert prospects
into loyal customers tnrough more relevant onertorone interactions. Silverpop is trusted by more trian 5.000 brands around the globe. For more information visit
silverpop com email marketing and lead management solutions. Silverpop Engage uses customer data and individual behaviors collected from a variety of sources. to inform
and drive personalized interactions in real time. By providing deep behavior based customer insights and an intuitive engagement engine. Silverpop reduces trie complexity of
omnichannel marketing and enables exceptional experiences for customers across the entire buyer journey As part of IBM s ExperienceOne integrated portfolio Silverpop will
nelp convert prospects into loyal customers through more relevant one-to—one interactions Silverpop is trusted by more than 5 000 brands around the globe. For more
information visit silverpop com.