In my last post I discussed some concepts of email preference centers. When we let our subscribers tell us what they want, and when & how they want it, we are able to provide email communication that is much more timely and relevant — and makes our subscribers happier!

eHarmony has done a good job at getting some basics down for their preference center, with some definite room for improvement. This element doesn’t quite make it into my Red Flag Mistakes category, as this has been executed fairly well.

Below you will see a screen grab of their simple preference center. Here they are asking about my preferences on specific sends they have: Special Offers, Newsletter, New Products, and Partner Offers.

This is a nice start. What I would also like to see is more options for frequency, device, and format. eHarmony is a big player and has the resources to offer such options. Additionally, a separate section with options for more specific content would be very nice. Here they could funnel down subscribers that were looking for ‘relationship advice’ ‘date ideas’ ‘geographic getaway spots’ etc etc.

With that said, I would hope eHarmony is using other data they have available when sending dynamic content. A previous post on the basics of email segmentation, provided a starter list of ideas on what to segment. eHarmony should have many data points available to create some extremely targeted groups.

-Forest Bronzan