Preference centers are a popular object of disdain for email marketers, but it’s not because they don’t work. It’s because they work for such a small portion of your customers that engage that the value to your business is negligible. But this is because email marketers misuse or underuse preference centers. They should rethink and reinvent the concept. One step toward that end is incorporating behavioral data from customers’ Web browsing, purchasing, email activity and off-line engagements. In other words, preferences can be drawn from what customers do, not just what they say. Also, there are four trends shaping this new preference center, including social sign-in changing the opt-in process and the use of lead scoring to identify your most valuable customers. (MediaPost)
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