What options should a preference center offer? (e.g., frequency, content types)

An effective preference center should offer options that meaningfully match your email program structure. Start with content type selections that reflect the distinct email streams you actually send: newsletters, promotional offers, product updates, educational content, event invitations, account notifications. Don't create artificial distinctions that don't correspond to real sending behaviors. If uyou only send one type of email, offering fake category choices creates confusion and false expectations.

Frequency options are valuable when your sending cadence allows flexibility. Offer choices like daily, weekly, or monthly digests if you can actually deliver on those alternatives. A "pause" or "snooze" option-temporarily stopping emails for a defined period-can save subscribers who are experiencing inbox fatigue but might want to resume later. Be honest about what frequency options mean: if selecting "weekly" results in more frequent emails when you have "important announcements," that erodes trust. Only offer frequencies you'll genuinely honor.

Additional options to consider include: topic or interest selections (what subjects they care about), format preferences (HTML vs. plain text, though this is increasingly rare), channel preferences (email vs. SMS vs. push notifications if you use multiple channels), and profile updates (email address, name, other relevant data). You might also include privacy-related options like viewing consent history, downloading personal data, or requesting account deletion to support GDPR and similar requirements. Offer options that reflect real choices-every preference you list should correspond to a distinct experience you can deliver.