Email Preference Centre

Hey there, Tarun from Milkshake again 👋

Struggling with high unsubscribe rates?

You’re likely missing this crucial page…

Today we’ll be diving deep into how this one change can drastically decrease your unsubscribe rates.

Let’s get it.

Email Preference Centre

One of the biggest pain points for ecommerce brands when it comes to email marketing is people unsubscribing from their email list.

An effective method to help reduce these unsubscribes is by allowing your subscribers to manage their email preferences.

By managing email preferences, a subscriber can control what emails they receive and how often.

This can be done through creating an Email Preference Centre.

Types of Email Preference Centres

There are three main types of preference centres you can build:

➡️ Time-Based

➡️ Content-Based

➡️ Hybrid

Let's break these down...

Time-Based Preference Centre

In this example, West Elm has provided different email frequency options to their subscribers.

This gives your subscribers an option to receive emails less frequently rather than unsubscribing from our email list altogether.

Email frequency options you can implement include:

• 1 email per week

• 1 email per fortnight

• 1 email per month

Content-Based Preference Centre

This is a preference centre that is purely content based.

In this example, MeUndies gives subscribers the option to choose between different types of emails.

This is great if you want to segment your audience based on them receiving:

• General promotional emails

• Blog/educational content

• Community focused content

• Any other content category that may be relevant

Hybrid Preference Centre

Le Creuset's email preference page is one of the most unique and fun ones I've seen.

They don't just ask about which emails you want to receive, they take this opportunity to learn what colors you prefer, what kind of cookware you own and what skill level you are.

This allows them to provide a highly personalised and effective email experience to each individual subscriber.

This much detail would only be relevant for big ecommerce brands with email lists over 100k.

Milkshake Media Email Design Of The Week

Every week I will share my favorite designs created by our internal design team at Milkshake Media.

Our team is full of talented email designers that have worked in this space for many years.

We design over 65 ecommerce emails on a weekly basis for our clients.

This week’s feature is an Email Redesign we did for a brand called OddBalls.

They are a large underwear brand with a fun, vibrant personality.

I think our team did an amazing job capturing this in their email design.

Email Design Of The Week:

• https://drive.google.com/drive/folders/1T1K1gPCVQaSEM_5XGbuYZtDZgQVWQed5?usp=sharing

Reply to this email if you have any questions around the Email Preference Centre.

I’d be more than happy to help!

Tarun.

PS: If you’re an ecommerce brand making over 70K/month and you need help with your email channel, book a call here.