Keeping preferences consistent.
WHAT THE PROBLEM IS
Preferences recorded in one system and not honoured in another.
WHAT THAT PRODUCES
Marketing sent after opting out, which is a straightforward breach.
WHERE PREFERENCES END UP
The marketing platform The customer database The support system Spreadsheets
WHAT TO ESTABLISH
One authoritative source.
WHAT EVERY OTHER SYSTEM SHOULD DO
Read from it, rather than hold its own copy.
WHAT TO AVOID
Preferences maintained manually in several places.
WHAT TO BUILD
A preference centre the person can use themselves.
WHAT IT SHOULD ALLOW
Seeing what they are subscribed to Changing each independently Unsubscribing from everything
WHY GRANULAR CONTROL HELPS
People frequently want some messages and not others, and an all-or-nothing choice produces total unsubscribes.
WHAT TO CHECK BEFORE EVERY SEND
Preferences, at send time rather than at list creation.
WHY
Lists built in advance go stale.
WHAT TO TEST
That an opt-out actually stops messages from every system.
HOW
Opt out, and verify.
WHAT TO AUDIT
Whether any system sends without checking.
WHAT TO RECORD
Every preference change, with a timestamp.
