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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A Simple And Clean Approach To Opt Down

A Simple And Clean Approach To Opt Down

Its been said that a good defensive strategy wins the big games and I could not agree more.  While some companies are spending a ton of money building out preference centers and the backend systems required to support them, a little known secret in the email marketing world is that by simply adding an opt-down page, you can save or at least divert subscribers from totally exiting your email program.  Much has been written in the past about an opt-down page, so I won't go into the pro's and cons of putting one up, other than to say that if you have no one unsubscribing from your program or if you send only 1 email a year, then this opt-down thing is not for you. Truth be told, I believe that just about everyone should have an effective and intuitive opt-down center, especially those that are frequent senders.  Its adds to a positive brand experience and affords your subscribers a level...
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