Building a World Class Email Preference Centre
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Building a World Class Email Preference Centre
- 1. Building a World-class Preference Centre Richard Evans, Director of Marketing - EMEA
- 5. 1 2
- 7. Gender
- 11. 3 forms of data that drive dialogue
- 15. By 2014, the average consumer will receive 9,000 email marketing messages a year.
- 16. Birth Date – A Simple Example
- 18. 2009 Birthday CampaignIndexed Results… Almost 25X better…
- 19. Three Types of Preference Centres
- 20. 3 Types of Preference Devices Opt-in Opt-out Update
- 21. 3 Types of Preference Devices Preference Centre Opt-in Opt-out Update
- 23. Email address
- 25. Even if no additional infoOpt-in Step 2 - Subscriber adds info or not
- 26. Change: - Preferences - Email address - Frequency - Topics - Publications
- 27. Opt-out / Unsubscribe Promote subscription change rather than full unsubscribe Legislative compliance: no password/login required
- 28. 27 Best Practice Examples From the real world of marketing…
- 30. Capture Key Personalisation Data
- 31. Clean and Simple Opt-In
- 33. Obvious
- 37. Standardisation key to Data Usability - Drop downs ensure consistent responses
- 38. Other Channel Options Mobile # for SMS Mailing address for direct mail
- 39. Question Expansions for Details
- 40. Strong Value Offer for Information
- 41. Brag if you can
- 42. Show Samples of Emails
- 43. Avoid Using “SUBMIT” Convey the value, benefit
- 44. Confirm Subscription IMMEDIATELY Subscribe Notify Message
- 45. Promote Update in Welcome Email
- 46. Capture Additional Data via Surveys
- 48. Master the art of Email Marketing Ju-Jitsu
- 49. Your preference centre actually BEGINS in the email.
- 51. Change email address
- 54. Easy to read font color
- 56. So What are the Alternatives?
- 57. More than 30% of your list will churn this year. (c) bound_4_freedom on Flickr. Source: FreshAddress.com
- 60. Email Frequency
- 61. Take a break. Hit Snooze. 3-5 per cent decrease in unsubscribes.
- 63. Multiple Lists
- 64. Why Are You Unsubscribing?
- 65. Quick Starting Points Think beyond opt-in and opt-out Use preference centres to START a relationship built on relevance Give consumers options Especially at the time of opt-out Cover the basics first and then build “best practise” incrementally
- 66. Thank you!
Notas do Editor
- During the past decade, the marketing world has changed dramatically. Today, buyers are being bombarded with product-related messaging from every direction, and its only getting worse. Forrester Research estimates consumers will receive more than 9,000 email marketing messages a year by 2014!
- During the past decade, the marketing world has changed dramatically. Today, buyers are being bombarded with product-related messaging from every direction, and its only getting worse. Forrester Research estimates consumers will receive more than 9,000 email marketing messages a year by 2014!
- Validate informationKeep the data in your list clean and usableUse drop down boxes instead of free form – example variations in StateDisplay validation errors as fields are entered not upon form submission