Even if you have great content, users will still unsubscribe from your mailing list. The most important ideas you should know about email marketing. When the content you provide doesn't meet the needs of your customers, they will unsubscribe immediately.
The best way to reduce opt-outs is to send relevant content to your audience. To do this, you need to segment your audience and create a well-designed page for your email preferences.
Segmenting your email list helps you efficiently manage the emails you send, how often they are sent, and target them to your customers.
Segmenting your list is a simple decision, so before you launch the Email Preferences Center, you need to study and understand the whole topic. i.e. evaluating the emails your brand sends, the topics and messages that apply to your brand, and which are most valuable;
That's when the email preferences page comes in, so stop trying to hide the 'unsubscribe' button, and read on and learn to find out how segmenting your email list and optimizing your email preferences page can boost your email marketing process.
What is the Email Preferences page?
The Email Preferences page or Email Preferences Center is a page that enables subscribers of your mailing list to choose which emails they want to receive from you, so it is a convenient way for subscribers to manage how often they receive messages and content, as well as the ability to unsubscribe.
By combining a preferences page and audience segmentation, you can keep your subscribers happy and keep your mailing list from shrinking.
The options you make in your email preferences page depend on your type of business, so they should be of value to your customers, as someone who is involved in your promotional messages selling hats, for example, won't be interested in messages promoting high-heeled shoes. And if you need to create a preferences page for your mail, most email providers offer preference centers for a cheap price, or even free.
Why do you need an email preferences page?
Get better results when you give them more control. Don't be like other brands. Enhance your brand's relationship with your customers.
By letting them choose what they want to get from you and how often they receive it, the Email Preferences Center paves the way for creating transparency in your relationship.
With subscribers, it also improves your email deliverability and boosts engagement, sales, and conversions, because subscribers have the luxury of control over what they receive. Here are two more reasons you should create an email preferences page:
You can change the mind of the subscriber
Let them think again before unsubscribing. When a customer wants to unsubscribe from your mail, they will have one of these three options:
- Permanently cancel the subscription.
- Choose to subscribe to your other postings.
- It reports you as spam and never comes back.
We will tell you how to avoid the first and third options. You will still convince the subscriber to unsubscribe immediately when you offer alternative content of value to them, and here suppose that a customer wants to unsubscribe from your list, then he will go to the preferences page, if he sees other newsletters are in his list of interests, he can Then to choose it. In this way, he has unsubscribed from one list but subscribed to another, so you have kept your customer.
Segmentation of customers becomes easier and easier
Customers do your work for you. By entering the subscriber's email preferences page, you will get more information about them. How is that? Your customers will divide themselves up for you, because they have chosen the content they need, so you don't need to assume their needs, but what they have in common will also give you an idea of what's important to them. You can then use this information to segment your email to enhance your email marketing process.
Why do you need to segment your mailing lists?
When you have something to tell your customers, it has to be something that meets their needs. Segmentation of customers subscribed to the email list into different segments and sections, enables you to determine the eligible customers from the customers who are not interested, who do not want to buy your products? To determine who your customers are interested in, removing inactive subscribers from your email lists will be faster. This way, you can create relevant and personalized content that your customers will appreciate.
For example, a company that makes cat food, which has an enormous fan base of cat owners, could launch an email campaign to promote a new beef-flavored cat biscuit, but how do you segment the active subscribers? There are many ways to deal with this.
Your customer segments depend on the data you collect about your subscribers, and here are some examples of email segments you can use:
- their email addresses.
- Geographical location.
- The history of their purchasing transaction.
- If they've previously abandoned carts (i.e. picked your products but stopped when they reached the checkout stage).
- their lifestyle.
You can also segment your customers based on the content they subscribe to. Some examples are:
- Newsletter about a product.
- Promotional/sales newsletter.
- Your blog's newsletter (in case you have a blog).
Types of preference pages
The Email Preferences Center can be a tool for maintaining active subscribers and improving email marketing, as well as helping to increase engagement and select qualified customers. It is unnecessary to put the Email Preferences Center in the footer of your emails or hide it there, there are a few other options that you can explore besides the footer.
Let's talk about some types of email preference centers that you can use in your e-commerce:
- Subscription: When you ask people to sign up for your newsletter, your request may be a form or a pop-up for their email address, plus you can request other information, such as gender, residential address, or company name.
- Update information: This type of email preference center appears on the Update preferences page, which you can include in the footer of your emails. It enables subscribers to update contact information, such as their addresses, phone numbers, and email addresses, i.e. useful for updating active subscribers' data.
- Unsubscribe: An ideal option to reduce unsubscribe rates. If someone feels they are receiving too many emails, then you can give them the option to snooze messages, unsubscribe from some email lists, or reduce their quantity. If the above doesn't work and they cancel the subscription, you can add a brief questionnaire asking why they are unsubscribed. This way you can improve your emails in the future.
Tips for Using the Email Preferences Page in E-Commerce
Certain practices help enhance the performance of your email preferences page and ensure that your marketing efforts are not lost. These steps will also improve the quality of your page and increase customer satisfaction, but how do you create an email preference page that works efficiently and is used by your customers? Here are some tips for creating a distinct preferences page:
Offer several options when subscribing
Give your customers a choice of what they need Most marketers don't give their customers a chance to choose their subscriptions, so you can play that chord and benefit from this, but beware that you fall into the trap of offering too many options, because you will make it difficult for you to manage emails And for subscribers.
Ideally, if you think about it, show them where your opt-out center is after they've gone through the sign-up process. That's how you're meeting their needs right from the start. This way you will get a clearer idea of their preferences and needs, and the breakdown will be more detailed. For example, a jewelry brand can ask new subscribers to select their gender and jewelry preferences (rings, necklaces, bracelets, etc.).
Let subscribers know you have a preferences page
When you launch a new product, you'll want to introduce it to your audience. Here the same goes for the Preferences Center, especially when it's new, as you should instruct subscribers on how to access the Preferences page and how to use it.
Make unsubscribing easy
Like it or not, you'll have customers who want to opt-out, and the process shouldn't be made difficult for them here. Unchecking a huge list of newsletters is annoying, you certainly don't want your promotional messages to go to your spam box because of that, so if you have a long list of newsletters, include an 'unsubscribe all' button To facilitate the process as much as possible.
Write clear descriptions for your newsletter
Your customers need to know what they are subscribing to, so in the email preference center, you should briefly describe each newsletter.
Email status update regularly
Just like updating your website, your email preference center should be updated regularly. Get rid of the default preferences page and put your brand touch. Do not forget to make the opt-out page suitable for viewing on the mobile screen, and pay attention to the rules of correct design.
Write a stylish ad text
Add some touches to your preferences page, as catchy words will make it difficult for subscribers to unsubscribe when they feel they are in close contact with the people behind your brand.
You accept the customer wants to unsubscribe, but instead of unsubscribing completely, offer the option to reduce the frequency of receiving messages instead. This way, you will still be connected with them, and they will continue to receive your emails. Again, don't forget to put the "unsubscribe all" button.
It is necessary to create an email preferences page. Now you know why you should create a preference page and how to properly optimize it, it is an important part of the email marketing process, and you should not overlook or overlook its potential. The benefit of asking customers what they need is to make your brand trustworthy and to keep your newsletters in their inboxes.