Marketers should be well aware by now that their subscribers only care about what you can do for them. Email content should not be used as an opportunity to pat yourself on the back, it should be a relationship builder. When you allow your subscribers to get to know, like, and trust you, over time you’ll see more long-time loyalty, referrals, and repeat purchases.“Being bombarded with too frequent, irrelevant, and repetitive emails are the top three reasons people unsubscribe.”
According to Hubspot, “Relevancy is one of the top reasons people subscribe and stay subscribed to emails, and allowing subscribers to specify their personal email preferences is one of the top tactics for improving relevancy.” Staying relevant is key in such a quick-paced and noisy marketing world. Being bombarded with too frequent, irrelevant, and repetitive emails are the top three reasons for unsubscribing. Speak directly to what matters to your subscribers.
We have shown you in other blog posts how to write copy that engages your audience, but there is a further step that you can (and should) take to guarantee you’re speaking to your individual subscribers.
Why You Need an Email Preference Centre
Preference centres are personalised email registration web pages for email subscribers. They act as membership pages that let readers manage their email subscriptions, demographic information, and interests. By sending subscribers who click “unsubscribe” to a preference page, you may be able to save a subscriber by allowing them to tell you what they really want. This may include options to receive less frequent emails or to only receive emails on a specific topic.
Preference centres are an important part of the email subscription and unsubscription process now - and it’s no wonder why. By giving the control to your subscriber, you are building a relationship that says, “I care about what’s important to you and I don’t want to spam you with irrelevant information.”
Preference centres help you to achieve 3 main goals:
- Give more power and control to subscribers.
- Drive higher relevance and greater personalisation.
- Help divert unsubscribes and reduce list churn.
Talk about a win-win; the consumer only receives what they are interested in and you see higher click-through and conversion rates, and a lower unsubscribe. Collect more data points through preference centres and use this data to drive your communications and prevent your customers from being disengaged.