Build vs. Buy: Solving Preference Management in 2025 [Excerpt]

The following is an excerpt from our recently released guide, Build vs. Buy: Solving Preference Management in 2025. Find the full guide here.

Introduction

Managing consumer preferences has, historically, been a back burner concern for most marketing teams—driven more by requirements under laws like the CAN-SPAM Act and less by strategic intent.

Yet, as competition intensifies and consumers demand granular, transparent control over their data, companies can no longer afford to treat preference management as a check-the-box compliance exercise.

Effective preference management empowers and maximizes compliant customer outreach at scale, making it increasingly crucial to business success in the digital era.

Companies must go beyond mere compliance—focusing on building deep customer engagement, encouraging opt-downs over opt-outs, and giving consumers the granular control they crave.

This challenge has led many businesses to consider their options and ask the question: Is it better to build a preference management tool in-house or buy an off-the-shelf solution?

Like most things in life, the answer is: It depends. This guide will help you navigate this decision, offering:

• Key considerations for both build and buy
• The pros and cons of each
• A blueprint for working through the process at your organization

Whether you’re a startup building a strong preference management foundation or an established enterprise expanding existing revenue streams, this guide will give you the insight and strategies you need to make an informed decision. Let’s dive in.

Why is preference management important?

Preference management is more than just a customer service tool—it’s a strategic asset that can improve customer satisfaction, increase loyalty, and make direct-to-consumer marketing efforts (email, SMS, etc.) more efficient.

Ultimately, effective preference management helps your teams maximize compliant customer outreach and drive business growth.

Download the full guide for…

• A detailed comparison of the build vs. buy dilemma
• The pros and cons of each option
• A step-by-step process for both building and buying a solution
• 5 key traits of an effective preference management tool
• Essential questions to ask your team before making a decision