Smart Marketing Moves: 4 Reasons to Build a Subscription Management Center

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Jason Long headshotBy Jason Long, director of revenue marketing, The Pedowitz Group

According to BtoB Magazine, 59 percent of B2B marketers perceive email marketing to be their most effective channel because it is a cost- and time-effective way to reach a large group of targets. However, as more companies utilize email marketing, your prospects’ inboxes are getting flooded with messages, and if they tire of your company’s emails, they will choose to opt out or unsubscribe from your communications.

This is where your opportunity lies: instead of losing them forever, a subscription management page provides an opportunity for the recipients to tailor their communication preferences. Here are four reasons why creating a subscription management center is a smart move for your company:

Reason 1: Offers your recipients a choice in communication preferences
Most marketing automation and email marketing platforms offer a default unsubscribe function, which instantly removes the recipient from any and all email communications with your company. By offering a subscription management center, you provide them with an alternative to opting out of everything you send. You most likely spent a significant amount of time and money acquiring your leads, so you should take advantage of every opportunity to keep them involved. If possible, provide them a “mute” option, where they can opt out of communications for a short time.

Reason 2: Informs your prospects about all of your content offerings
As part of our Revenue Marketing workshops, we advise our clients to create messaging and content based on data such as a prospect’s phase in the buy cycle or persona. These segments help to deliver targeted content to who we “think” is the best possible audience: sometimes CEOs love technical content; sometimes managers love thought leadership pieces. By presenting all of your content options in your subscription management center, your subscribers can pick and choose exactly what they’d like to receive from you.

Reason 3: Offers additional opportunity for branding and personality
It’s often said “it’s the little things that count,” and your subscription management page is no different. Most visitors are there to unsubscribe from your emails; use it as an opportunity to remind your recipients why they signed up in the first place, or make a memorable impression on them as they go. Some great examples include Charity: Water’s video call to action or Telltale Games’ funny page text.

Reason 4: Even if they do unsubscribe, it’s worth the effort
Most prospects don’t visit your subscription page to see a complex form in action; they’re there to opt out. That being said, implementing these best practices may catch a handful of leads who intended to unsubscribe and keep them around a little bit longer. Creating this page takes some time up front, but very little effort to maintain once it’s running. It’s a worthwhile investment to create a subscription center for your company and try to hold on to every last lead you can!


Jason Long is the director of revenue marketing for The Pedowitz Group, an award-winning Revenue Marketing

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