BLOG POST 3 minutes 12/9/2019

9 Ways to Improve Opt-In Rates with Preference Management

Clarity and control.

Providing these to consumers has been one of the biggest challenges modern companies face in light of privacy protection legislation.

But what most brands don’t realize is giving customers more control over their personal information and how it’s used can actually improve engagement and opt-in rates. Smart companies that take advantage of consent and preference management can design experiences to meet this challenge.

In fact, there are 9 specific ways companies can use preference management best practices to improve customer opt-in rates. 

1 – Dynamic Preference Centers

In today’s DIY world, self-service style preference centers are a must.

Spend time building a comprehensive preference center to cover all options and data requests across marketing activities. This will be the foundation of your preference management processes.

2 – Granular Opt-Down Settings

Many companies rely on a simple, global unsubscribe link across their marketing channels to ensure compliance with consumer preferences. This is a mistake.

Using preference management, you can give customers a variety of granular opt-down settings. Instead of opting out of all messages, users can choose what information they want to receive and at what frequency. Consumers can potentially even opt in for content they didn’t know existed. 

3 – Robust Cookie Banners

Investing in a well-designed cookie banner experience can affect your customer opt-in rates. Your cookie banners should match your brand look and tone. You should also tailor them and your preference center according to past customer behavior. 

4 – Accurate Privacy Policy

Customers who know that your brand has their best interests in mind are the ones who engage the most. And the best way you can prove your trustworthiness is by creating an accurate privacy policy that’s consistent across your websites, channels, and apps. 

With a focus on preference management, your privacy policy will be consistent with the latest regulations, laws, and mandates. 

5 – Timely Consent Collection

You don’t need to collect consent for everything. In fact, you should customize your consent and only ask for permission when you need it. You can do this using customers’ geo-location and just-in-time consent.

6 – Improved User Experience (UX)

If any part of your online user experience (UX) is difficult for customers, they’re going to want to opt out. On the other hand, if you make the experience a smooth one by syncing preferences across mobile and web, they’re going to want to opt in. 

Preference management even lets you link all systems so your sales and marketing activities are consistent.

7 – Martech Stack Integration

Delivering on your promises when it comes to data security makes customers want to spend money with your company. Preference management can help you do this by managing consent and preferences across your marketing applications. 

Preference management software provides integrations for your entire martech stack, so your behind-the-scenes processes fuel a flawless experience for customers.

8 – Detailed Customer Consent

Well-executed preference management gives companies the power to collect minute details about users’ consent including who, when, what they were told, and how they consented. This attention to detail will communicate transparency, trustworthiness, and brand integrity to consumers. And that’s a winning combination for gaining opt ins.

9 – Streamline Consent

Preference management should make it easy for users to give consent or to take it away. So most of all, the process – both on the front end and back end – should be streamlined. 

Whether it’s the technical integrations and database of records, or the path to opt out and opt in on cookies banners and preference centers, the customer should have no trouble accessing it.

Conclusion: Be Transparent

The #1 rule of consent and preference management is to be transparent.

If you want to reap opt ins in the midst of stricter and stricter privacy legislation, foster trust with users by giving them visibility and control over how their data is used. 

Communicate on their terms and honor their requests.

Preference management software can automate the whole process for you. It’s designed to manage your entire consent management processes in the least amount of time, effort, and expense.

Wondering how to get started with Preference Management? Watch the SiriusDecisions and OneTrust PreferenceChoice webinar Crawl, Walk, Run: The Stages to Leveraging Consumer Preferences. Access it here.

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