Granular Unsubscribe (Collect+)

Why go Granular?

We know that providing a default single-click unsubscribe mechanism reduces the ability to market existing customers who may wish to stay in contact, but aren't presented with appropriate tools to allow them to manage permissions and tailor preferences.

To combat this, we suggest that marketing communications are sent with a link to a capture point which relates to the specific content the customer has received, and add the ability to step-up to manage all permissions.

Get Started

This granular functionality is available using our capture points, details below.

Create the Granular Templates

For a specific marketing purpose(s), create the corresponding template for that permission option (or set of options) which will be rendered to the customer when they click the unsubscribe link in their email.

Embed the Capture Point

This flow uses the standard capture point configuration and styling. Click here to see how.

Email Links

Within your marketing distributions to targeted customers, add an 'Unsubscribe' link, which points users to the host page for the capture point. The capture point requires a token to be presented, so this can be added as a variable in the URL query string. See how to generate tokens here, and how to retrieve config values from the URL here.

Capture Richer Preference Data

You are able to use DataGuard preferences to enrich the data you collect on your customers, and use this to tailor and improve customer experience.

It may make sense for you to present supplementary preferences alongside the base permissions in your unsubscribe flows, and highlight that customers can select specific options which are more relevant to them rather than opt out entirely. These can be simply added to the source capture template at any time.

Use Value Cards

Using the capture point it is possible to dynamically display text that conveys the value being lost (on decline) or the value gained (on accept). We know these as 'Value Cards', and believe that, if presented, can help customers make more informed choices by knowing what they stand to gain or lose.

You can see how to use value cards here.

Provide Step-up to 'Manage All'

It is recommended that a customer accessing a granular unsubscribe capture point has a clear and simple-to-use option to manage all permissions (as you would see in a 'My Account' area).

You can present the customer the ability to step-up and manage all permissions from within the capture point. This provides assurance to the customer that they are in control, and that you are transparent around your data processing activities

The token that was used to access the progressive capture point can be retained when linking across. To do this, add a text block to the template with an embedded link (something like "manage all preferences"), which points to your 'My Account' capture point URL. The URL in the text block should be given a query param of token=${token} to ensure the token is retained, and the customer seamlessly steps up to manage all options centrally.