Highlighting Your Preference Center In The Email

Highlighting Your Preference Center In The Email

I have never been a huge fan of preference centers and while some serve a good purpose, a good many of them languish with old data that is never updated by the subscriber.  I truly believe that preference centers fail not because they don't do what they are supposed to do, but that they are not marketed regularly to the subscribers already on the list.  They are often put in 4pt font at the bottom of the email next the unsubscribe button or they are touted as preference centers during the unsubscribe process (what is normally referred to as the opt-down center BKA the save-the-subscriber center).If you have spent a fair amount of time and money in you preference center and actually use the data that comes in when people update their "stuff" then you as a marketer need to shout it from the rooftop on each and every email that this sort of thing is important to the subscriber...
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Ditch Your Preference Center And Focus On The Behavior Of Your Subscriber

Ditch Your Preference Center And Focus On The Behavior Of Your Subscriber

I recently took part in the panel "25 Ideas in 25 Minutes" at the Email Insider Summit in Park City, UT. While my fellow panelists and I were unable to get through all of our ideas, one idea I mentioned caused quite a bit of chatter, both on Twitter and in the hallways after the session. I suggested that brands ditch traditional preference centers and focus on the behavior of the subscriber for better targeting. I said that preference centers are hard to maintain and, in many cases, irrelevant because brands either don't use the data collected or because subscribers rarely go back to update their preferences as their relationship with the brand evolves. As I work with clients to understand the challenges they face, I am more inclined to recommend that they invest their marketing dollars in tools that can track and record subscriber and customer behavior, and lead to better targeted email campaigns. Traditional preference centers are static and rarely...
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Choice & Control: The Ultimate Email Marketing Weapon.

Choice & Control: The Ultimate Email Marketing Weapon.

As a subscriber to many email programs, I have the choice whether or not to open, read, click and convert to a companies newsletter or promotional email.  In addition, I can choose whether to remain subscribed or get out.  Its simple, I am in control. As a sender, I have the choice of whether or not to send the subscriber my specific content that day or week with the hopes that it will be interesting or compelling enough for the subscriber to make his/her choice.  I can choose if certain people get certain things or not get anything at all.  Its simple, the sender is in control. When there are two opposing forces vying for control and choice, something inevitable happens: collision.  We all know what happens when a collision occurs and in the digital world, it not only is ugly, but its public. Choice and control should almost always never reside with the sender because people today demand a personalized experience and...
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