You may know it by many names—Preference Center, Email Preferences, Subscription Management to name a few—but all refer to the same concept: a process for your customers, leads, prospects and anyone else to have control over the emails they receive from your company.

“Why would we want to do that?” you may ask. As marketers, we are hyper-focused on database growth and increasing the number of marketable contacts to target in campaigns. Giving up control over whom you can email—and when—limits your abilities as a marketer! Don’t stop reading quite yet.

First, for many companies, it’s the law.  Over the past several years, different governing bodies have issued regulations that apply to organizations that communicate with people under their jurisdiction.  In the European Union, there is GDPR; in Canada, it is CASL; in the United States, there is CAN-SPAM;…

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