Struggling to communicate with your subscribers? Let them tell you what communications they want and how often they want to hear from you. Learn how to create and manage a subscription center to develop an appropriate cadence and process.
Do you often see requests from prospects asking how to unsubscribe from your emails? Are your email campaigns going to spam? Do you ever feel like you struggle to communicate with your subscribers and find your global unsubscribed list growing? If so, you may be lacking a competent subscription center. Using Marketo, you can create a subscription center to manage processes between you and your subscribers while also giving your subscribers options to create their own preferences within the center.
Managing email subscriptions in a subscription center lets you go beyond the standard unsubscribe page and give more choices to your audience. Instead of only giving people the choice to opt-out entirely from your list, you can invite them to subscribe to the communication types they want. They can get rid of emails that they don’t want and you get to keep sending them the kinds of content that they do want to receive. Building a subscription management system will increase your active and marketable database as well as help you stay compliant with privacy laws. A subscription center helps you establish a healthy communication cadence with your subscribers and provides an easy way for your subscribers to manage their communication preferences. Using this center allows you to cater to your specific market segments and develop a communication strategy that works to ultimately prevent global unsubscribes. From your customer’s perspective, that can also customize their subscription to a pattern of communication that is appropriate for their interest and needs. Therefore reducing the amount of unsubscribes from issues such as too many emails or topics that are irrelevant to specific customers. Additionally subscription management processes can help those who have double opt-in laws in their countries.
Creating and managing your subscription center correctly allows you to showcase your offerings in terms of the types of emails customers may want to receive and at what frequency. This can help you to make further inferences about the preferences for each customer or market segment. From this information, you then have the opportunity to alter your current email campaign programs or even create new programs to target the new segments that may have developed. Additionally, the subscription center can help reduce unsubscribes and spam complaints by providing alternatives for those who may be unsubscribing for reasons beyond your control. All in all, appropriately managing your subscription center will positively impact deliverability and your relationship with your audience.
Marketo comes with a standard unsubscribe page that gets deployed as soon as you turn Marketo on. This page helps you conform to the minimum legal standard for unsubscribing in most countries. However, you’ll need to build out your subscription center in order to truly manage this process. For example, you may want to provide options to specifically opt-in or opt-out of the content such as newsletters, event invitations, webinar invitations, solution-specific content or blog posts. And for visitors who aren’t interested in any of the content you are offering, you need to provide an unsubscribe all option.