The Advantages of Using an Email Preference Portal to Manage your Email Subscribers
Wednesday October 4, 2017
In my previous blog, I outlined the process for effectively managing your email subscribers. As I mentioned in that blog, engaged subscribers are vital for your email marketing campaigns to be a success. However, increasing your engaged subscribers isn’t the only advantage that comes from using an email preference portal.
Other advantages include:
Enhance subscriber engagement and loyalty
Allowing subscribers transparency and control over the communications they receive enhances your relationship with them by providing a personalised approach. This can only enhance visitor and fan loyalty to your brand.
As well as gaining new subscribers, retaining subscribers is vital as it demonstrates the effectiveness of your strategies and is a key measure of your email performance. An email preference portal gives subscribers an alternative option to simply unsubscribing from your email communications, it enables them to review and amend what they are receiving.
Subscriber is in control of their preferences
Let the subscriber control the topics of the emails they receive and give them the option of re-subscribing to lists. You can include a link to the email preference portal on every email communication allowing for your subscribers to update their preferences.
Clearly outline subscriber value
You can create multiple subscription types for your email communications. It is important to be clear about each subscription category and explain the value of the content your subscribers can expect to receive.
Exclusive benefits for subscribers
It’s important to remind a subscriber of the benefits of being subscribed to your email communications. This can be, for example, that they receive exclusive news, offers and content. This needs to be reiterated within the email preference portal.
More personalised marketing
The preference categories that you create within your email preference portal can be created to reflect your marketing and email strategy. You can use the portal to segment your database and create clear categories for targeted marketing. Each subscriber creates their own segment profile by selecting their topics of interest, you can then enhance this by taking into consideration factors such as demographic, transactional and behavioural information. All this information enables you to undertake more personalised marketing.
Improve email delivery rates
Around 15-25% of people have a change of email address on a yearly basis, this may be due to a change of job, for example. Providing subscribers with an opportunity to update their email address allows for better delivery rates and can improve the attrition rate of your subscribers.
If you’ve not yet implemented an email preference portal for your subscribers, consider taking these steps now and see which of these benefits it can bring to your organisation.
Ahmar Iqbal is an Account Manager at Green 4 who specialises in assisting customers to effectively utilise the Go Platform, to enable them to achieve results from their visitor or fan engagement strategy.
At Green 4 we enable our customers to utilise data to build improved fan and visitor relationships and create compelling digital journeys across the sport, leisure and attraction industries. Our combination of an innovative single platform, CRM led, technology solution and range of specialist services will empower you to put your fans and visitors at the heart of your business. As your partner, we are committed to your success and focused on delivering results using cutting edge, insight led strategies.