HMBT #298: Your Preference Center is a Closet

In this episode, I sat down with Tricia Babischkin, a true expert in email strategy, to talk about how to stop wasting time with broad, generic email campaigns and start getting serious about segmentation, deliverability, and using data that actually means something. We cut through the fluff and got real about what makes email marketing work today, treating people like people, not just entries on a list. We talked about how most businesses are still too focused on vanity metrics and not nearly focused enough on behavior, engagement, and actual value. It’s not just about sending more email. It’s about sending better email to the right people. ✅ Top 5 Takeaways Stop Sending to EveryoneTreating your entire list the same is lazy. Segment by behavior, lifecycle stage, or value. If someone hasn’t opened in a year, stop pretending they’re engaged. Use Real Data, Not What People SayForget preference centers. What people do (clicks, purchases, site behavior) is far more reliable than what they saythey want. Build profiles from real actions. Deliverability Isn’t Just a Tech ProblemIt’s not just about SPF or DKIM. If your content sucks or you’re blasting disengaged users, your inbox placement suffers. Good strategy = better inboxing. Personalization Is AnticipationIt’s not “Hi, [First Name]”, it’s knowing what I need before I realize it. Use behavior and purchase patterns to anticipate what someone wants next. Respect Your Non-Email PeopleSome subscribers just don’t want emails. That’s fine. Reach them through SMS, paid ads, or DMs. Email isn’t the only channel, and for some, it’s not even the best one. Final Thoughts If you want better results, you need better strategy. That starts with listening to your data and building campaigns that respect your audience. And if you want a real strategy session, Tricia’s offering an hour of free consulting. Seriously, take her up on it. Get a FREE hour of consulting here Connect with Tricia on Linkedin. Get 5,000 free Kickbox credits with the code HMBT https://www.youtube.com/watch?v=cbKnSJIb_Jc Audio: