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Onboarding patrons into new communications preferences

Reynaldi Lindner Lolong
$organization

Does anyone have recommendations for how to roll out new communications preferences to patrons? There are two specific projects we're considering:

1) Using Contact Point Purposes to record the kinds of emails patrons want (customer service, promotional, onsale alerts, reminder emails, etc.)
2) Adding a designated secondary email address so that we can send the same email to a Member who wants their Wordfly emails going to themselves as well as another address of their designation (ex: wanting their onsale alert to go to both their home and work email.)

Short of sending out a survey to all our Members (10,000+), we're looking for a way to capture people's preferences. Or is the best route to just decide defaults, and then ask people to opt-in/out? Any advice appreciated.

  • $organization
    For my part, I'd probably adopt a blend of your two ideas: set your defaults and get them applied, then do an Update Your Preferences type email explaining the changes and asking people to tweak further if they'd like. This ensures you have your data set up regardless of response rate, but also provides transparency and allows those who prioritize it to make independent decisions.

    I'd also probably build in a reminder message or two for those who don't act after the first round. E.g. First message = As of Oct X, we'll have new communication options!, then Today's the day! Make sure you'll still get the news you want!.
      
      

    JAMIE O'BRIEN

    ASSISTANT DIRECTOR OF DIGITAL SERVICES

    THE NEW 42ND STREET
    229 W 42ND STREET, NEW YORK, NY 10036
    JOBRIEN@NEW42.ORG
    646.223.3063
    WWW.NEW42.ORG