by Marianne Cellucci
You must keep your prospects and customers in charge of the relationship and defer more and more to their communication preferences. An email preference center, also known as a subscription center, is an essential element of any successful email marketing strategy, because it’s a place where your prospects and customers can be directed to add or update information about themselves and their preferences.
Maintaining a subscription center conveys to customers and prospects that they are in control and that you value their input— from how frequently they would like to receive your emails to the type of content they desire. A preference center provides the foundation for subscriber personalization and is the best learning tool in your email marketing toolbox to reduce attrition rates and increase subscriber engagement.
For your customers and prospects there are many benefits, including:
Personalization by way of a preference center can give your customer or prospect a lot of control over what appears in his or her inbox. Whether you are selling to consumers or to businesses, leveraging a preference center is an effective best practice used by many savvy marketers to deliver strategic communications and engage their audience through relevant communications.
It comes down to giving your customers and prospects what they want–an approach that's a win-win for them, for you, and the ISPs!
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