It’s essential to respect the preferences of your mailing list subscribers and deliver relevant content. One way to achieve this is by creating an email preference centre.

Technical Level: 2 out of 5
Read time: 3 mins
Who should read this?: Any Keap user responsible for designing email broadcasts.

In this guide, we’ll explore why you should invest in building an email preference centre and how it can benefit both subscribers and your marketing results.

More likely than not, we have built an email preference centre for you already in your Keap CRM app. If not, or if you are not using it, please get in touch with us and we’ll help you get it going in minutes.

1 Enhance User Experience

Providing subscribers with the ability to customise their email preferences improves the overall user experience. Subscribers appreciate you respecting their time and their inbox. When they can choose the type and frequency of emails they receive, you can deliver more relevant and valuable messages. They’re more likely to stay engaged (open and click your emails) and less likely to mark messages as spam.

2 Reduce Unsubscribes

When subscribers receive too many irrelevant emails, they’re more likely to unsubscribe. An email preference centre can help prevent this by allowing users to opt-out of specific email types, or reduce email frequency. This reduces the risk of losing subscribers altogether and helps maintain a healthy email list.

3 Improve Email Inbox Placement

Email preference centres help you maintain a clean and engaged list of email recipients. Higher open and click rates and lower unsubscribes improves the chances of ALL emails reaching your recipients’ inboxes and not their spam folders.

4 Gather Valuable Data for Targeted Sales

Email preference centres also serve as a source of valuable data. By tracking subscriber preferences, you gain insight into their interests. This information can help you segment your email list more effectively, create personalised content and target specific customer segments with relevant offers.

5 Build Trust and Transparency

Transparency is essential in email marketing. Providing subscribers with an easy way to manage their preferences demonstrates your commitment to transparency and respect for their choices. Building trust with your audience can lead to increased loyalty and long-term customer relationships.

6 Adapt to Changing Preferences

Subscriber preferences can change over time. What was relevant to them a year ago may not be relevant today. An email preference centre allows subscribers to update their preferences as their interests evolve, ensuring your emails remain aligned with their current needs and preferences.

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So, if you haven’t already, consider building an email preference centre by using a Keap web form or landing page with custom Yes/No fields.

We have created “Mailing List” custom fields in your Keap app, for this purpose. For example:

• List: News
• List: Ownership
• List: Events

You may have other types of email content or choices for your mailing list subscribers.

At the bottom of ALL of your email broadcasts, we recommend ALWAYS including a link to this email preference centre so your mailing list subscribers can constantly choose what emails they wish to, or wish not to, receive.