So, how do you find out a consumer’s preferences for desired communication channels or message content?
You just ask!
Now, I’m not saying to individually contact every prospect and customer (although you are welcome to do so if you have an incredible amount of time on your hands.) The idea is to provide a persistent preference center where prospects and customers can opt-in to what they wish to receive. You also need to think about the various collection points where preference data can be captured. But, the key is a centralized preference center to manage and maintain that data.
How can you organize your preference center?
Let’s say that your company sells sporting goods. You can set up preferences by sport — softball, soccer, golf, tennis, and so on. Then you can set up preferences by the communication channels that you offer — phone, email, catalog, text message. You can let consumers select whether they want to hear about new products, special promotions, in store events — or all of the above. Finally, for communication channels such as email and text messages, you can let the consumer choose the frequency in which they wish to receive messages from your company.
Without a preference center, you run the risk of an ever- shrinking marketing universe when someone opts out from a communication channel such as email and no other options are provided to opt-in to other communication methods or content choices..
With a preference center, your customers can decide to change the frequency of communication or perhaps opt-in to a different marketing channel such as direct mail. You avoid losing contact with a prospect or customer by giving them the choice to receive your messages in the manner and frequency that they desire.
With a preference center, the game is on!