Email is one of the strongest marketing channels we have ever seen. With balanced email communications marketers can maintain a live connection with their prospects and customers.

To balance your email marketing rightly, you should use preference centers which are powerful tools that can be used to tailor both email content and cadence.

Marketing Land columnist Len Shneyder has published an article on using preference centers to strengthen email marketing.

Talking about how preference centers work, Shneyder says, “National Geographic lovers may see a comforting image of two zebras with a great subject line like “Tell us your preferences. Love your inbox again,” to entice readers to adjust their email preferences. Customers who click the “update your interests” category are taken to a preference center that details the types of emails they can receive and the option to unsubscribe from all of National Geographic’s communications.

This useful page serves several purposes:

  1. Customers feel empowered to minimize the noise in their inbox.
  2. The email that brought them to this page enhances engagement in the inbox, which improves National Geographic’s overall sending reputation and ability to reach the user in the inbox.
  3. By giving potentially disengaged users the ability to unsubscribe from future mailings, National Geographic is protecting its reputation by preventing messages from being marked as spam”.

Let customers drive email’s cadence

Marketing Land

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