In order to send relevant information it is necessary to know (have data) about the user. In the initial phase of registration, a best practice consists of capturing basic information and directing the user, in a second phase, to a Preference Center where they can expand their profile information.
We leave you with an example that we really liked from the New Balance brand and then we discuss the fundamental aspects that must be considered.
Preference Center New Balance
Source: New Balance
For the Preference Center to be effective, the following aspects must be taken into account:
Determine the goals of the Preference Center . Do we uzbekistan business email listwant to find out how often the user wants to be contacted, or do we want to capture information to segment the list later?
Focus on data quality , avoiding the introduction of erroneous, non-standardized and incongruent data.
Requesting too much information can result in low user interaction. It is advisable to include everything on a single page and use subsequent surveys to enrich the profile.
It is essential to provide users with easy access to the Preference Center by placing links to it on the home page and in each email we send.
It is worth mentioning the suitability of replicating the preference center thinking about users who will access via mobile.
Offer the user the opportunity to update their data, for example by changing their email address. This will help reduce churn.
Finally, it is important to maintain the branding of the Preference Center, this will convey trust and security, and we will avoid eroding the brand image in its online presence.
