We’ve all been in a situation where we’re receiving too much email from a particular company, and we’re ready to opt-out. I don’t know about you, but I get quite a bit of satisfaction from clicking that unsubscribe button – sayonara! There are times, however, when I click the unsubscribe link, and I’m taken to a page that either let’s me opt-out completely as I originally intended, or choose which particular emails I’d like to receive, and how often.
This presents a dilemma! I was so ready to opt-out, but now I suddenly have the option to receive only one email a week with just the things I want to see. What’s not to love about that? In almost every situation, if I’m given the choice unsubscribe or manage my preferences, I will choose the latter. After all, for me, the annoyance is usually in the amount of emails and the irrelevancy of the majority – there are still a few that I’d like to see in my inbox every now and then.
At Delivra, we have many clients who utilize preference centers, including our March Client of the Month, Berres Brothers Coffee Roasters, and the results are in – improved engagement and increased ROI across the board. After all, it makes sense – if you ask for a specific email at a certain frequency or perhaps even at a certain time of day, you’re much more likely to open and read it than if it’s a random message from that one company that blasts your inbox on the daily. Not only that, but targeted mailings go along with email marketing best practices, so it gives you an automatic A+ in our book.
Ready to implement a preference center for your company’s email program? Reach out to us today! (If you’re a current client and are ready to implement a preference center, reach out to your Client Success Manager.)