How To Create An Email Preference Center To Lower Your Unsubscribe Rates

An email preference center is a powerful tool that allows your subscribers to tell you exactly what types of emails they want to receive from you. This not only helps in delivering more relevant content but also significantly lowers your unsubscribe rate and therefore protects your deliverability score. 

 

Here’s how to create an effective email preference center for your e-commerce brand.

Screen #1: How your email preference center should look

You don’t need to overcomplicate it, simply add a multiple choice box including the types of emails you offer.

 

Below is a screenshot of the most common example of an Email Preference Center, there’s probably some more specific to your brand. 

Screen #2: How it should look

Coding Buttons:

In the “Profile Property” box, create a new property labeled as ‘EmailPreference’. This is case sensitive, so make sure it looks exactly like that.

Then for the label properties, write them like this (again case sensitive):
-Discounts
-ProductRecommendations
-Info/Updates

Let Subscribers Know About Your email Preference Center In Your Email Footer

Add the below block of text to the footer of your emails, but make sure the “{% manage_preferences_link %}” text is embedded as a link into the words “clicking here” otherwise it will not work. 

 

The “{% unsubscribe %}” text is fine on its own. 

 

The purpose of this is to make people who go to unsubscribe consider updating their preferences instead of just leaving your email list.

 

“Want to update your email preferences? Let us know what type of emails you want to receive by clicking here {% manage_preferences_link %}

 

 

Or you can unsubscribe completely anytime by clicking here: {% unsubscribe %}”

Now It’s Time To Use Exclusion Segments

Once you’ve built your preference center, you can start building Exclusion Segments to exclude people who’ve updated their preferences from receiving emails that they don’t enjoy. 

 

This gives your customers a better user experience, and preserves your deliverability score. 

 

Click below to read more about how to build and implement exclusion segments. 

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