Preference Management and Segmentation

Ask for Preference Updates

• Marketing Cloud Next:
  • Preference Management: Create Preference Pages to allow recipients to manage their choices for specific communication subscriptions. The system stores these updates directly in the Communication Subscription Consent Data Model Object (DMO). See Create a Custom Preference Page for Marketing Channels.
  • Segmentation: To dynamically filter your audience based on their active subscription opt-ins, build a Data 360 segment. Marketing Cloud Next enforces consent validation at send-time, so that you honor these preferences and protect your deliverability. See Create a Standard Segment in Data 360 and Knowledge: Resolve email not sent reason "Tried to send promotional email to recipient without opt-in"
• Marketing Cloud Account Engagement:
  • Preference Management: Use the Email Preference Center to build public-facing pages where prospects can opt in or out of specific communication categories that you can use to create lists. See Email Preference Pages
  • Segmentation: Use a dynamic list to automatically add or remove prospects from your sending audiences based on the preferences they select and the custom field data that you collect over time. Static and Dynamic Prospect Lists
• Marketing Cloud Engagement:
  • Preference Management: Use CloudPages alongside Smart Capture forms or AMPscript to design fully customized preference centers. Alternatively, you can use the standard, out-of-the-box Profile and Subscription Center. See Preview the Subscription Center or CloudPages
  • Segmentation: Store preference data in Data Extensions and use Filter Activities or SQL Queries in Automation Studio to segment your audience based on their desired content types and frequency. Filter Activity, Build a SQL Query Activity