Why the Pardot email preference center is so important
- January 12, 2024
- Email Preferences Page, Pardot Geeks
I had a philosophical conversation with Peter Sabba about the utility of email preference centers and their value as a whole to email marketing.
The take-away was this: typically your email recipients do not click the preference center link in your emails because they want to get MORE email from you. At best they want to tailor what email they get from you. My opinion is that most people are looking for ways to get LESS email from you… or to stop getting email from you entirely.
Having a preference center on the emails you send to people tells recipients that they have a choice. They believe it is safe to assume that the lists they see, are what you are using in the email audiences you are selecting as part of your email marketing.
What I have found is that the lists presented in the preference centers are often decorative. The lists are not used to inform the segmentation strategy for email list building.
If the lists you provide to email recipients are not the foundation of most/all of the email lists you use to send email each day, you are deceiving your database. You are creating the appearance of choice where there is none.
Making the email preference center work in Account Engagement (Pardot) after years of it not being a priority will require process change. Make the preference center lists the center of your email segmentation. It will take time but it is worth it.
You can start by creating new core source lists.
Example: You have a webinar series that you need to promote via an email campaign in Engagement Studio. The audience should be current customers from who have a specific product.
The seed list could look like this: a dynamic list where prospects are a opted into the Webinars list from the preference center, and are related to a Closed Won Opportunity, and have the specific listed as a product in a custom list.
The final list will feel small… but it will be correct. You are using the list that you are providing people in a preference center, and the lists are derived from that.
Pardot Geeks Blog Article
This Pardot article written by: Ben LaMothe
Original Pardot Article: https://pardotgeeks.com/2024/01/pardot-preference-center-list-building/
Find more great Pardot articles at https://pardotgeeks.com/author/blamothe/
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