The Preference Centre is an area of the customer experience that often gets overlooked but should this require any less attention than any other area, especially when you consider it could be the last touchpoint before losing a potential customer?
At Sage, we required a preference centre that would be provide a great customer experience for all types of business user - ranging from the tech-savvy enterprise user, to the small business owner who struggles to use a basic email client – across 26 countries with multiple languages and legal requirements.
Major improvements were required to our previous preference centrefile:///C:/Users/darren.smith/AppData/Local/Microsoft/Windows/Temporary%20Internet%20Files/Content.Outlook/W4E54X1E/Luminary%20Submission%20-%20Darren%20-%20with%20notes.docx#_msocom_1. While the functionality to allow customers to unsubscribe and manage their preferences existed, there were six key issues identified in terms of customer experience:
- Old non-responsive design – poor experience for mobile users.
- Current marketing preferences of customer were not pre-populated.
- Unclear of how customers should unsubscribe (customer could unsubscribe from all emails and subscribe to certain email groups at the same time).
- Key attributes, including country and source campaign, were not recorded.
- Customers could not let us know if their personal contact details had changed.
- It was hard to manage as it consisted of two landing pages per region (50+ landing pages).
To address these issues, a complete redesign of the preference centre was completed, addressing the issues outlined and more. The solution was to create one master global landing page that could be used across every country Sage operates in. We could address the past issues with the following:
- A one-click unsubscribe option from email footers making it clear that the user had unsubscribed – key consideration with upcoming GDPR regulations.
- The current contact marketing preferences were pre-populated into the preference center from Eloqua.
- A new feedback form was introduced to record the reason a customer had chosen to unsubscribe.
- An option to update personal contact details.
- All preference changes (including unsubscribes) tracked by specific campaigns and regions.
The Landing Page
- Query string of l=language was used to change the language of the entire page, e.g. adding l=fr would translate the entire page to French.
- Query string of u=1 would perform a form submit on page load (in the background, unsubscribing the contact and presenting a different message (“Please let us know why you have unsubscribed”).
To execute the different actions from the preference centre page, three separate forms were created:
1. Update Preferences
This form is submitted when a user wants to change their preferences. The form uses Form Processing steps to either subscribe the user to certain email groups, or completely them from all emails depending on the options they choose.
2. Record Unsubscribe Reasons
When somebody completely unsubscribes, they are presented with a one-question survey asking why they have chosen to unsubscribe. A processing step is used to record responses from this feedback from to a custom data object which can be used for reporting.
3. Update Personal Contact Details
The third form gives the user the option to update their personal contact details in Eloqua with any new details (e.g. change of job title, phone number, etc.).
- 81% feedback response rate from unsubscribes, allowing greater insight into why and where customers unsubscribe No feedback was recorded previously.
- 1% of contacts re-subscribe immediately after unsubscribing. The option to do this was not available in old preference center.
- 100% tracking of which campaigns people are unsubscribing from. This means certain types of campaigns can be assessed and adjusted if required.
- 90%+ reduction in complaint emails thanks to the user-friendly unsubscribe mechanism.
Insights provided into why customers are unsubscribing have been useful in understanding the habits of our customers. For Sage, the primary reason for subscribing was receiving too many emails, which is fed back to the field marketing organisation to try and condense the number of monthly email sends and prioritise certain campaigns.
Thanks to our consistent naming convention, we have been able to tell when customers feel the content is not relevant to them at a product level. Passing the information to the field marketing organisation and business intelligence teams to identify trends, allows us to target the right type of customers with the right messages.
More information on the areas used in this articles on the following University Courses:
- Engage & Enrich
- Relevance & Retention
- Prioritize & Process
- Develop & Design