I’m a big believer in the idea of a preference panel that gives your subscribers the opportunity to tailor the emails they get from a company. This panel should be available in every email. It is probably the most valuable information you can get about a subscriber – more then metrics, behaviour, all of that – to craft emails they’ll actually want to receive. If possible, it should include a frequency choice.

But how do you get them to update it after they’ve originally signed up?

Here’s a terrific example by the Interactive Advertising Bureau (IAB). It’s based on the idea of the interstitial ad – the ones that pop up in between one destination on a website to another. In this case it comes up as you click an article link on the homepage of the newsletter. You can either update your profile – or continue on to read the article.

Posted on December 3rd, 2008 under HTML email newsletters .
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