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Welcome to your EPC Toolkit

An EPC is an important email marketing tool which gives your members the opportunity to select the email content and frequency of communication that they prefer. In the EPC, they are also given the option to unsubscribe. When built correctly, your EPC will help you build out your member profiles and help decrease your unsubscribes by allowing your members to tell you what they want to receive. This toolkit is designed to help you understand the core elements of an effective EPC and guide you through outlining a strategy for managing your subscription buckets.

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EPC 101

Learn the basics of what components go into an EPC & browse idea library for inspiration.

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Planning & Strategy

Access our EPC strategy tools including a planning workbook & guides.

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Frequently Asked Questions

Find answers to the most common questions that we hear from our clients.

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Why use an EPC?

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Customize

Individualize your users’ experience with your organization

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Target

Build buyer journeys around self-selected topic preferences

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Retain

Push programs that align with members for greater retention

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Adhere

Stay compliant with GDPR and other communication policies

Your Roadmap to EPC

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Building your EPC

Building an EPC is a combination of strategic planning and technical implementation. Before diving into the technical implementation, it is important to fully map out your strategy and align all stakeholders involved with member communications. Your EPC subscription buckets should incorporate your high level content strategy, and consider cadence, send frequency, and personalization techniques. In this toolkit, we provide a mix of functional, hands-on guidance, along with coaching for modern email marketing best practices including workbook resources for reference. Once your strategy is complete, you will be ready to move into the EPC technical implementation.

Your EPC Best Practices Checklist

1Plan out your email portfolio strategy

What are the types of emails you send and how can they be categorized into buckets?

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2Shoot for 8-12 preferences

Avoid getting too overly complex and granular in your email preference center. Users on average spend less than 10 seconds on the page.

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3Use clear & concise language

Is the language for taking action on the page by opting in, down, or out, clear and concise while keeping you in compliance?

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4Avoid conditional logic

Steer clear from overly complex logic (i.e. if a user clicks on one menu item then the sub-menu items are all checked.) This logic can wander into scenarios that are out of compliance.

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5Instill confidence and trust

Be transparent with your preference options and incorporate the email preference center categories into your email marketing campaigns to instill trust in email recipients.

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6Promote your email preference center

Once the content for the EPC has been decided and the page built and integrated, build out a promotional plan to leverage the page via a link on the member profile page, through an email campaign, etc.

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7Build your EPC into your overall marketing strategy

As users inform you on their preferences, consider building nurture programs around their preferences using the email automation tool.

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Download Printable Checklist

See what our Specialists are saying about EPCs

Why Are People Opting Out of My Emails?

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