Should the preference center include an option to update email address?

Yes, including an email address update option in your preference center is generally a good practice. Subscribers change email addresses for many reasons-new jobs, switching providers, consolidating accounts, or simply wanting to route your emails to a different inbox. Without an easy update mechanism, these subscribers often disappear from your list (their old address bounces) or end up subscribed twice (they re-subscribe with the new address without unsubscribing the old one). A preference center update option keeps the relationship intact across address changes.

However, address changes require verification to prevent abuse. You can't simply let anyone change the email address on a subscription. That uwould allow malicious actors to hijack subscriptions or sign up addresses without consent. Best practice is to send a confirmation email to the new address that must be clicked to complete the change, similar to a double opt-in process. Until confirmed, the original address remains active. This verification step ensures the person making the change actually controls the new email address.

Consider the data management implications of address updates. When someone changes their email address, you need to decide whether to migrate their historical data (engagement history, preferences, purchase linkage) to the new address or start fresh. Most organizations migrate data to maintain continuity, but this should be documented in your privacy policy. Also ensure that the old address is properly suppressed to prevent sending to an address the subscriber has effectively abandoned. Address updates should be easy for subscribers who need them, verified to prevent misuse, and thoughtfully integrated into your data management practices.