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How to reduce unsubscribers with the power of the preference centre

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Picture this: it’s Monday morning, you check your emails with trepidation. Suddenly, you are hit with an overwhelming tide of digital correspondence.

You put up a mean fight, sorting the influx into various subfolders, a red flag here and a delete there, in your hunt to find those crucial pieces of information amongst the slurry.

It’s 9:05am, and your tired little brain already needs a break. You cry out to the Outlook Gods, “There must be an easier way!”

Well, there is: UNSUBSCRIBE!

Simple, no?

The unsubscribe button oft gets neglected in favour of move-to-trash (or willful ignorance, for those hoarders amongst us), which does nothing to curb the bloat of our inboxes with unnecessary content. But trust us when we say there is something so satisfying in that little act of rebellion: hitting the “opt out” button.

 

Minimalism: fashion statement, or state of mind?

When militant cleaning – Marie-Kondo-style – swept the world in 2017, we experienced a collective eye-opening to the clutter in which we allow ourselves to be surrounded. But clutter doesn’t stop at the physical world.

Our digital space is just as important to keep clean for peace of mind, and ease of thought. You wouldn’t believe how much head space gets freed up when faced with a decluttered inbox, allowing you to focus on the important stuff.

But don’t just take our word for it: a recent study found that 60% of Brits feel less stressed after decluttering their devices, 69% feel more productive, and 71% feel more organized.

 

The best defence is a good preference (centre)

“But wait”, I hear you say, “Why is TMPR espousing digital minimalism? They handle my e-marketing!” Yes, if you’re reading this there’s a good chance you are one of our clients who rely on email marketing as a major source of revenue (and no, we haven’t been taken over by a rogue gang of Zen Buddhists). We’re here to tell you there’s a way to avoid the unsubscribe: a solid preference centre is worth it’s bytes in gold!

Any good marketer knows there is no one-size-fits-all when it comes to what an audience will respond to, so why would emailed content be any different? Preference centres put the consumer in the driver’s seat, giving a feeling of control, and allowing your subscribers to decide on the content that is meaningful to them.

Allowing subscribers to tailor what they see, and how often they see it, helps mitigate unsubscribe rates. It also gives you valuable insight into what your customers really want.

In keeping with the hyper-personalised world that digital media and marketing has become, tailored content can be super useful if funnel marketing is your bag. And as data privacy laws are tightening for third-party collectors, Preference Centres provide a direct source for first-party data.

An engaged, interested reader is far more likely to share your content, widening your audience in a way that is far more valuable than “delivered” numbers on a stats report. So, while an email a day may not be able to keep Dr Unsubscribe away, stop worrying and embrace the power of the preference centre.

Post GDPR: Marketing in a regulated world

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Post-GDPR: Marketing in a regulated world

Just over a year ago, businesses all over the country were staring down the barrel of the incoming GDPR regulations, wondering how the marketing landscape would change. GDPR seemed set to shake the business world, and it was a clarion call for marketers to review their strategies.

Ultimately, whilst GDPR did change the way we look at data, it didn’t completely change the world. Keen-eyed marketing professionals have recognised opportunities in the post-GDPR landscape, so here are a few insights on how you can reap the rewards for your brand.

 

Consider changing your marketing focus

Email marketing had been growing in popularity in the years leading up to GDPR, and it certainly still has a place. Although contacts lists will be looking a little shorter in the wake of new legislation, email marketing has not been killed off completely.

That said, it may be worth integrating – or perhaps reintegrating – traditional direct marketing activities into your strategy. Direct marketing falls outside of GDPR regulations, meaning you can send marketing material to potential customers.

Direct marketing often requires a little more leg-work than email marketing, but it can pay dividends. To make the most of your efforts, put a framework in place for following up with those you reached out to. Telemarketing can be effective, in this instance – even if a recipient is interested, they might not take the time to pick up the phone. In this way, you can build rapport with a potential customer over the phone whilst having a head start over a completely ‘cold’ call.

 

Reinvigorating your marketing strategy

Be it direct, by email or otherwise, any individual marketing activity is just a piece in a larger puzzle. In this post-GDPR world, it’s worth taking some time to review all aspects of your marketing strategy and see how other areas can make up for any shortfalls.

You might want to consider:

  1. Events: are you putting your brand out there at industry events? Not only can this increase brand awareness and perform a lead generation function, but face-to-face networking is often the most effective way of building a relationship with a potential client. If people can talk to you and learn about your brand that way, they are more likely to remember and pick up the phone.
  2. Social media: your social media platforms are an invaluable tool for sharing brand news, products, and engaging with industry news. Managing your social media profiles shows both existing and potential customers that the brand is switched-on, interested, and present within the industry.
  3. Public Relations: building positive relationships with journalists in your field can ensure that your business news hits the headlines in a timely and effective fashion. Once you have established a good relationship with the press, you will have a platform for sharing success stories and more, thus raising brand awareness.

 

Perhaps the most important exercise in the wake of GDPR is to re-consider who your target audience really is, re-focus your strategy to approach them, and re-imagine how you are putting your brand out there in a wider sense.

If you’re looking for guidance on marketing or PR activity for your business, don’t hesitate to get in touch with the Technical Marketing & PR team to see how we can help.

 

*Data & Marketing Association