Marketer's Space - Using email preferences to give contacts what they want
In our previous series of posts, we discussed some of the email marketing practices. This week, let's see how you can manage your contacts' email preferences using Zoho Campaigns.
Managing these preferences offers a substantial reward to your business as it helps you retain subscribers, grow your reach, and establish brand loyalty with your contacts. This is because people prefer to hear only about areas that are relevant to them.
There are multiple reasons contacts may want to unsubscribe from your newsletters. Some of the important ones include:
- They're not sure what emails they've signed up for
- They don't want an email on a particular topic
- They prefer less frequent emails
However, all these factors can be handled by allowing contacts to manage their email preferences. This lets them choose what you send them and how you interact with them rather than them just opting to unsubscribe.
In Zoho Campaigns, you can use two methods to manage your contacts' email or subscription preferences:
- Topic Management — Multiple mailing lists with contacts that have similar interests are grouped under a single topic. Contacts who subscribe to a specific topic while updating their preferences will be added to a primary mailing list under that topic.
- Contact Preference — Each mailing list that is public acts as a newsletter topic. Contacts can directly subscribe to your public mailing lists while updating their preferences.
When you use Contact Preference, your contacts update their email preferences by choosing which of your public mailing lists they want to join. Keep in mind that your contacts will probably be more likely to engage when you display a list name that curates their interest rather than just showing the internal name you gave for your own reference. You can do this using Topic Management. This will make it easier for your contacts to understand what they'd be receiving from you.
In the next post of this series, we'll discuss in detail how you can use Topic Management and Contact Preferences in the post that follows. Stay tuned!
Best Regards,
Jay
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