Maximize your lead acquisition efforts with a strong message preferences strategy
Marketers spend significant budget to acquire new email marketing contacts. It’s important to consider how to manage the opt-out component of your programs so you aren’t wasting acquisition efforts. A managed preferences strategy will provide your contacts with more control over how they engage with you, which will reduce unsubscribes and lost opportunities.
This is important because not everyone who clicks the “unsubscribe” link really wants to leave you completely. They may just want to change how you communicate with them. Some contacts may be interested in your webinars, but not company announcements, product promotions or newsletters. Others may only want to hear about your product promotions. If you provide them with the option to opt-out of specific types of communications, you’ll reduce your risk of losing them altogether.
Keep in mind, it’s crucial to provide them with a global unsubscribe option as well. Not only to comply with CAN-SPAM, CASL and other legislation, but also because you want to minimize spam complaints that will drive email deliverability down.
You can easily manage this type of program in a marketing automation platform like Salesfusion, becoming Sugar Market. First, outline your main communications. Identify the types, frequency and crucial segments within your existing communications program. Also, assess which campaigns have the highest rates of unsubscribes. Use this information to create communication buckets for your opt-out page.
Next, create an opt-out page based on those buckets. Some examples include:
- Type of Communication: newsletters, sales and promotions, company updates, industry insights or anything else you send regularly.
- Frequency: daily, weekly, bi-weekly, monthly or quarterly.
- Contact Channel: mobile text, email, direct mail or phone.
- Pauses or Holds: provide the choice to temporarily suspend messages.
- Global Unsubscribe: opt-out of all communications from your company.
A good rule of thumb is to keep your message preference page form to one page with only 2-3 self-identifying questions, including their email address. If you want to capture more information about your subscribers, create additional campaigns or landing pages that will capture that data.
A well-designed unsubscribe process will help you build closer relationships with your contacts. It will also protect your IP from spam complaints which drive email deliverability into the ground.
For more information on message management and improving email deliverability, download our B2B Best Practice Guide: Email Deliverability. It offers greater insight into the strategies behind message management and email deliverability.