Syd Jones of IBM emphasized this morning in the International session the need for global email programs to use a Preference Center. In addition to giving some control over the messaging, content and
cadence to subscribers (and converting unsubscribe requests to active subscribers), a global program also needs to consider language. Syd talked about types of content that may be preferred in
English (e.g.: technical specs) and other types of messages that are usually preferred in the local language (e.g.: marketing promotions). Giving subscribers a choice is key to improving response.