7 Best Practices for implementing Preference Center
Knowing what users enjoy is essential for improving their overall experience. Users value the freedom to receive personalized recommendations that cater to their preferences, allowing them to enjoy content they like and avoid what bothers them. The Preference Center is an effective method for identifying these preferences, ensuring users have a delightful experience and receive the information they desire.
Ultimately, the preference centre tailors communication, which is crucial for business growth and maintaining user loyalty.
Therefore, we bring you this guide, where you will learn the best practices to optimize the preference centre for email marketing.
Ask users for their preferred Communication channels
Clear communication is an essential element of a well-designed preference centre, and it comes with the right communication channel. So, allow your users to choose the platform or device they like to receive the notifications.
Since the user experience varies from device to device, it’s a must to know their choice. Whether they like email, push notifications or anything else, provide them the option. Their choice of communication channel will help you tailor content accordingly.
Provide users subscription and Unsubscribe options
Only providing users channels alone may not be a fruitful practice unless you know the type of notifications they want. Thus, also allows users to choose the type of subscription.
For example, if they choose email as the channel for subscription, ask the type of notifications they would like to receive- email newsletters, promotions or updates.
Every user has a different perspective and comfort. While some users may like promotional SMS, others may like email newsletters. To sync with their choice, learn the user behaviour.
Further, for every communication channel, ensure to add an unsubscribe option. This also comes under standard practice for data privacy such as GDPR.
Let users control frequency settings
Never bombard users with messages, they will find it annoying and unsubscribe from your notifications. As a result, it will also decrease the user engagement rate on your website or application.
Instead, let users decide when they want to receive the messages, what time and how many times a day, week or month. Further, you can also include an option “As-it-happens" for sharing immediate or real-time notifications for specific events such as breaking news.
Offer what you can deliver
User subscribing to any type of content or subscription becomes your liability. They will expect to receive them. If that doesn’t deliver, it will negatively impact your brand value and loyalty towards your users.
Therefore, whatever options you provide, ensure you fulfil them. Consider it a promise made to the users.
Should be device friendly
Your audience may not be limited to one device, hence, your marketing emails can be opened over a desktop or phone. Litmus studies show that about 40% of emails are open on mobile which accounts for more than the desktop apps.
Thus, your marketing content must be device-optimised. If you have a website, it should be device responsive so that it provides a seamless user experience across mobile, desktop or tab.
Opt-in and opt-out
If you have multiple sources of communication, it’s best to allow users to choose which ones they like. Getting this consent from users will help your strategies in your communication with respective channels.
As well as you will have more ways to personalise user experience on their preferred channels.
Privacy and data sharing
The last but most important aspect of the preference centre is enabling users to have control over their data sharing.
In this state, stay transparent with the user in terms of data collection, storage and usage. As mentioned earlier, the data protection standard requires explicit consent from users.
Key Takeaway
Implementing a preference centre is a smart move for businesses looking to improve the user experience and establish long-lasting relationships with their audience. By staying updated on the latest technology, like Notifly, it becomes easier to understand what users want. This way, businesses can stay ahead of the game and provide users with content they truly enjoy. It's a win-win situation for everyone!
