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4 types of email preference centre

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This slideshare will take you through the four types of preference centre marketers should be using to enhance the customer experience.

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4 types of email preference centre

  1. 1. TYPES OF MODERN-DAY PREFERENCE CENTER
  2. 2. 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?
  3. 3. 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. ’
  4. 4. UPDATE 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.
  5. 5. 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 channels. Download '21 tips for building a strong modern-day preference centre’ for a comprehensive best practice guide
  6. 6. PU RCHASE/ ACCOUNT REGISTRATION Designed mainly to be used in account registration or the purchase process; email subscriptions are a typical option in this process. 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 business. 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.
  7. 7. 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 PREFERENCE CENTER 4‘ ' "))) Cm-T‘ Download Now 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.

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