As the name suggests, preference centres are a place where a subscriber or account holder of a brand can manage their communication preferences, as well as update their personal information (such as name, email, home address etc.).
Preference centres can usually be found in: a welcome series, an email footer or the “My Account” tab on a website.
From academia (e.g. Harvard Business Review) to journalism (e.g. Stylist magazine’s Emerald Street), today preference centres are used by industries across the board. However, for one reason or another (price? reputation for being a bit boring …?) there are still a number of ecommerce marketers that seem reluctant to invest in—or at least promote—their own.
In this blog post, we’ve taken a look at four big reasons why preference centres actually deserve way more kudos (and care!)—backing up each point with examples from ahead of the curve ecommerce brands that are already nailing it.