Why to collect customer interests
Collecting customer interests gives you direct, first-party data about what your subscribers want to hear. Rather than sending the same content to every customer, you can tailor communications based on the topics each person has chosen.
Key benefits include:
Improved email relevance: Customers receive content that matches their preferences, making communications more valuable.
Increased engagement: Targeted emails generate higher open rates and click-through rates because the content resonates with recipients.
Better customer experience: Giving customers control over the topics they receive demonstrates respect for their time and builds trust.
Enhanced data collection: Interest selections provide valuable first-party data to improve audience segmentation and campaign targeting.
Reduced unsubscribes: When customers can choose the content they want, they are less likely to opt out of all communications.
How interest collection works
To understand the end-to-end process, here is how a customer's interest selection flows from email to campaign.
The customer receives a marketing email.
They click the Preference Centre link in the email footer.
Within the Preference Centre, they view and update their communication interests.
Their selections are stored and used to support audience segmentation.
Future communications can be tailored based on their chosen interests. You can segment the interests data using data tree nodes, giving you greater flexibility when building targeted audience segments.
Recommended interest categories
You can offer customers a range of categories to select from. The categories you include should be flexible and aligned with your marketing strategy. Examples include:
Accommodation & stay offers
Hotel deals and special rates.
Weekend getaway packages.
Luxury stays.
Family holidays.
Extended stay offers.
Last-minute promotions.
Food & dining
Restaurant promotions.
Seasonal menus.
Fine dining experiences.
Brunch and afternoon tea events.
Culinary experiences.
Wine tasting events.
Spa & wellness
Spa treatments and packages.
Wellness retreats.
Fitness and health programs.
Yoga and mindfulness experiences.
Beauty and relaxation offers.
Events & entertainment
Local events and attractions.
Live music and entertainment.
Holiday celebrations.
Exclusive guest events.
Cultural experiences.
Meetings & corporate events
Meeting room offers.
Conference packages.
Corporate travel solutions.
Team-building events.
Business traveler promotions.
Weddings & celebrations
Wedding packages
Honeymoon offers.
Anniversary celebrations.
Private events and parties.
Special occasion experiences.
Family & kids activities
Family-friendly packages.
Kids club activities.
School holiday offers.
Family dining experiences.
Recreational activities.
Loyalty & membership benefits
Loyalty program updates.
Member-exclusive offers.
Reward promotions.
VIP experiences.
Early access to deals.
Set up interest collection
To enable interest collection in the Preference Centre, you need to submit a request to the Support Team for configuration and implementation.
Define the interest categories you want to present to customers.
Submit a request to the Support Team, outlining the required interest fields and your business requirements.
Work with the Support Team to configure the Preference Centre and confirm that customer selections are captured correctly.