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Building a World Class Email Preference Centre

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Building a World Class Email Preference Centre

  1. 1. Building a World-class Preference Centre<br />Richard Evans, Director of Marketing - EMEA<br />
  2. 2.
  3. 3.
  4. 4.
  5. 5. 1<br />2<br />
  6. 6. Logical Personalization?<br /><ul><li> Postal code - Geography
  7. 7. Gender
  8. 8. Relationship status
  9. 9. Wedding anniversary
  10. 10. Significant other’s birth date</li></li></ul><li>Datais the key to engagement and relevance<br />
  11. 11. 3 forms of data that drive dialogue<br />
  12. 12. Opt-in and preference centre data determine the first steps in your dialogue.<br />
  13. 13. Why Preference Centres?<br />
  14. 14.
  15. 15. By 2014, the average consumer will receive 9,000 email marketing messages a year.<br />
  16. 16. Birth Date – A Simple Example<br />
  17. 17. Deploy Post-Purchase Emails?<br />
  18. 18. 2009 Birthday CampaignIndexed Results…<br />Almost 25X better…<br />
  19. 19. Three Types of Preference Centres<br />
  20. 20. 3 Types of Preference Devices<br />Opt-in<br />Opt-out<br />Update<br />
  21. 21. 3 Types of Preference Devices<br />Preference<br />Centre<br />Opt-in<br />Opt-out<br />Update<br />
  22. 22. Step 1<br /><ul><li> Quick opt-in
  23. 23. Email address
  24. 24. Sometimes includes name</li></ul>Step 3<br /><ul><li> Subscriber opted in
  25. 25. Even if no additional info</li></ul>Opt-in<br />Step 2<br />- Subscriber adds info or not<br />
  26. 26. Change:<br />- Preferences<br />- Email address<br />- Frequency<br />- Topics<br />- Publications<br />
  27. 27. Opt-out / Unsubscribe<br />Promote subscription change rather than full unsubscribe<br />Legislative compliance: no password/login required<br />
  28. 28. 27 Best Practice Examples<br />From the real world of marketing…<br />
  29. 29. Elements to Consider<br />
  30. 30. Capture Key Personalisation Data<br />
  31. 31. Clean and Simple Opt-In<br />
  32. 32. <ul><li> Simple
  33. 33. Obvious
  34. 34. Logical value to consumer</li></li></ul><li>Single Column Layout<br /><ul><li> Eye-tracking studies suggest single columns are easier to read
  35. 35. First/Last name, Birth date are exceptions </li></li></ul><li>Data Standardisation<br />
  36. 36. Verify Email Address<br />
  37. 37. Standardisation key to Data Usability<br />- Drop downs ensure consistent responses<br />
  38. 38. Other Channel Options<br />Mobile # for SMS<br />Mailing address for direct mail<br />
  39. 39. Question Expansions for Details<br />
  40. 40. Strong Value Offer for Information<br />
  41. 41. Brag if you can<br />
  42. 42. Show Samples of Emails<br />
  43. 43. Avoid Using “SUBMIT”<br />Convey the value, benefit<br />
  44. 44. Confirm Subscription IMMEDIATELY<br />Subscribe<br />Notify<br />Message<br />
  45. 45. Promote Update in Welcome Email<br />
  46. 46. Capture Additional Data via Surveys<br />
  47. 47. Diverting Unsubscribes<br />
  48. 48. Master the art of Email Marketing Ju-Jitsu<br />
  49. 49. Your preference centre actually BEGINS in the email.<br />
  50. 50. Footers – Make it Obvious<br />Include links to all 3 main options:<br /><ul><li> Update preferences
  51. 51. Change email address
  52. 52. Unsubscribe</li></li></ul><li>Don’t Use Euphemisms<br />Where’s the “Unsubscribe” link?<br />
  53. 53. Don’t Require Magnifying Glasses<br /><ul><li> Use an appropriate font size
  54. 54. Easy to read font color
  55. 55. Don’t bury key links such as “Unsubscribe” in text</li></li></ul><li>Clearly Differentiate Links<br />Use simple, plain language – <br />don’t use jargon<br />
  56. 56. So What are the Alternatives?<br />
  57. 57. More than 30% of your list will churn this year.<br />(c) bound_4_freedom on Flickr. Source: FreshAddress.com<br />
  58. 58. A good start<br />Missing:<br /><ul><li> Frequency Option
  59. 59. RSS or catalog option</li></li></ul><li>Change Email Address<br />
  60. 60. Email Frequency<br />
  61. 61. Take a break. Hit Snooze.<br />3-5 per cent decrease in unsubscribes.<br />
  62. 62. What You’ll Miss…<br />
  63. 63. Multiple Lists<br />
  64. 64. Why Are You Unsubscribing?<br />
  65. 65. Quick Starting Points<br />Think beyond opt-in and opt-out<br />Use preference centres to START a relationship built on relevance<br />Give consumers options <br />Especially at the time of opt-out<br />Cover the basics first and then build “best practise” incrementally<br />
  66. 66. Thank you!<br />

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