Email Applied: How to Implement an Email Preference Center
➜ Opt out. Of course you want to offer this option to remain in compliance with CAN-SPAM regulations. But if the page is simple and your recipients can also see "Change Email Address" and/or "Reduce Frequency," they may make other choices. It's important to preserve the right to communicate once or twice a month instead of having no chance to send emails at all.
As a side note, never offer a one-click unsubscribe. This refers to a situation where the opt-out link in an email is clicked and the reader is immediately unsubscribed. In many cases, the recipient may have been looking for a way to modify their preferences. Instead, direct them to your preference center. You still want to make it easy to opt out, but don't throw away the chance to save a relationship.
More Advanced Preference Centers
These include some or all of the choices mentioned previously, but also allow subscribers to update personal data and interest information.
➜ Personal data. As a cross-channel marketer, you know the importance of having up-to-date information about customers and prospects. Allow recipients to link to your preference center from the email footer to update important information. If you didn't capture this data during registration, recipients may choose to volunteer additional information.
➜ Interests. Give recipients a short list to choose from. Only provide this option if you're ready to "deliver on the promise." If your reader indicates they're interested in a subset of your products or services, be prepared to send them specific emails from time to time with content or offers that relate to their interest(s).
Complex Preference Centers
These are for marketers who are prepared to use advanced techniques such as dynamic personalization and triggered messaging. You allow subscribers the ultimate control in defining their interest in your product or service.