Email Deliverability Tools

Should a Preference Center Be One of Your Email Deliverability Tools?

For email marketers, a preference center might seem like something extra. You know, a nice-to-have but not a have-to-have kind of thing.

But a recent article in MarketingSherpa about Fedex’s preference center demonstrates that it can be an integral part of your entire email marketing program…and even one of your must-have email deliverability tools.

Fedex was able to increase both their deliverability rate and their click-through rate by strategically utilizing and incrementally improving their preference center. And they did it worldwide. They took what they learned in the U.S. region and applied it elsewhere, for a global email deliverability rate of 95%, and a global click-through rate of over 10.5%.

According to the article, Andrew Bailey, Marketing Specialist Advisor, FedEx, attributes the improvements to the preference center: “…allowing subscribers to update contact information and preferences has had the largest impact on global metrics such as deliverability and clickthrough rate.” (emphasis mine)

You might not have the resources to build out a preference center like Fedex’s-or the need-but even the most elementary preference center might be something to consider as one of your email deliverability tools for improving email delivery rates.

Think about it!

Published On: March 22nd, 2011Categories: Email deliverability

About the Author: Sharon

Sharon Ernst from is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

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