OPTIZMO Email Marketing Tips – Using a Preference Center

In 2020, we are continuing to add more useful content to our website, including a variety of Email Marketing Tips articles. In this week’s article, we look at the benefits of using a Preference Center as part of your Opt-Out process.

What is a Preference Center?

A Preference Center is a tool that allows your email recipients the option to unsubscribe from particular types of email messaging, while potentially continuing to receive other email content. A Preference Center will always include the option for the recipient to Opt-Out of all future email messaging, but by providing choices, it is possible to maintain the ability to send certain types of email campaigns to the recipient that they may still have an interest in.

Should you consider a Preference Center?

This approach may not be beneficial or even logical for every advertiser. Whether it makes sense is largely dependent on your business model and marketing strategy. Here are two examples where a Preference Center could be valuable.

Multiple Offers/Brands – If an advertiser has multiple brands and/or offers running across different email campaigns, it is certainly feasible that a recipient may not be interested in one marketing campaign, while still being a good prospect for a separate campaign or offer. So, empowering a recipient to Opt-Out of the campaign that isn’t of interest, while remaining open to receiving other offers, provides the advertiser and its affiliates with the ability to continue sending email promotions about those other offers to the recipient. Conversely, not setting up a Preference Center in this situation may lead to losing good prospective customers to one product or brand, simply because they aren’t interested in another one.

Multiple Types of Email Communications – If a company is communicating with email recipients with a variety of content types (special offers, product announcements, newsletters, etc.) it may well make sense to provide recipients with the ability to pick and choose which messages they no longer wish to receive and which ones they still find valuable.

The two-fold benefit of a Preference Center is that it provides email recipients with more control over the email content that comes to their inboxes, while also providing advertisers with the opportunity to continue mailing a recipient offers/messaging that they may find engaging while honoring Opt-Out requests from content they don’t wish to receive.   

How do I enable a Preference Center through SUPPRESS?

You can easily incorporate this functionality within your SUPPRESS account. You can learn more in our Help Center. You can also get more information from your account manager or by reaching out to support@nulloptizmo.com.