BLOG 3 Minutes 4/6/2020

Increase Opt-ins With a Preference Center Strategy

preference center strategy

Did you know a good preference center strategy can be the difference between an opt-out and an engaged subscriber? Rudimentary unsubscribe links that lead to basic opt-out pages just don’t cut it anymore. Brands that still employ this simplistic unsubscribe model are setting themselves up for failure.

Instead, marketers that want to keep their audience engaged will employ a series of bulletproof strategies to increase opt-ins. Preference management should be at the center of these efforts, and customer-facing preference centers will become a key component to engage with prospects and customers for modern marketers.

Because a preference center plays such an important role in successful preference management, we’re outlining four primary tactics all smart companies should execute in this area.

#1 – Frequency

To increase opt-ins from your preference center, update the frequency options your users can choose from. One of the primary reasons users opt-out of communication from brands is because they’re receiving messages too often. That means giving them a choice to decrease this frequency is your ticket to avoid the opt-out and keep a valued customer.

You can take this a step further by also offering to send messages at specific times. For example, brands in media and publishing may want to create morning and afternoon editions of online newsletters to accommodate subscriber preferences. Another tactic in the area of frequency is giving users the ability to take a break from all communication for a set period of time, allowing the brand to redeem itself in the future.

And this isn’t limited to email communication–your audience should be able to set frequency preferences for email, SMS, phone calls, and more. 

#2 – Topics

Diversifying your messaging options has been an evolving topic in preference management. However, any company that wants to increase customer engagement and opt-ins will make this standard to its preference center.

Brands must build messaging about a variety of niche topics related to their industries, products and services. They must then offer these different categories to subscribers within their preference centers. Automation has made executing on this process so much more fluid, that even the smallest of marketing teams can accomplish it.

The truth is, when only offered the ability to opt-out, a user will opt-out if they are receiving ANY content that isn’t relevant–even if they are also receiving content that IS relevant. Empowering your audience with more choices exponentially increases the likelihood users will stay opted in. It also enables you to know your audience better and perhaps segment in new ways. Putting users in control of their preferences not only engages them, but also grows customer loyalty.

#3 – Privacy

There’s no doubt complying with new privacy regulations has rocked the worlds of most marketers. It’s no longer possible to just publish a privacy policy or a cookie banner to communicate with your audience. Smart brands understand privacy compliance touches every part of their businesses and must be integrated seamlessly into their marketing and branding.

With that in mind, all preference centers should include a place where users can view their privacy rights and update privacy settings, including cookies settings, as well as make any data requests they may be entitled to under regulations like GDPR and CCPA. Most importantly, users should be able to edit their information right from the preference center and provide first-party data about their preferences. 

As privacy regulations increase in number and complexity, marketers would be wise to include customer-centric, transparent privacy practices into their preference management strategy to build trust with their audience. 

#4 – Trust Center

A trust center is the evolution of a preference center and a key part of a preference management strategy. It’s essential for marketing compliance with privacy regulations and building customer loyalty. When transparency is what consumers are looking for from brands today, a trust center is a tangible way to put that transparency on display.

A trust center should contain all the information about the brand’s data gathering, storage, and management processes. It reveals to consumers just what the company is doing with their information and what it plans to do with it. A trust center can be a competitive advantage when it comes to gaining opt-ins, building trust through transparency, and driving customer loyalty. 

Modern Preference Management

Every brand is different, with contrasting audiences, channels, and messages. So while there may not be a one-size-fits-all approach to preference management, there are some things that should be standard in any preference management strategy: frequency, messaging, privacy rights, and building trust. 

By including these four areas in your preference center, you can change that simple unsubscribe link to a manage preference link and increase opt-ins quickly. 

Next Steps on Preference Center Strategy

If you want more information about how to build a modern preference center, watch our most recent webinarMaximizing Opt-Ins with Preference Management.”

To learn more about the OneTrust PreferenceChoice preference management solution, schedule a 1-1 meeting to talk to an expert today. 

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