ADDITION OF THE 'PREFERENCE CENTRE TO MARKETDEVELOPER
What is the Preference Centre?
One of the problem identified to us by customers has been the disconnect between an outbound email and the reporting of response. The big win that MarketDeveloper can provide in this situation is to 'close the loop' and integrate the whole process of Campaign creation, data selection, broadcast, response handling and metrics. This is done with a combination of MarketDeveloper system and support.
This Business issue was precisely the one presented to us by Scotrail when they wished to convert their old, snail mail based Loyalty scheme 'Select' to an entirely e based scheme 'Advance'. Examples of the way the MarketDeveloper Preference Centre has been configured are in this document.
1. CAMPAIGN ESTABLISHMENT
Define your decision criteria in 'Contact List Builder' within Campaign Manager and save the rationale for the Campaign under 'Additional Profile.' Once the selection is complete 'Finalise' the Campaign and the recipient list is fixed within the system and the Campaign output code is allocated to the recipient record. That way all response to the campaign can be written back to the individual records and to the campaign.
We will need to discuss with you how the MarketDeveloper Preference Centre is configured both for unsubscribes, updating of records, and any additional info you may wish to passively harvest. (This allows you to capture additional profile under the 'In order for us to tailor our offers to you more precisely please answer the following questions' banner) We will also need to link into the Central Trains Privacy Policy.
Figure 1 shows the Preference Centre front page which collects basic contact details and preferences and gives access to the companies' Privacy Policy. This can be configured to your capture requirements and your look and feel.
Figure 2 shows the intermediate page before going to the Newsletter that asks for additional information.
The Preference Centre also needs to be configured as an intermediate step that mail based responders go to before they reach the Newsletter. This is so that we can solicit an opt in for future electronic communications as well as encouraging them to update their records. As they submit their update they will be routed to the Newsletter. The response is written back to MarketDeveloper.
This may seem to be a disproportionate amount of effort for one campaign but the Preference Centre, once established, can be used for all outbound eMarketing. Continue on the Next Page
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