Building a ‘Preferences Center’ for more relevant emails

I’ve been doing a lot of work helping clients plan e-mail campaigns lately. In my experience, what separates great e-mail from mediocre e-mail is the level of personalization and customization. The more relevant you can make your offer, the better ROI you’ll get, and the happier the recipient will be.

Collecting guest preferences should be an ongoing process, but it’s helpful to get some basic details when a person first signs up for your e-mail newsletter.

This is sometimes called a “Preferences Center” — and I wanted to take a look at how a few major hotel brands are building theirs. (Warning: large screenshots below!)

Kimpton

JDV Hotels

Ritz Carlton

Fairmont

Starwood

What does your Preferences Center look like? How are you segmenting your e-mail list?