From personalized Netflix recommendations to suggested Spotify playlists, users have come to expect a certain amount of customization when it comes to services and subscriptions. Association audiences are no exception.
Organizations spend a great deal of time making assumptions about their members' interests. And there are a number of tools out there to support the collection of behavioral data so that associations can get better and better at getting to know their members.
But sometimes, it's not enough just to build off algorithms that indicate a person's interests. Sometimes the simple solution is to ask.
That's the intention of the modernized Email Preference Center (EPC). To give your members control of the remote.
Thanks to the hit Netflix series, “Tidying Up,” people across the world have been “Marie-Kondo-ing” their homes and offices in order to start fresh. For those not privy to the show, here’s the gist: Marie Kondo, the show’s host, encourages participants to evaluate each item in their home (or, more specifically, in their closet) and identify whether it “sparks joy" in their life.
Anything not "sparking joy" is ceremoniously discarded or donated. Those having gone through the process are afforded a cleaner, more streamlined space that inspires productivity and healthier living.
Your data is no different. And here's why.
We get it, marketers are under immense pressure to prove results with their digital marketing efforts. We’ve seen the buyer journey quickly shift to almost entirely online where nearly everything is measurable. Marketers are often led to over report on marketing results like vanity metrics while also over-valuing the business results such as ROI, which can hurt digital marketing performance over time.