Previously, when your subscribers wanted to update their subscription preferences (like changing their interest groups or their preferred email format) the only way to do that was by clicking a link in one of your email campaigns. We’ve made things much simpler, and now your subscribers can update their preferences from your subscribe form location just by entering their email address.
Whenever you create an email signup form, you should let people check little boxes to indicate what kind of content they’re interested in. Here’s an example of what I mean (from a restaurant’s email signup form):
That way, when you create a campaign, you can send it to specific groups on your list, instead of blasting out to your entire list.
Now, most marketing experts would tell you that you should do this because it allows you to send “more targeted campaigns” to your customers. Targeted campaigns sent to small segments of your list will get you better open and click rates, they say.
That’s true, but here’s the real reason you should include interest groups on your signup form: