An oft-forgotten part of email marketing, the humble email preference center is a great way to mitigate unsubscribes, capture zero-party data, and provide your email subscribers with a good experience.
Unfortunately, unlocking the full potential of your preference center usually requires a level of customization beyond that of the typical preference center builder.
Why add a Custom Preference Center to Marketing Cloud?
While convenient, the default Salesforce Marketing Cloud Preference Center is missing several advanced features. For example, out of the box, you can’t:
- Add custom branding
- Use a custom domain
- Trigger a post-unsubscribe survey to learn why someone unsubscribed
- Give subscribers a one-click unsubscribe option
- Add unlimited custom fields
- Allow subscribers to pause emails for a set period of time
- Dynamically display personalized content for each subscriber (e.g. suggest related lists and prepopulate subscriber data)
Worse, making these customizations can take weeks (or months) of development work.
This is where a drag-and-drop builder with preference center templates can help.
Drag-and-Drop Preference Centers for Marketing Cloud
With Digioh’s preference center builder and seamless Salesforce integration, you can build virtually any Marketing Cloud preference center that passes data directly to your lists and data extensions.
Below is an example of a Salesforce preference center launched by a Digioh customer.
With the design flexibility of Digioh’s preference center builder, your preference center doesn’t have to look just like this. Take a look at more of our preference center examples here.
And of course, your preference center design isn’t the only thing you can customize with Digioh. Whether you want to customize your preference center with post-unsubscribe surveys, add dynamic newsletter recommendations, or even give subscribers the option to pause emails for 30 days, you can design a custom preference center that gives subscribers full control of the communication they receive.
Benefits of a Custom SFMC Preference Center
Preference centers allow your subscribers to control the communication they receive. By giving your subscribers a choice with a custom preference center can help you reduce unsubscribes by up to 30%.
Digioh’s Salesforce preference centers allow you to shift, edit, and remove subscribers in your lists and data extensions in real-time.
Add Dynamic Content to Your SFMC Preference Center
Here’s an example of a preference center template available in Digioh. This dynamic preference center changes based on a subscriber’s current subscriptions. The more email a subscriber signs up to receive, the more lively the plant.
This is a great way to inject a little life into the typically-boring preference page.
You can further personalize the email experience by adding dynamic content to your preference centers.
For instance, Digioh allows you to dynamically populate subscriber information and recommend similar newsletters based on a user’s current email subscriptions.
Use Custom Preference Centers to Provide a Better Email Experience
Custom preference centers also give you more ways to improve the email experience for your subscribers.
This Digioh preference page template includes an option to stop all emails for 30 or 60 days.
Sometimes your subscribers may not want to unsubscribe completely; perhaps they just want a break from your email for a month or two. In addition to providing frequency options, you can decrease unsubscribes by giving subscribers the option to pause emails.
Pause options can be particularly useful for brands who ramp up sending frequency during seasonal promotions or certain annual events. By allowing your SFMC subscribers to opt out of high-volume email seasons, you may prevent them from unsubscribing entirely.
Building a Custom SFMC Preference Center with Digioh
Digioh makes it easy to build and integrate your SFMC preference center quickly.
1) Design Your Custom Preference Page, No Code Needed
A preference center with your site’s branding provides a consistent experience for your subscribers.
With a drag-and-drop editor and the option to use a custom domain, Digioh’s preference center builder helps keep your experience on-brand. Just choose one of the built-in preference center templates, or start from scratch with a blank canvas.
Need to make updates later? That’s easy too.
When you’re satisfied with your design, you can connect your site’s subdomain to your preference center, or use the domain provided by Digioh.
Our versatile page builder also allows you to build custom Salesforce-integrated landing pages, helping you drive more conversions with dynamic, personalized pages.
2) Capture More First-Party Data with Custom Fields
Some preference centers serve as profile centers or interest centers, where subscribers can tell brands about themselves in exchange for more personalized content. Digioh customer Charles River offers one such preference center.
Digioh allows you to add unlimited custom fields to your preference center to capture the data you need. Map these custom fields to Salesforce to sync this data to Salesforce Marketing Cloud in real-time.
3) Integrate Your Preference Center with Salesforce
The Digioh builder connects seamlessly with Salesforce to:
- Unsubscribe users from lists
- Shift subscribers to and from lists or data extensions
- Add new records to your master database
- Update existing subscriber data
Of course, you don’t have to do it alone!
Digioh provides a dedicated integration engineer with every Salesforce preference center implementation. That way, whether you’re a CRM novice or a Salesforce expert, you can rest easy knowing your preference center will launch successfully.
4) (Optional) Add Post-Unsubscribe Surveys to Your Preference Page
With Digioh’s preference center builder, you can add an optional survey that displays after a user unsubscribes from your email. This allows you to collect actionable insights that can help you improve your customer experience.
Customize your surveys with the questions and survey options you want to include. Then, with your Salesforce integration, you can push survey data as a custom field. If desired, you can export survey data to a CSV as well.
Start Creating Your Custom SFMC Preference Center
Have any questions about Digioh (or integrating with Marketing Cloud)? Reach out to learn more about our Salesforce Preference Centers here; we’d be happy to help you out!
