Preference center

A preference center is a page on a website that provides recipients options to select what type and frequency of notifications and messages they wish to receive from a brand. Some companies also add links to their preference centers in the email’s footer to make it easily accessible for subscribers. These selected notifications enable recipients to avoid a constant stream of spam emails.

Brands using preference centers mitigate the risk of getting blocklisted as subscribers receive only important emails, creating a less intrusive experience for consumers. These centers also reduce the unsubscribe rate, as users get to choose as per their preferences.