Truth 19. The benefits of a robust preference center

Like an inviting hotel lobby, your email sign-up experience should be welcoming and evident of a forthcoming positive experience. If there was something you could do to decrease the chance that subscribers would opt out from your email program, wouldn't you do it? After all, getting them back after they have disengaged is a lot harder than it was to get them signed up in the first place.

Luckily, there is something you can do and, surprisingly, not enough marketers are doing it. It's called a preference center. Rather than saying, “Do you want to sign up for my email program,” you should consider asking, “Do you want to sign up for my newsletter or my weekly sales offers?” Giving the subscribers ...

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