Why You Need a Modern Email Preference Center and How to Build One

The GDPR, which has existed for 15 months, has impacted the marketing profession, especially marketing automation. Although information security and data protection have always been important considerations, they have now only increased.

As an integral part of international law with clear restrictions on how companies may or may not use personal information, GDPR has made marketers more sensitive to the needs and preferences of their target audience.

This is generally a good thing, but there is no denying that the balance is in favor of potential customers and customers, and away from marketers.

Preferred email centers are designed to get the best of both worlds: potential customers and customers have control over the communications they receive and can unsubscribe at will; marketers can communicate better and in a more targeted manner.

That said, many marketers don’t believe they are generating enough customer data or activity to justify the hassle and expense.

But with the right insights, customizations and personalizations, a preference center can be one of the best tools for creating more lasting and useful relationships with potential customers and potential customers.

If you are a marketer, you can take advantage of this.

Find out what you need and what you don’t need

Favorite data may be the only information you need until customers start browsing, clicking, downloading and buying. Therefore, the preferred options should help them manage their shopping experiences more effectively.

To help them do this, you need to decide which data you want and which you don’t want. If you just ask for an email address, you will probably be able to get people out of your database more quickly. But it does mean, to some extent, sacrificing wealth for agility.

A progressive format, which captures many fields of data and reduces the threat of shutting down the process, is probably more effective.

This does not mean that you should collect information you do not need – five-year address history and Myspace accounts are probably not needed – but if you are a fashion retailer, say, it’s good to know which colors you prefer. , which brands are your favorites, and anything else that can help you create smart, personalized content and offers.

What you do and don’t need will evolve over time to meet legal and business requirements. To make both possible, you need to constantly review the forms and delete unnecessary fields.

Offer options

The easier it is for users to communicate their preferences, the healthier your database will be.

It is often tempting to make all fields mandatory, assuming as many customers and prospects as possible to provide as much information as possible, but the reality is that they will act quickly. Not everyone you want to do business with wants you to have their phone number, and that’s for sure. By making form fields optional, you can embrace freedom and freedom with your data.

Offering more options is the easiest way to manage your preference center, but it doesn’t just mean giving people more ways to choose not to provide information. You can also have a lot of trouble offering alternatives to disconnect – for example, if they don’t want to receive a particular type of email, you can choose everything. If they want to change their email address, usually receive fewer messages or receive only one type of email, you must also specify options.

Make it multiplatform

It makes sense to have your preferred center working across multiple devices and formats, but it’s still worth pointing out – some marketers are still using desktop formatting, even when mobile devices become more popular. This usually happens when a preference center is designed before smartphones and tablets become as popular as they are, in themselves an indication that something needs to change.

The desktop experience and the mobile experience must be intuitive and easy. If it’s not optimized, work with the website and email design teams to optimize it. With responsive design, you can ensure that users see fewer form fields at once when using a smaller screen, without sacrificing desktop experience. Social login can make choosing mobile users faster and easier.

Consider the intention

Finally, a center of preference must consider the client’s profiles and intentions. If the user clicks on “Change e-mail address” when opening the message, he will be directed to a screen where he can do this without unnecessary complications; If you want to cancel your subscription, you do not need to browse the entire preference center to find the option you are looking for.

Create different variations based on different behaviors and goals. The goal should be to establish a clear and causal relationship behind what the subscriber wants and does. If you want to change the frequency of your communication, you should be able to do this without spending more than a minute.

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GDPR is now ingrained regulation, not an imminent threat. Although it imposed some restrictions, it also clarified, to some extent, how marketers should act. In that sense, it was less a punishment than a warning.

For decades, we have talked about putting the customer first; a great experience with your Email Preference Center is one way to really do that.