What is a preference center and why is it best practice?

A preference center is a webpage where subscribers manage their email preferences: communication types they want, frequency settings, and personal information. It provides granular control beyond simple subscribe/unsubscribe.

Preference centers are best practice because they reduce unsubscribes by offering alternatives. A subscriber wanting fewer emails can adjust frequency rather than fully opting out. Someone uninterested in promotions can keep transactional messages.

Good preference centers are easy to access (linked in every email), simple to use, and genuinely functional. Preferences must actually affect what subscribers receive. A preference center that is ignored or difficult to use is worse than none.