Preference Centre: Empowering your mobile app users for better user experience and higher engagement
With the arrival of the GDPR (General Data Protection Regulation), allowing your mobile app users to take control over their preferences and opt-in is more important than ever. Marketers need to focus on what their app audience really wants to ensure the relevancy of their messaging and a better user experience – keys to more successful campaigns.
Thanks to advanced segmentation, personalisation and geo-marketing capabilities of marketing automation solutions, such as the Audience+ platform, marketers can now target and send out messages that are both relevant and timely, thus improving user experience, engagement and conversions. But the plethora of marketing messages mobile users receive every day is so overwhelming that brands also need better tools to manage marketing pressure.
Manage marketing pressure and app user experience with preference centres
User preference centre is one of the tools enabling you to manage marketing pressure. A preference centre is a page within your mobile app (or your website) where your user can adjust the elements of their user experience and marketing push pressure by themselves. They can choose what type of content they want to receive (for example, news, special offers or coupons), by which channels (for example, via mobile or web push notifications, email or sms) and how frequently (for example, daily, weekly, monthly). Your users can also update their preferences at any time.
With a mobile preference centre it is your users who decide what they want to receive and when, and you no longer need to worry about overwhelming them with too many messages or inappropriate content.
Things to keep in mind when setting up your mobile app preference centre
1.Keep it simple
Make sure your preference centre form is clear and concise, so the preference options (e.g. areas of interest, frequency of marketing messages) and actions to be taken are easy to understand. Keep in mind that each of your brands and communication channels should be covered as separate options in the form.
2.Collect explicit consent
Make sure your users understand that by submitting their preferences they are giving their explicit consent. None of the tick boxes should be pre-filled; the user must be in full control of the preferences they submit. Your users should also be able to access their preference centre at any time to update their preferences. Keeping user preferences up-to-date is also beneficial for you, ensuring more targeted communications and thus higher engagement rates
Empowering your users shows that you value them. Don’t forget to let your users know about the preference centre and how to use it. For your new app users, you can do this as part of their onboarding experience / welcome programme. And to encourage your existing app users to take benefit of the new feature, you can send a push notification to let them know how to customise their experience for a more timely and relevant messaging. This can also help in re-engaging your dormant users.
Don’t hesitate to contact us if you would like to know more about setting up a preference centre for your mobile app and send more personalised, timely and relevant campaigns. And, similarly ensure that you are transparent about your data practices.