Building a World Class Email Preference Centre

#SPOP11

Richard Evans, Director of Marketing - EMEA

Building a World-class Preference Centre

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Logical Personalization?

• Postal code - Geography• Gender• Relationship status• Wedding anniversary• Significant other’s birth date

Datais the key to engagement and relevance

3 forms of data that drive dialogue

•What we learn by listening

Inferred

•What we learn by monitoring

Implicit

•What we learn by asking

Explicit

Opt-in and preference centre data determine the first steps in your dialogue.

Why Preference Centres?

Data Capture•Demographics & interests•Up-to- date info

Subscriber Empowerment•“My Email”•Better retention

Increased Relevance•Preferred frequency, lists•Basis of personalisation,

segmentation

Why Now?

There are more channels to

consider

Increase relevance + ward off ISP

filters

Customers expect control

of the relationship

You should have

centralised control of all

email

You need to reduce list

churn

By 2014, the average consumer will receive

9,000 email marketing messages a year.

Birth Date – A Simple Example

Deploy Post-Purchase Emails?Type of Post-Purchase Email Percentage Deploy

Service satisfaction 50%

Product Review Request 43%

Recommendation (since you bought this, you might…)

29%

Do not deploy post purchase emails 26%

Bounceback 21%

Cross sell/Upsell 19%

Happy Birthday Promotion 17%

Reorder/Replenishment 17%

Purchase Anniversary Promotion 12%

Product Review Posted Notification 2%

2009 Birthday Campaign Indexed Results…

Almost

25X

better…

Three Types of Preference Centres

3 Types of Preference DevicesOpt-in

Opt-out

Update

3 Types of Preference DevicesOpt-in

PreferenceCentre

Opt-out

Update

27 Best Practice ExamplesFrom the real world of marketing…

Elements to Consider

Demographics

Interests / Preferences

Lists / Publication

Channels Frequency

Capture Key Personalisation Data

Clean and Simple Opt-In

- Simple- Obvious

- Logical value to consumer

Single Column Layout

- Eye-tracking studies suggest single

columns are easier to

read

- First/Last name, Birth

date are exceptions

Data Standardisation

Verify Email Address

Standardisation key to Data Usability

- Drop downs ensure consistent responses

Mobile # for SMS

Mailing address for direct mail

Other Channel Options

Question Expansions for Details

Strong Value Offer for Information

Brag if you can

Show Samples of Emails

Avoid Using “SUBMIT”

Convey the value, benefit

Confirm Subscription IMMEDIATELY

Subscribe

Notify

Message

Promote Update in Welcome Email

Capture Additional Data via Surveys

Diverting Unsubscribes

Master the art of Email Marketing Ju-Jitsu

Your preference centre actually BEGINS in the email.

Footers – Make it Obvious

Include links to all 3 main options:

- Update preferences- Change email address

- Unsubscribe

Don’t Use Euphemisms

Where’s the “Unsubscribe” link?

Don’t Require Magnifying Glasses

- Use an appropriate font size- Easy to read font color

- Don’t bury key links such as “Unsubscribe” in text

Clearly Differentiate Links

Use simple, plain language – don’t use jargon

So What are the Alternatives?

Alternatives

Frequency

Format

ChangeEmail

Profile/Preference

s

Channel

OtherEmails

(c) bound_4_freedom on Flickr. Source: FreshAddress.com

More than 30% of your list will churn this year.

A good start

Missing:- Frequency Option

- RSS or catalog option

Change Email Address

Email Frequency

Take a break. Hit Snooze.

3-5 per cent

decrease in unsubscribes.

What You’ll Miss…

Multiple Lists

Why Are You Unsubscribing?

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

Thank you!