A key aspect of e-mail marketing is providing relevant content to your audience and we’ve already posted how segmenting your list can help you do that. Setting up a flexible preference center can also help you deliver relevant content. Recipients’ preferences can change over time, and a flexible preference center allows your subscribers to select which of your communications are most relevant to them. This could be the difference between subscribers globally opting out of your communications or only opting out of communications that aren’t relevant to them.

If you are looking for some ideas on how to maximize the flexibility of your preference center you may want to check out Adam T. Sutton’s MarketingSherpa Blog entry, “Good preference centers can hold onto subscribers even as they change.” This article details options you can set up in your e-mail preference center to provide more flexibility. You can read the details here.

Are you satisfied with the level of flexibility your preference center offers subscribers? Let us know by clicking on the leave a comment button below.

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