The Obama Foundation partnered with my team to create a customized email preference center that empowered subscribers to personalize their communications. Our work not only provided users with more choice and control but also gave the Foundation valuable insights into audience preferences. By integrating data seamlessly into Salesforce Marketing Cloud, we helped reduce unsubscribe rates while enhancing the overall email experience through tailored content, dynamic segmentation, and a strategic approach to preference management.
Obama Foundation Preference Center
A Call For Change:
Empowering Subscribers
Before our collaboration, the Obama Foundation faced challenges with managing email preferences in a way that met both user expectations and organizational needs. Subscribers had limited control over the types and frequency of communications they received, leading to higher unsubscribe rates and lost opportunities for engagement.
The Foundation needed a solution that would give users more autonomy while ensuring that subscriber data could be leveraged for future personalization and segmentation efforts.
Building Bridges:
Dynamic Data Integration
We developed a fully customized preference center that allowed subscribers to choose the types of communications they wanted to receive, set their desired email frequency, and personalize their experience. To enhance user understanding, we incorporated drop-down menus that provided clear descriptions for each communication type.
Additionally, we included a short questionnaire to capture more subscriber data, all of which was stored in a data extension within Salesforce Marketing Cloud for use in dynamic content and segmentation. A robust unsubscribe confirmation page with an integrated survey provided valuable feedback on email cadence and user expectations, helping the Foundation refine its approach even further.
Stronger Together: Reduced Unsubscribes, Increased Engagement
The new preference center reduced unsubscribe rates by giving users more control over their email experience, while also providing the Obama Foundation with actionable insights into their audience’s needs. With all data seamlessly integrated into SFMC, the Foundation gained the ability to deliver more personalized, relevant content that resonated with subscribers.
Our solution not only improved the email journey for users but also set the stage for more dynamic, data-driven communication strategies in the future—proving that when subscribers feel heard, they’re more likely to stay engaged.