Despite having lots of tools to optimize contact frequencies based on changing subscriber behaviors, the reliance of most companies on last-click attribution strategies and a focus on short-term campaign-centric goals has created a strong bias toward ever-increasing frequencies across all channels. Inevitably, this will leave many of your customers feeling overmessaged and overwhelmed.
The clearest measure of this frustration can be seen in your active and passive list churn. Your active list churn includes those who opt out by unsubscribing or reporting your messages as spam, while your passive list churn includes those who opt out by ignoring your messages, eventually becoming long-term inactive subscribers.
Having a preference center can be a powerful tool in reducing both of those kinds of churn, giving customers an opportunity to openly and clearly express their current communication desires—not only for contact frequency, but for a range of preferences. In most cases, your preference center replaces your unsubscribe page, making it the last touchpoint you’ll have with many of your subscribers.
For a deep dive on the preference center options to consider…
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