The document discusses best practices for creating an effective email preference center. It covers key elements like giving subscribers control over their preferences, personalizing messages, and reducing unsubscribe rates. Specific topics covered include types of preferences like unsubscribing, updating preferences, and opting in. It also provides tips on preference center design, like making unsubscribing easy, using dynamic content, and asking subscribers to provide feedback on why they unsubscribe. The presenter aims to help attendees design a preference center that keeps subscribers engaged while respecting their communication preferences.

1. © 2014 Marketo, Inc. Marketo Proprietary and ConfidentialOct 22, 2014
Los Angeles Marketo User Group Leader
Madhu Gulati
President/ Chief Strategy Officer
ShowMeLeads Inc. Welcome LA Marketo User Group

2. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Los Angeles Marketo User Group Leaders
Madhu GulatiJosh Hill
President/ Chief Strategy OfficerMarketo Practice Lead ShowMeLeads Inc. Perkuto
Marketo PartnerAbout Us

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
World Class Global Subscription Management CenterAgenda:
Reasons for unsubscribe
Key Elements of Email Preference Center
Types of Email Preferences
How to create your dream Email Preference Center
What to consider
Q&A (15 minutes)
#LAMUG

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Marketo Proprietary and Confidential
Lost Emails
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Marketo Proprietary and Confidential 5
50% people do not even open the email

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Marketo Proprietary and Confidential
Unsubscribe Rate
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Marketo Proprietary and Confidential
Reasons for Unsubscribing from emails
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8. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
So what’s the solution?

9. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Create a perfect Email Preference Center

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Marketo Proprietary and Confidential
Email Preference Center-What it means?
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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Key Elements of Email Preference Centre
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1.Give Control to your subscribers
2.Share relevant messages
3.Personalize
4.Nurture based on buying cycle
5.Reduce unsubscribe rate by following best practices

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Marketo Proprietary and Confidential
Types of email preferences
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Unsubscribe/Opt Out
Email Subscription/Opt-in
Update Email Preference

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Marketo Proprietary and Confidential
Unsubscribe/Opt Out
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5 things to consider
1.Visibility: Unsubscribe link should be visible and easy to find
1.Be clear and precise what the subscriber needs to do in order unsubscribe.
2.Remember to always include the option to unsubscribe from allemail communications at once (or else violate the CAN-SPAM Act).
2.Clarity: Configure the subscription center which clearly shows user what they're already subscribed to till date
3.Confirm: Create a landing page and send confirmation email stating clearly confirmation message that their preferences were updated.
4.No Distractions: Remove any extra distractions such as navigation, images, competing text, etc.
5.Allow them: Allow people to unsubscribe without having to do anything else, like entering email address again, completing a feedback survey, etc.

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Marketo Proprietary and Confidential
Email Subscription/Opt-in
Consider following for all the opt in landing pages:
•Headline: Grab attention, make that very first impression
•Opt-in form: this is where people will actually signup, make it simple
•Call-to-action: Make sure you have good reason for any one to opt-in. Make a strong offer
•Be Social : Add those social element, the more credible you are, the more likely people are going to be to signup..

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Marketo Proprietary and Confidential
Update Email Preference
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1.Frequency: Create the Email preference that it helps subscribers control the frequency of the emails they receive.
2.Pick Option: Let subscribers choose and control which topics they receive emails about. Create multiple, targeted email subscription types, and let subscribers pick and choose among their options.
3.Details of each option: Make sure to describe each email subscription option, including the value of the content and the frequency to expect.
4.Remind: Always remind them why they're getting your emails.eg. you are receiving this email because…
•Share why you thought they'd enjoy your content/remind them of the email's value.
•Ask them to confirm they no longer want your emails in a light or humorous way.
5.Re-subscribe: Give them an option to re-subscribe to other email lists.

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Marketo Proprietary and Confidential
Update Email Preference
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Feedback from Unsubscribes
3 Tips for Gathering Valuable feedback:
1.Include an optional feedback survey to ask why people are unsubscribing.
2.Give people the option to contact you directly. You'd be amazed by the kind and useful feedback you can get through direct communication
3.Allow people who unsubscribe to leave their own, open-ended feedback.(Text Box)

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Marketo Proprietary and Confidential
Email Preferences
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Marketo Proprietary and Confidential
Email Preferences
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Marketo Proprietary and Confidential
Where do we get started?
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Basic:
•Assets:
•Email-Responsive
•Landing Page-Responsive
•Form 2.0
•Campaigns:
•Triggers to send emails for confirmation and update preference
Advance:
•Dynamic Content
•Java Scripting

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Marketo Proprietary and Confidential
Mobile Design-Responsive-The New Term!

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Creating Email Preference Center
Assets-Email
This email was sent to you because you requested information from Marketo or a partner. If you wish to unsubscribe or update your email subscription, please visit our email preference center. View our privacy policy.

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Marketo Proprietary and Confidential
Creating Email Preference Center
Assets-Form and Landing Page

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Marketo Proprietary and Confidential
Best Practices
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•Use Progressive Profiling Form
•Clean and Simple Op-in Strategy
•Send Confirmation Email
•Always state why your subscribers are getting emails
•Lead Nurturing tracks
•Offer Preferred Mode
•Ask/Suggest Frequency

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Marketo Proprietary and Confidential
Best Practices
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Best Practices
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Lead Nurturing with Snippets and Dynamic Content

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Marketo Proprietary and Confidential
Best Practices-Frequency Preference
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27. © 2014 Marketo, Inc. Marketo Proprietary and ConfidentialThank you! Questions and Comments: Madhu@ShowMeLeads.com