Preference Center
A self-service page where subscribers manage their email preferences including frequency and content types.
Definition
A preference center lets subscribers control their email experience—choosing topics of interest, preferred sending frequency, and communication channels. It's an alternative to the all-or-nothing unsubscribe.
Well-designed preference centers reduce unsubscribes by giving subscribers control while providing valuable zero-party data.
Why It Matters
Not everyone who unsubscribes wants zero emails—many just want fewer or different content. Preference centers save these subscribers while respecting their wishes.
The data collected also enables more relevant segmentation and personalization.
Examples in Practice
A media company's preference center lets subscribers choose: daily digest vs. breaking news only, which topic categories they want, and email vs. push notification preferences. Unsubscribes drop 45%.
An e-commerce brand offers frequency options (weekly deals, monthly newsletter, or product launches only) and captures style preferences for better product recommendations.