Capturing behaviors for “hidden” preference centers

Many marketers love to hate the preference center. They argue that subscribers rarely use them beyond providing the initial required opt-in or registration information.
And it is true. Generally, it takes needing to change their email address or a desire to unsubscribe or reduce the frequency of emails to motivate someone to visit your preference center.
But that doesn’t mean you should simply ignore your preference center or capturing customer profile data. Instead, rethink the concept of a preference center as something that captures what customers do, not just what they say. Read more…