How to Inlude & Exclude Users from Emails Based on Preferences.

[saybanini]

Hello! We have noticed that more companies are mailing to users based on their preferences. So for example, if a customer wants to hear more about lipstick, they will receive marketing emails based on lipstick. Or if a user doesn't want to receive and emails about Father's/Mother's Day marketing emails, they will be excluded from those marketing emails.

I was wondering if:

• There is a way to personalize the preference page in ACS for this?
• If so, how is that data stored? In lists or audiences? Or is there are particular flags we can create in ACS that we can use to segment in the workflow?

 Please advise, thank you! 

[Denis_Bozonnet · Accepted solution]

Hi @saybanini 

Do you use a central preference landing pages where these preferences will be captured? Or do you use browsing behaviour upstream to infer preferences. 

depending how preferences are captured you would have 3 ways:

1- Flag is the most obvious of course especially if the data capture is very structured via a landing page. You could use that approach to store interest in categories, for instance lipstick. Downside on that approach would be that each category requires a flag preferably in a new entity associated to profile. 

2- Service subscription could also be a way to store the information and I would probably use such way for invariant event such as anniversaries, special day (Valentine, Mother, Father, Christmas, etc…) if you use it to store categories from topic 1 you would have 1 service per category. This is straight forward and very flexible 

3- If you have Adobe Analytics or even better Audience Manager, you could build audiences and shared them with Experience Cloud. For ACS you will activate Shared Audiences. These are stored in Lists/Audiences in ACS. 

you could have a combination of all 3 ways depending of the volatility of the preferences you want to capture. 
What you want to avoid is to go back to development activity every time the business wants to capture something new, you need a flexible solution so maybe points 2and 3 are better for that aspect. 

Hope this helps

Thanks

Denis

[Denis_Bozonnet]

Hi @saybanini 

i forgot to mention that in ACS you can create a landing page that will capture flags and service subscriptions, and we do such very regularly so you would be able to address points 1 and 2. In this case the flags from point 1 would be on the Profile resource directly, just extend it and add the flag. 
Good luck

Denis