Working with subscription preferences

Understanding and respecting your audiences' subscription preferences is essential for compliance and it is important to ensure all are correctly captured. Additionally, providing alternatives to a one-click "unsubscribe from all" will help retain contacts that may want to limit certain types of communications from your brand but are still interested in hearing from you.

Building and using preference centers helps you to protect your sender reputation by providing your subscribers with the ability to control the communications they receive from you. Customers may change their mind about receiving messages on certain topics from you, so a preference center allows them to unsubscribe from a particular list (audience) only, instead of opting out of all communications.

Build and manage the preference centers

Having well-built email and SMS preference centers for your subscribers comes with a number of benefits:

  1. Retaining more subscribers by giving them more nuanced preference options rather than forcing an all-or-nothing experience.
  2. Retaining more engaged and satisfied subscribers by allowing them to personalize their marketing experience with your content and business.
  3. Obtaining more data around your customer’s desires and interests to help guide future products, sales, etc.

Learn more about building and managing the preference centers.

Understand and manage people’s subscription preferences

When adding people (contacts) to your CDP it is important to remember that people, unless created as an unsubscribed record via a data source or via the appropriate API call, are subscribed by default. For example, importing a person via a spreadsheet (CSV file) containing their name, email address and phone number (with no permission mapping) will mean that the person is automatically subscribed to email and SMS, and is placed in default audiences such as Subscribers and SMS subscribers.

Learn more about understanding and managing people's subscription preferences.