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Preference Center Communications Matrix

Map Your Current Outbound Communications And Identify Opportunities To Give Customers Control

July 19th, 2023
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Emily Collins , Ryan Keenan , Christine Turley

Summary

As marketers design their preference centers, they must consider the types of communications they deliver today and by what channel. From there, they can identify where they would like to give customers opportunities to adjust their communication preferences. The Preference Center Communications Matrix prompts B2C marketers to identify the different content types delivered through each channel supported by the preference center. The matrix then shapes decisions about granular content and channel controls the marketer can surface in the preference center. It may also highlight areas in which the organization is overcommunicating on certain topics or in certain channels.

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