Last month I celebrated my one-year anniversary at fusionSpan as a Digital Strategy Business Analyst, which resulted in a plethora of celebratory emojis on the company’s internal Slack channel. (For anyone with Slack, I highly recommend the Party Parrot emojis!). My job is to help our clients with marketing automation implementations, ranging from Pardot and Marketing Cloud to Campaign Monitor and HubSpot.
Over the last year, no matter the toolset or client, I learned that email preferences are a fantastic conversation starter for several reasons:
- There are legal requirements (CAN-SPAM, GDPR, CASL) guiding how contacts can opt-in and out of marketing emails.
- Associations want to steer members away from the dreaded “Unsubscribe All” link.
- Although many clients want their members to manage email preferences in as many locations as possible, having the data sync correctly across different tools can be complicated.