In a digital age where attention spans are decreasing, the need for relevancy has never been so important. If prospects receive content that is irrelevant to them, they may instantly delete it, but worse, hit that unsubscribe button.
If they do, don’t let it end there! You have the chance to reduce unsubscribes by giving them a last look at what you can offer before they make that final decision. It’s called a preference centre.
Placing the unsubscribe link at the bottom of this page encourages prospects to run their eyes down your preferences first.
With GDPR just around the corner, preference centres are a great way for your prospects to confirm opt-in too.
Using Pardot lists in your preference centre is a great way to link your preference centre and your lead nurturing campaigns.