I received an email from Silverpop a few minutes ago in which they announced their new white paper "Give Customers What They Want with Preferences".
According to Silverpop, research has shown that when customers have the power of choice (the ability to choose what they receive from you, when and how often) they will also choose to maintain an email relationship with you.
In this white paper they explain the why, what and how of creating and implementing a valuable preference center to empower your customers and improve the success of your email marketing efforts.
Here are some quotes:
"By implementing a preference center, you are shifting control of the relationship back into the hands of your customer or recipient."
"When recipients control what messages they get, their relevancy goes way up, and with it their open and click-through rates."
"In a world without preferences, the only option for recipients is to opt-out of all communications: the end of the line for your email relationship."
"You need to figure out how much control you can give recipients without offering an unmanageable number of preferences."
"A good tactic is to check various competitors' sites to see what options they are including to ensure you are not missing anything."
"Customers are naturally sensitive about receiving promotional materials. They'll be more receptive to your message if you give them some control over the amount of promotional material they receive."
"Only certain types of messages lend themselves to recipient-controlled frequencies."
"As marketers and their email service providers get more sophisticated, preference options are going to get more personalized and more specific. Recipients are going to be able to choose not only what they receive, when, and how frequently, but also via what channel."