A preference centre is a page where a subscriber sets which messages and how often they want to receive them, or updates their details. It addresses the common situation where a person does not want to lose everything, only finds the frequency or topic bothersome – without this option, the only button left to them is to unsubscribe from everything. Offering less frequent messages or a narrower selection of topics saves part of the contacts who would otherwise leave for good. It is important that a simple option to unsubscribe completely in one step is also kept, because making unsubscribing difficult breaks the rules and leads to messages being marked as unsolicited, which damages deliverability for the whole database. A link to the preference centre belongs in the footer of every send.
See also: Unsubscribe and complaint rate, Email send frequency, Legal basis for email marketing.
