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Thinking through User Preferences & Choice
The document discusses user-centered design principles for email marketing, focusing on the importance of offering choices to subscribers to foster better relationships. It highlights the benefits and best practices for implementing email preference centers and one-click unsubscribe options, as well as the impact of honoring subscriber preferences. Key takeaways emphasize the need to give subscribers control over their email choices while effectively managing communications within organizations.
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Thinking through User Preferences & Choice
- 1. Thinking Through User Preferences& Choice Jenny Lassi – Director of Operations
- 2. Jenny Lassi isthe Director of Operations for HighRoad Solution and is the resident expert at email marketing deliverability best practices & subscriber engagement optimization best practices. @highroadjenny @jennylassi #deliverability #emailchat #emailmarketing #emailforensics #emailengagement #authentication #emailpreferences #assnchat #abtest #emailstrategy
- 3. Today’s Topic How doyou conduct user-centered design? You need to think like the user and understand how your targeted user will consume your content. This webinar will help you understand how to get proactive in knowing your audience and offering selections that will foster deeper relationships between your association and your constituents.
- 4. Today’s Content • Whychoice is important for healthy relationships with constituents • Connecting the dots of what subscribers receive and options provided • The rise of ‘Single Page Applications’ to optimize User Experience • Honoring the choice when sending campaigns
- 5. Join the Conversation DMor Tweet @highroadjenny #assnchat or #emailchat #deliverability #emailchat #emailmarketing #emailforensics #emailengagement #authentication #emailpreferences #assnchat #abtest #emailstrategy
- 6. Why Choice? Preventing listattrition from Global Opt Outs
- 7. Why Choice? A goodOpt Out rate range is between 0% and 0.5% but is dependent on the industry. • Below 0.2% rate means you are within the norm • Above 0.5% rate means you should work on it
- 8. Why Choice? From the2015 Email Benchmarks for Associations study available soon from HighRoad Solution, the average Opt Out rate for Associations with Email Preference Centers is 0.0375%
- 9. What Drives theChoice? • Signing up for membership • Subscribing to specific email types • Receiving a communication the recipient doesn’t want
- 10. Making the ChoiceEasy • Clearly allow subscribers to choose at the time of membership or event registration • Subscribing to specific email types • Clear association for what communication is received and what option that correlates to of the available options
- 11. Email Level Unsubscribe,Full Blown Email Preference Center or Both? What is the difference?
- 12. Email Level Unsubscribe Anemail level unsubscribe (aka OneClick Unsubscribe) allows email recipients to unsubscribe from a certain type of email you send. This normally correlates to mailing lists/topic codes/optin interests in your AMS. • This can be as granular as unsubscribing from a specific email type • This can be also unsubscribing from a particular type or category of email
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- 16. Email Level Unsubscribe Benefits •A one-click user experience • Is not susceptible to form response abandonment • Is not susceptible to user frustration that results in a Spam Complaint • Allows you to have many different email types that you wouldn’t want on an EPC
- 17. Full Blown EmailPreference Center An Email Preference Center (EPC) allows your email recipients to click on a link from the email they receive and get to a form where they can tell you what they do want, no longer want or globally opt out of receiving all email from you altogether.
- 18. Email Preference Center(EPC) Best Practices • Response rate sweet spot is 6-10 preferences • Direct correlation between email received and form option • Optimize design for mobile rendering
- 19. Email Preference Center(EPC) Options • Submit button or Single Page Application (SPA) • Flexing logic to hide or gray out specific preferences • Pivot logic to load preferences stored in multiple databases
- 20. EPC with submitbutton
- 21. Single Page Application(SPA) EPC with flexing logic
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- 25. Email Preference Center(EPC) Pros • Encourages the “Opt Down” not the global “Opt Out” • Empowers subscribers with control over their inbox • Strengthens relationship with subscribers
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- 27. EPC CASL ExpressConsent
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- 29. Email Preference Center(EPC) Cons • The global “Opt Out” may conflict with bylaws • You may have more email types than an EPC would hold • You may not have clearly defined email product types
- 30. The Global OptOut Debate • Choice is for the subscriber - Allowing them to feel in control of their inbox. • CAN SPAM act requires email marketers to have an opt out function that isn’t behind any kind of password. • Many member driven organizations weigh the pros/cons to allowing members the ability to really “Opt Out” as that means “missing out on vital information required as a part of membership.”
- 31. The Global OptOut Debate There are options that give member driven organizations flexibility on how to write the global opt outs to their AMS database that also allow members to choose what they receive while still technically allowing the association to send membership renewals and other communications pertaining to membership.
- 32. Join the Conversation DMor Tweet @highroadjenny #assnchat or #emailchat #deliverability #emailchat #emailmarketing #emailforensics #emailengagement #authentication #emailpreferences #assnchat #abtest #emailstrategy
- 33. Choice of Choices UseBoth • Have an unsubscribe link drive subscribers to an Email Level Unsubscribe or OneClick unsubscribe. • Have the Manage Your Preferences link drive subscribers to the Email Preference Center (EPC) • Have the Email Level Unsubscribe confirmation page link subscribers to the Email Preference Center if they choose to keep going (pssst.. Chances are they wont)
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- 35. Honoring the Choice Honoringthe Choice When Sending Email • Know if your approach is inclusion/exclusion/both • Educate staff sending email on how to honor preferences (note: manual imports are the cause of most sending errors and/or staff not sending to correct lists) • If you’re AMS and email platform are not integrated, then list management is key
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- 37. Honoring the Choice Whatif you send an email when they previously told you they didn’t want it?
- 40. Feedback Loop (FBL) OptOuts 1) List Unsubscribe 2) Complaint Report
- 41. Key Takeaways • Givesubscribers the choice (even if they’re members) on what they want to receive in their inbox • Offer both an email level unsubscribe but also a full email preference center • Send email that always honors the preference/choice
- 42. Join the Conversation DMor Tweet @highroadjenny #assnchat or #emailchat #deliverability #emailchat #emailmarketing #emailforensics #emailengagement #authentication #emailpreferences #assnchat #abtest #emailstrategy
- 43. Did I MissAnything? Thank you for participating in the “Thinking through User Preferences & Choice” Webinar! Other questions for Jenny? eMail = jenny@highroadsolution.com Twitter = @highroadjenny @jennylassi
- 44. Resources/Helpful Links http://site.highroadsolution.com/email http://site.highroadsolution.com/highroad-u-webinars https://www.surveymonkey.com/blog/2010/12/08/survey_questions_and_completion_rates/ Email MarketingGurus on LinkedIn https://www.linkedin.com/groups/2213406
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