Airship Preference Centre gives marketers new tools for consumer opt-in choices

Apple’s newly introduced iOS 15 gives consumers greater control over how, when and where notifications arrive on their phone. If these new features are broadly adopted, current practices for notifications may not light up smartphone screens to immediately alert users. Since most iPhones will soon be running on iOS 15, it’s imperative that brands optimise their mobile engagement strategies to better serve their valuable app audiences with individualised preferences and exceptional, real-time experiences.

In order to accelerate brands’ efforts, customer engagement company Airship has launched Airship Preference Centre — a marketer-friendly preference centre that makes it simple to create, manage and optimise customers’ opt-in choices without ongoing developer support or requisite app updates for the App Store or Google Play.

In addition to Airship Preference Centre, the company’s day-one support for iOS 15 allows marketers to specify interruption levels for notifications — Passive, Active, Time Sensitive, or Critical — which iOS 15 uses to determine how they will be delivered.

For example, a notification can be set to break through a ‘Focus’ mode to immediately alert a user, or it can be selected to arrive with an audible alert or not. Marketers can also use Airship to set relevance scores for notifications and to add rich media, which alongside user behaviour, sets the order and prominence of a brand’s messages within the user-scheduled Notifications Summary.

Airship Preference Centre is integrated within Airship’s SaaS Customer Engagement Platform, enabling marketers to guide customers to their preference centre through contextually triggered in-app messages or any number of cross-channel journeys for onboarding, loyalty enrolment, new subscription content and more.

Airship’s easy-to-use composer enables marketers to quickly create multiple subscription lists spanning popular interests, topics, or types of messages without the need for developer support.

For example, marketing messages like sales events and flash deals, or transactional messages like monthly statements or delivery/click and collect alerts, provide a range of urgency and convenience that expands consumer choice and improves long term opt-in retention as customers get what they want on each mobile channel.

Marketers can automate combining opt-in selections with customers’ real-time mobile behaviours for hyper-personalised messaging. It’s also easy to track list opt-ins or review in-depth Performance Analytics reports to continually fine-tune and enhance options offered to customers.

Mobile apps have been a lifeline for both businesses and consumers throughout the pandemic, offering faster purchasing, richer content and streamlined conveniences like click and collect. However, new user-centric notification controls mean marketers must be much clearer and more precise in the preference choices offered to customers to ensure the communications they receive are relevant and valued.

Brett Caine, CEO and president, Airship