7 keys to having a good Preference Centre

Users want to receive relevant information from brands. This statement, valid for marketing communications in general, makes even more sense in the field of email marketing. Let's keep in mind that the ways in which email is read (in three seconds the user identifies the sender, interprets the subject and decides whether to open and read a message) and the saturation of commercial emails that we as users suffer, mean that only emails that are really relevant to the user are read.
In order to be able to send relevant information it is necessary to know (have data) about the user. In the initial phase of registration, a best practice is to capture the basic information and direct the user, in a second phase, to a Preference Centre where you can expand your profile information.
We leave you with an example that we liked a lot from the New Balance brand and then we comment on the fundamental aspects to consider.

1. Determine the objectives of the Centre of PreferenceDo we want to find out how often the user wants to be contacted, or do we want to capture information and then segment the list?
2. Focusing on data qualityavoiding the entry of erroneous, non-standardised and inconsistent data.
3. Requesting too much information may result in low user interaction. It is advisable to include everything on a single page and use subsequent surveys to further enrich the profile.
4. It is key to make it easy for the user to access the Preference Centre, by placing links to it in the home page and in every email we send.
5. It is worth mentioning the suitability of replicate the preference centre with mobile users in mind.
6. Offer users the possibility to update their data, for example, by changing the email address. This will help to reduce churn.
7. Finally, it is important to maintain the branding of the Preference Centre, This will convey trust and confidence, and avoid eroding the brand image of your online presence.