While the definitions of “compliance” and “preference” are pretty clear cut, the email marketing world has often interchanged these terms in efforts to build member engagement and improve campaign performance. The goal of an EPC (Email Preference Center) is rooted in maintaining compliance and adhering to CAN-SPAM laws. With more emphasis now placed on creating personalized digital experiences and user journeys, the lines are getting blurry around what you need to provide and offer to maintain compliance, and what you want to collect to personalize communications. We’re discussing the mechanics behind a Communications or Content Preferences Center, how it differs from the traditional EPC and what associations should plan for in the future.
