When it comes to managing your email list, it's crucial to prioritize your subscribers' preferences. By giving your subscribers more control over how, when, and what you communicate with them it will build trust in your business or organization and give you the opportunity to target them with content that is relevant and valuable to them.
What are email preferences?
Every contact in your account has a profile, which contains all the available information (e.g. name, date of birth, phone number, etc.) you've collected about them when they signed up (or through subsequent communications).
Some information is required, such as an email address, but almost everything else is (theoretically) negotiable and should reflect the necessary data you need from your audience to provide them with relevant content. It also indicates what types of communications they want to see from you, based on how you structured your lead generation initiatives.
Why is it important to encourage my contacts to update their preferences/profiles?
There are a few important reasons:
- Ensures individuals remain engaged by avoiding information overload or providing them with irrelevant information.
- Empowers recipients with control and feedback, fostering stronger relationships and cultivating loyalty.
- Provides you with the opportunity to augment your contact information and further customize and personalize your content, resulting in optimal engagement.
- Promotes a healthier email list and enhances deliverability.
How do I encourage them to share preferences?
If you're trying to attract new contacts it's helpful to only ask for the most important information you need, so they don't feel like they're offering up a lot for too little. For example: name, email address, and phone number.
It can depend on your business though. If you're running a florist shop, it might be helpful to include a custom field asking about their favorite flower or seasonal favorites, so when the time comes you can reach out to let them know their favorites are in stock. Birthday and anniversary dates are also a popular choice.
It doesn't end at first sign-up. You have more opportunities to learn about your customers by tracking how they interact with your communications and using segmentation to break your contacts into new lists based on specific criteria.
Last, but not least your best friend can be the Update Profile Form. You can customize the Update Profile Form to reflect important or new contact fields you might want them to fill in (maybe you didn't collect their birthdays before, but can add it to the form now), as well as specific lists you want them to choose from so their default option isn't to simply unsubscribe.
When a contact clicks on the Update Profile Form, they're taken to a landing page to confirm their intention and verify their email address. After submitting, they'll receive follow-up instructions via email and be directed to the actual Update Profile Form. This method ensures that the right contacts can update and submit the form, preventing unauthorized access.
While it's not always necessary, offering an additional incentive for signing up and providing personal information can be a useful strategy. For instance, you could offer an exclusive ebook, a special recipe, or access to information that most people won't receive. This approach can entice individuals to share their details willingly, as they perceive added value in return. However, it's important to strike a balance between the incentive and the sensitivity of the information being collected. Ensuring transparency and obtaining proper consent is crucial to maintain trust and respect the privacy of your users.
We want to hear from you! When you're collecting contact information, what details are most important for you? Do you offer any incentives to prospective sign-ups? Let us know in the comments!
