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Aaron Beatty, Director of Digital Engagement at Attain Parners will present

Alice in PreferenceLand: Falling Down the Rabbit Hole:

At first glance, a conversation about an email preference center seems simple and straightforward: what are the preferences a subscriber should see? But all too often, hidden complexities emerge—how many preferences should there be? Should we offer an opt down option? What about changing email addresses and names and zipcodes? What about gathering their interests? What about different groups that have different segments in each group? And after all of that—how do we actually enforce and honor those preferences? The longer the conversation goes, it just gets “curiouser and curiouser.”

Instead of shouting “off with their heads!”, this preference center session will give you the options and framing to make the best decision for your organization.

We’ll walk through the different types of preference centers, we’ll showcase some good examples of how to do it right, and then we’ll walk through some common options for Preference Centers within Marketing Cloud:

• The out of the box preference center

• A custom CloudPage

• External preference center

Then we’ll have a live demo where we dig into some of the code behind the scenes of a custom CloudPage preference center, where we’ll present best practices to store and organize both your code and your subscriber preferences. We’ll show you how to make your CloudPage dynamic allowing you to change and update your preferences without having to change your code! Highly commented code samples will be provided as part of the presentation for attendees to use and try out on their own.