Customers communicate through many different channels.
A marketing communication preference center can enhance a company’s email marketing rate of return. A preference center is a Web page that allows customers, or subscribers, to set their preferences for content, format, frequency and other options when they sign up for a company’s email list.
It gives subscribers more control over the emails they receive. Honoring a subscriber’s preferences can build customer brand loyalty and trust and increase revenue for small business owners.
Give subscribers the option to determine the type of content they want to receive. Providing content is where marketing preference centers demonstrate their strength, and they are best suited for companies that sell multiple products or services. For example, a retail marketer that sells a variety of items can benefit from asking subscribers what products they’d like to know more about.
A female subscriber may show interest only in content regarding women’s clothes and shoes or sales notices related to these items. Sending irrelevant email content to this subscriber may prompt her to unsubscribe from the company’s email list, but a marketing preference center allows the marketer to tailor content and offers according to the subscriber’s interests.
Allow customers to select their preferred content format. Subscribers no longer are reading email solely from computers. They view email from a variety of devices, such as mobile phones or e-readers. As a result, it is important to allow customers to select their preferred email format — HTML or text.
The B2B Email Marketing article “Five ways to make your communication preference center stand out” suggests including a link to explain the difference between format options and why a subscriber may want to select one format over other options.
Give customers the option to set a frequency rate for receiving relevant content. Some customers may be comfortable receiving emails every day, but others may prefer to receive relevant content once a month.
In some instances, over-emailing subscribers can decrease the value of a company’s offers, but allowing the subscriber to set a frequency preference can prevent a company from annoying its customers.
Provide basic preference options that allow customers to modify their subscription over time. According to Target Marketing Magazine, 20 to 25 percent of a company’s subscribers change their email address each year, so providing this basic preference option allows a company to retain customers as their personal information changes.
Allowing subscribers to change other basic options such as contact information or the option to unsubscribe from certain content aids company’s in staying current with their customers preferences.