Redefining Subscriber Management with MaxEXP Dynamic Email Marketing
Everyday, organizations are faced with the daunting task of consolidating independent pieces of customer data from across the enterprise and then merging what is often conflicting profile data into a single exhaustive list. There are so many challenges throughout the entire process.Specifically, how do you . . .

• Identify and capture all the disparate customer lists?
• Reconcile conflicting subscriber information to build a master subscriber profile?
• Differentiate a unique subscriber's universal opt-out from communication specific opt-outs?
• Respond in real-time to changes in subscriber profiles and preferences?

These challenges only proliferate as you deploy enterprise applications, such as CRM or Web Analytics systems, to manage customer data. Throw in the legal risks brought about by the CAN-SPAM Act, and organizations face an even greater challenge in remaining legally compliant in how they manage subscribers. With MaxEXP Subscriber Management tools, consolidating and then strategically segmenting your subscriber data has never been easier.

All Subscribers
At the heart of Subscriber Management is All Subscribers - an exhaustive list of all unique subscribers, as well as their profiles and preferences, from across the organization. All Subscribers can be used to easily generate smaller lists or groups.

Lists
Lists function much as they have in the past. Users create a list in the application and then upload subscriber data to that list. However, there are some exciting new features:

• When subscriber records are uploaded to a list, all subscriber data is now cross-referenced to All Subscribers. The "master profile" of existing subscribers is updated to reflect any new profile and preferences information. New records are now added to not only the list but also to All Subscribers.
• Lists can be designated as public or private; subscription lists are designated as public lists.

Lists are ideal when the set of subscribers meeting a specific set of criteria remains fairly consistent. You define the criteria once and the count for how many subscribers meet that criterion is fixed.

Groups
For more dynamic collections of individuals, groups are ideal. Groups are clusters of subscribers dynamically built based upon profile attributes or via random and nth number sampling techniques. When a new set of subscribers is imported into the MaxEXP system, those who meet predefined criteria are automatically added to the appropriate group. Highlights of Groups include:

• Unlike lists, subscriber counts in groups are dynamic and can vary minute-to-minute.
• Subscriber counts are calculated and returned in real time.
• Users can create groups far in advance of a mailing, or can create one at the time of send.
• Subscriber groups can be published to select parts of the enterprise.

Subscriber Profiles and Preference
Subscriber profiles and preferences, including which communications each subscriber would like to receive, are all accessible from a single point. Profiles capture demographic data as well as transactional data (i.e. purchase history when integrated with MaxEXP® or Web Trends), which can be used to drive segmentation and personalization. Preferences define what communications customers want to receive and how frequently.

Above is an example of the Subscriber Profile/Unsubscribe page. The content of this page is driven by subscriber profile information ("Your Information"), public lists ("Your Subscriptions") and subscriber preferences ("Your Preferences"). Subscriber management tools maximize personalization and ensure that subscribers receive highly targeted messages based upon their preferences.

Enterprise Subscriber Management
The Enterprise Subscriber Management solutions features more advanced options for list management.

• Designate email sends to one or more groups or lists.
• Suppress lists or groups from individual emails.
• Control and manage unsubscribes from all communications, as well as individual communications.
• Maintain subscriber bounce data at the master subscriber record and apply across all lists and groups for that subscriber.

For more information please contact San Diego Media.