How Important Is It That Your Email Marketing Provider Allows You To Have A Preference Center?

How Important Is It That Your Email Marketing Provider Allows You To Have A Preference Center?

By:




The overload of spam and unwanted messages in the inbox has forced email marketers to put an even bigger emphasis on relevance. One of the most effective ways to make sure your marketing message has this relevance is through the use of a preference center. With a preference center, you essentially have a personalized web page tailored so each subscriber can specify how they prefer to interact with your message. Considering the distinct benefits that are up for grabs, we would say that having an email marketing provider that allows you to enjoy this luxury is extremely important.

Better Responses

A preference center actually benefits both the email marketer and their subscribers. Why? Because it allows you to execute your strategy based on what the reader truly wants. A well designed preference center makes it easy and convenient for subscribers to specify things such as the frequency, format, and content they prefer. These are options several email marketers give their new subscribers during the signup process. Be that as it may, having a preference center is still beneficial for the simple fact that its gives subscribers the opportunity to visit a page that allows them to make updates as their interests and desires evolve over time. When you are providing what the subscriber wants, you are far more likely to get a better response.

Fewer Complaints

Complimenting your email marketing with a preference center is all about giving your audience more control of the relationship. This may not seem like something you should be concerned about on the surface, but in times when users have had it up to here with spam and irrelevant emails, it is more important than ever. Even subscribers who have given you explicit permission to put them on your list and contact them can easily report you for spam. It is actually something that happens all the time. Subscribers who know they can manage their settings through a preference center are less likely to complain all because aspects such as frequency, format, and content are less likely to be an issue. The less complaints you have to deal with, the better your reputation.

More Efficient Marketing

The main reason you need access to a preference center is simply because it can make you more efficient as an email marketer. In fact, the subscribers who take the initiative to manage their options when necessary could create a whole new segment or segments for your targeting strategy. For example, if a group of subscribers specify that they want to start receiving email on their BlackBerrys, it might be sensible to target them with campaigns designed for the mobile platform to ensure that your message makes an impact across the board. A preference center can help you better understand your audience and make your content as focused as possible.

Having a preference center can work wonders for retaining subscribers and keeping them engaged. If your email marketing provider does not offer this luxury, it may time to create your own or find a partner that can better service your needs.

About the Author:
Rick Kane is an advocate for email marketing provider best practices of permission-based email services.



Article Originally Published On: http://www.articlesnatch.com


Tags: , , ,

|

Loading...
Related....
Videos...

Recent Marketing Articles

Comments

Still can't find what you are looking for? Search for it!

Loading

Site Navigation:

Copyright 2005-2011 ArticleSnatch, LLC - All Rights Reserved.
Privacy Policy | Terms of Service.