How do you conduct user-centered design? You need to think like the user and understand how your targeted user will consume your content. Join this webinar to talk about how you can get proactive in knowing your user and offering selections that will foster a deeper relationship between your association and member/non-member users.

1. Thinking Through User
Preferences & Choice
Jenny Lassi – Director of Operations

2. Jenny Lassi is the 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 do you 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
• Why choice 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
DM or Tweet @highroadjenny
#assnchat or #emailchat
#deliverability #emailchat #emailmarketing
#emailforensics #emailengagement
#authentication #emailpreferences
#assnchat #abtest #emailstrategy

6. Why Choice?
Preventing list attrition from Global
Opt Outs

7. Why Choice?
A good Opt 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 the 2015 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 the Choice?
• Signing up for membership
• Subscribing to specific email types
• Receiving a communication the recipient
doesn’t want

10. Making the Choice Easy
• 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
An email 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

13. Email Level Unsubscribe

14. Email Level Unsubscribe
http://sample.highroadsolu
tion.com/sample_one_click
/Default.aspx?email=%%TO
_EMAIL%%&mid=%%MESS
AGE_ID%%

15. Email Level Unsubscribe

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 Email Preference 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 submit button

21. Single Page Application (SPA) EPC with flexing logic

22. Mobile Strong! Why?

23. Mobile Strong! Why?

24. SPA with
Flexing Logic

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

26. EPC Frequency Options

27. EPC CASL Express Consent

28. EPC Opt Out
Survey

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 Opt Out 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 Opt Out 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
DM or Tweet @highroadjenny
#assnchat or #emailchat
#deliverability #emailchat #emailmarketing
#emailforensics #emailengagement
#authentication #emailpreferences
#assnchat #abtest #emailstrategy

33. Choice of Choices
Use Both
• 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)

34. Choice of Choices

35. Honoring the Choice
Honoring the 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

36. Honoring the Choice

37. Honoring the Choice
What if you send an email when they previously told you they
didn’t want it?

40. Feedback Loop (FBL)
Opt Outs
1) List Unsubscribe
2) Complaint Report

41. Key Takeaways
• Give subscribers 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
DM or Tweet @highroadjenny
#assnchat or #emailchat
#deliverability #emailchat #emailmarketing
#emailforensics #emailengagement
#authentication #emailpreferences
#assnchat #abtest #emailstrategy

43. Did I Miss Anything?
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 Marketing Gurus on LinkedIn https://www.linkedin.com/groups/2213406

45. Thank You!