It’s inevitable. Even if you’re consistently promoting great content, some customers will want to unsubscribe. The trick to soften the blow is to provide an option for subscribers to set their own preferences in terms of how often they hear from your brand or what type of content they receive.
Enter email preference centers. An email preference center allows customers to choose email frequency and content topics that better suit their preferences OR completely unsubscribe. It is instrumental in limiting the number of opt-outs by letting customers segment themselves for you.
But how do you create a preference center that works and is actually used by your customers? Below are 5 best practices many of our clients have used to build next generation preference centers that keep their email subscribers happy.