Working with subscription preferences

Overview

Respecting your audience's subscription preferences is important for compliance and helps maintain a positive relationship. Instead of offering a simple unsubscribe from all option, providing a preference center lets subscribers choose the types of communications they want to receive.

A preference center helps protect your sender reputation by giving subscribers control over their choices. This way, they can opt out of specific types of messages without unsubscribing from everything, allowing you to keep engaged with those who are still interested in hearing from you.

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.