A preference center is a tool that allows your email subscribers to select the types of content they want to receive from you.
Why this is useful
The preference center benefits your email marketing campaigns by allowing the contact to revalidate their preferences. This means they can adjust what content they want to receive, which increases engagement and decreases the likelihood of unsubscribing. By staying subscribed and receiving content that interests them, the contact will likely remain engaged with your brand.
In addition, this can also help you gain insights into your subscribers' interests and preferences. By analyzing the data from the preference center, you can identify patterns and trends that can inform your email marketing strategy and improve the effectiveness of your campaigns. It also creates a personalized and relevant experience that helps build stronger relationships with subscribers and increases brand loyalty.
How to configure your subscriber preference center
1. Select the Contacts tab.
2. Select your contact list from the dropdown and click the ⚙️ icon. This opens the Manage Lists and Attributes page.
3. Click on the Interests tab to manage your subscriber interests.
4. Select + New Interest to add an interest.
5. Enter your interest name, like Sports, and click Save.
6. Make sure the visibility is set to Visible.
Private interests, on the other hand, can help create targeted campaigns for specific groups of people. However, the person receiving the campaign won't be aware of these interests and can't change their preferences based on them. The sender can still use them to make their marketing efforts more effective.
7. Select Preview to see what your Preference Center looks like.
You can see the appearance in the preview and customize it by going to the brand settings.
8. Click on a campaign's unsubscribe link to test the newly added interests.
9. Alternatively, you can modify the text for this link to share it with your contacts and enable them to control their subscription preferences.
10. The contact can toggle between these interests when they click the link.