A preference center allows your readers to subscribe only to the content they want to receive. If your emails only include an unsubscribe link, you are potentially reducing the impact and audience size for your email marketing.
Your preference center should allow customers to opt in or opt out of receiving informational, product or company emails. You can also offer content at both the business line (personal, business, insurance, investments) and at the product level (checking, loans, credit cards, online banking) for further customization.
Your preference center options should closely align with your email content marketing strategy. Begin by evaluating the mix of content for your emails. We recommend a 60/30/10 split.
As your customers opt into different communications, your organization will have an opportunity to evolve your content and preference center strategy. If more customers are opting in to receive communications about digital banking services, you can create additional emails related to those topics. Are they opting out of receiving emails about insurance? Consider reducing the number of communications about that topic. Leverage the insights from your preference center to inform your strategic content marketing decisions.
Oftentimes, the reason customers unsubscribe from emails is due to the frequency of communications. Make sure your preference center allows customer to select the frequency of communications, whether it’s daily, weekly, monthly or quarterly. If you see that many customers want to receive fewer communications, it may be a sign that you are sending too many emails. Use these insights to further refine your email marketing strategy.
We realize your list of priorities and “must-do’s” changes frequently. We would be glad to help you develop a structured game plan for orchestrating your email communication strategy. Contact us to get started.