Preference Page Data Collection
Every eMail marketer must ensure their data collection methods are sound. The effectiveness of targeting and personalization efforts are only as good as the data used to power them.
Campaigns that evolve as members’ or subscribers’ preferences and behaviors change over time. A sound data collection method based on asking subscribers to tell you about themselves and their interests.
In executing data collection techniques, eMail marketers tend to fall into two categories: those who don’t collect adequate or the right preference data to help them create relevant campaigns, and those who don’t effectively use the preference data they already have. Addressing both issues, in addition to some other related points, is a key part of an overall data collection strategy that will facilitate effective messaging.
Are You Collecting the Right Data?
There are, of course, the basic guidelines for collecting the right data: first name, last name, email address.
But to truly understand your members’ life-cycles and message accordingly, you should ask yourself and your team questions to inspire a preference collection method that is unique to both the needs of your business and your members. These questions should be based on your overall eMail marketing objectives.
Another key driver to your data collection approach is how subscribers engage with your products or services. Survey them to find out. Depending on the answers, you can develop interest options in your stated preference data fields, and then send content targeted to those interests.
Segmenting by interest allows you to send manual or triggered messages based on the feedback you’ve received directly from your members.
In addition to specialized preference data targeted to your Association’s needs, you may also consider subscription management. If you send multiple eMails—e.g. newsletter, monthly special offer eMails, weekly tips, etc.—give members the option to manage each of these subscriptions individually, adding and removing at will, rather than opting out of your entire program.
Providing an opportunity for members allowing them to manage their eMail preferences is a best practice in all effective data collection methods. It’s a straightforward, effective, subscriber-controlled way of figuring out the kind of information that each unique member would like to receive from your Association.
Although a preference/sign-up page may be a great opportunity to get subscribers to tell you why they are interested, it may not be the best time or place to get all the information you need.
To avoid this common pitfall, simply start slow.
Long and complicated preference pages usually mean fewer people will complete them. A better data collecting technique for eMail marketers who wish to achieve better list growth is to simply collect the basics up front—first name, last name, eMail address and opt-in permission.
Often, the time to collect additional preference data comes after the opt-in process is complete. So start by collecting very simple information on multiple pages of your website using our Sign-Up Widget—perhaps just first name and eMail address then take your subscribers to your preference page afterward.
How Can You Effectively Use the Data You Receive?
If you are going to ask your members for information, make sure to use it. For example, if you request information such as a birthday, be sure and send a birthday greeting when the time comes. If you request information on a member’s line of work, make sure you send appropriately targeted content using Dynamic Content.
A good preferences page will allow subscribers to uncheck interests and change their preferences easily, without opting out of the program entirely. Be sure you monitor and test the effectiveness of your data collection strategy and methods. Don’t be afraid to make changes.
Managing expectations by appropriately responding to preference selections is not just a data collection best practice: it is a relationship-building best practice.
For more information on our features such as Sign-Up Widget, Standard or Custom Preference pages & Dynamic Content please contact your Account Manager.
