UnsubCentral is an email marketing company that has a strong focus on helping performance marketers reach out to potential customers. They have been around for quite a long time and while they are not the largest provider of email marketing services, they are quite well known. In an effort to help their customers improve conversion rates, reduce unsubscriptions and generally boost ROI, they have developed a new ‘Preference Center’ for those who subscribe to lists.
The preference center will make it easier for subscribers to customize what types of emails they get, and how often they are received. In addition, it will help marketers to build relationships with their potential customers, rather than just sending them a lot of messages. Another benefit is that it can help improve compliance with the CAN-SPAM Act.
The newly designed platform will let consumers customize their preferences so they are getting only emails they actually want. This is different than the way most email marketing platforms do it (and how UnsubCenteral did it prior to this update). Most platforms give users the option to get the emails that marketers send them, or opt out of all the messages.
In many cases, however, users will want to receive only some of the messages. Giving them the option to customize what they do and don’t get will help them to remain active on a list and may even increase open rates.
Since users will be more in control of what messages they receive, and when, they are much more likely to open the messages and actually read them. This, of course, will lead to an increase in clicks and sales. Or at least it seems like that will be the case.
Todd Boullion, the General Manager of UnsubCentral said, “This is just the latest feature in the new UnsubCentral, as we continue to roll out new ways to help Fortune 2000 companies leverage the proven, effective email channel to engage with their target consumers. We are looking forward to seeing the positive impact the new Preference Center will have on decreasing email opt-out rates and increasing subscriber retention.”
While it will take some time to get the information needed to see what type of benefits this system will bring users, it does sound like a great idea. Helping to build confidence in consumers will almost certainly lead to an improved ROI and a decrease in unsubscribes to just about any email marketing list.
