Subscriber preference centers

A subscriber preference center allows your email recipients to change their own subscription details. This might mean updating just their name or email address, but you can also set it up so subscribers can edit any custom field information you have stored for them.

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Customizing the subscriber preference center

In this section we'll show you how to modify the look and feel of the preference center page for a client. Here is an example that uses a custom header image:

You can also format the background color, write a custom welcome message and optionally change the display language, as shown here:

To get to this page, open Client Settings and click Preference Center in the right sidebar.

When you have made your customizations click Save changes. To view the changes, click Preview in the right sidebar.

If the client has multiple subscriber lists you will see a drop-down menu at the top of the preview page to toggle your view between Preference Centers for each list:

Note: If you have multiple lists and want to set up a preference center for each one, your page customizations will be used across the board. For example, the same header image and welcome message. However, the fields displayed are unique to each list, as explained in the following section.

Setting up fields for the preference center

You can set up a preference center with nothing more than an email address field for subscribers to update, or you might have multiple fields you want people to see and edit. 

To control which fields are displayed and which are not, go to Lists & Subscribers and open the relevant subscriber list. Then click Custom fields in the right sidebar to open the "Manage custom fields" page.

At the top of the page you can create new custom fields and below that are your existing fields. Next to each one is a checkbox option to make the field visible, as shown here:

When you tick Visible, a second checkbox appears labeled Required. Ticking this makes the field mandatory which means the subscriber will not be able to save their preferences until they have completed the field.

You can also change the display order of fields by clicking the drag handle to move them up or down, as shown here:

The order you put them in here is how they will be displayed on the subscriber preference form, which is instantly updated for you.

Make it easy for email recipients to access the preference center by including a link to it in every email campaign. Just add the following tags to your email content:

HTML emails - <preferences>this will be a link</preferences>

Plain text emails - [preferences]

When we send your campaign, we'll convert this into a personalized link for each of your subscribers.

Benefits of using a subscriber preference center

Providing access to this form makes it easy for subscribers to modify how you interact with them, instead of choosing the option to unsubscribe completely. When someone is thinking about unsubscribing, it could be for a number of reasons. For example:

  • I wish they wouldn't send me email on this topic.
  • I have a new email address for these emails to go to.
  • I wish they'd send me less emails.
  • What am I actually signed up for?

Allowing subscribers to edit their preferences – for example, by controlling the frequency of emails and the topics they are emailed about – can help to keep them on your list. And giving people access to update their details is a great way to reduce email churn, meaning the number of emails in your list that become inactive.

On average, 15-25% of all valid email addresses are discarded each year as people move to a different ISP, change jobs or otherwise acquire a new address.