Preference Center
01 Definition
Preference Center meaning: A page where subscribers choose which emails they receive and how often.
A preference center lets subscribers manage their own settings, such as email topics, frequency, and formats, instead of only unsubscribing. It gives people a middle option between all mail and none. Offering it can reduce full opt-outs, but it must still allow a clear unsubscribe.
Also called
Why it matters
How Preference Center fits the work
Letting people dial down rather than leave keeps more subscribers on the list and gives you clearer signals about what they actually want.
In context
Instead of leaving, a subscriber used the preference center to switch from daily to weekly emails and turned off promotional offers.
Practical note
Do not hide the unsubscribe option behind the preference center; laws generally require a simple, direct way to opt out of all mail.