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Build Customer Trust With Preference Management

Quartz Editorial Team

Quartz Editorial Team

What is Preference Management

Marketing professionals rely heavily on data and analytics to form their strategies. However, it is vital to comply with privacy regulations when collecting user data to avoid penalties. Establishing a preference management program is a great tool to acquire data within the scope of privacy regulations. 

Preference management allows users to choose their method of communication, typically through a digital preference center. The preference center also informs users about their privacy rights and allows them to opt-in to data collection. 

The Power of Preference Management

By offering customers more preferences to opt-in to your data collection and email marketing efforts you can build greater trust and increase results while providing an optimal user experience. 

Global Director at OneTrust PreferenceChoice, Claire Feeney, shared how she approaches preference management in a recent Quartz Network presentation. 

“I work with marketers on how to bring transparency into the organization,” Feeney said. “How to build trust with their audiences, leveraging some things that you might find in a privacy program.

Keep Communication Channels Open

Consumers are more conscious than ever about privacy and data, and organizations want to ensure that they’re compliant and courteous to their users. At the same time, marketers never want to unnecessarily lose access to the data they rely on to effectively reach new customers.

When it comes to finding an ideal balance, Feeney says, “A big part of that is looking at preference management.” 

If I give my audience the ability to opt-down, instead of opting out…then I can retain that contact, retain more of my audience, and actually tailor to them in a better way.

Claire Feeney, Global Director at OneTrust PreferenceChoice

Companies often make the mistake of offering a singular “unsubscribe” option in their preferences center. This results in losing contact with a potential customer. Instead, Feeney recommends an “opt-down” approach. 

The “opt-down” approach allows the user to opt out of specific types of emails, like new product announcements, while still receiving other emails. This maintains a line of contact with the customer and makes for a better user experience.

“If I give my audience the ability to opt-down, instead of opting out,…then I can retain that contact, retain more of my audience, and actually tailor to them in a better way,” Feeney explains.

Watch the presentation for a deeper dive into the intricacies of preference management.