# How to Build an Email Preference Centre That Reduces Unsubscribes
When a subscriber clicks that 'unsubscribe' link, it’s usually not because they hate your brand; it’s often because your content isn't relevant to them right now or you're emailing too often. An email preference centre gives your audience a 'middle ground' between hearing from you daily and never hearing from you again.
By offering choices, you respect your customers' time and inbox space, which builds long-term brand loyalty and keeps your Australian sender reputation high.
Prerequisites: What You’ll Need
- An Email Marketing Service (EMS) like Mailchimp, Klaviyo, or ActiveCampaign.
- A clear understanding of your content categories (e.g., Newsletters, Sales, Product Updates).
- Access to your website’s brand assets (logo, brand colours).
- A basic understanding of your customer segments.
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Step 1: Audit Your Current Email Content
Before building the page, you need to know what options to offer. Look at the types of emails you currently send. Are they monthly newsletters, weekly specials, or instant alerts? List these out. If you are a Brisbane-based retailer, you might have 'In-store Event Invites' and 'Online Flash Sales' as two distinct categories.Step 2: Define Your Frequency Options
One of the biggest reasons for unsubscribes is frequency. Your preference centre should allow users to choose how often they hear from you. Common options include:- As it happens (Instant)
- Weekly Digest
- Monthly Summary
- 'Snooze' all emails for 30 days (Great for holiday periods or when people are busy).
Step 3: Map Your Data Fields
In your email platform, you need to ensure you have 'Tags' or 'Custom Fields' that correspond to the choices in your preference centre. For example, if a user ticks 'Monthly Newsletter', your system needs to update a tag calledNewsletter_Monthly.
Screenshot Description: You should see a list of 'Audience Fields' or 'Tags' in your email provider's settings menu. Ensure each preference has a matching field name.
Step 4: Create the Preference Centre Landing Page
Most email platforms provide a default 'Update Profile' page. Navigate to your 'Forms' or 'Sign-up Forms' section. Select the 'Profile Update' or 'Preference Centre' builder. Pro Tip: Don't just use the default settings. Customise the design to match your website so the transition feels seamless for the user.Step 5: Write Empathetic Copy
Instead of a cold 'Update Preferences' header, try something more human. Use phrases like, "Tailor your inbox experience" or "Tell us what you’re interested in so we don’t clutter your day."Step 6: Add Interest-Based Segments
This is where you reduce unsubscribes through relevance. If you’re a local service business, let users pick topics. A real estate agency might offer:- Market Reports
- New Listings in [Suburb]
- Home Maintenance Tips
- Investor Updates
Step 7: Include the 'Snooze' Feature
If your platform allows it, add a 'Snooze' button. This is a powerful tool to prevent permanent unsubscribes. It allows a user to take a break for 30, 60, or 90 days. This is particularly useful during high-frequency periods like Black Friday or the lead-up to Christmas.Step 8: Ensure the 'Unsubscribe All' Option is Present
Under Australian SPAM laws (the Spam Act 2003), you must make it easy for people to opt-out entirely. While we want to keep them, hiding the 'Unsubscribe from all' button is illegal and will frustrate your customers. Place it clearly at the bottom of the form.Step 9: Configure the Redirect/Success Page
Once a user hits 'Save Preferences', where do they go? Don't just show a blank white screen with 'Success'. Redirect them back to a 'Thank You' page on your website that perhaps offers a small discount code or helpful resources. This reinforces that they made a good choice by staying subscribed.Step 10: Update Your Email Footers
Go into your master email template. Next to the 'Unsubscribe' link, add a link that says 'Manage Preferences'. Screenshot Description: In your email footer editor, you should see two distinct links. One linked to theStep 11: Test the Workflow
Send a test email to yourself. Click 'Manage Preferences', change your selections, and save. Go back into your email database and verify that your contact record has actually updated with the new tags or frequency settings.Step 12: Monitor and Optimise
Check your analytics after 30 days. Are people using the preference centre? If your unsubscribe rate is still high, you might need to make the 'Manage Preferences' link more prominent in your emails.---
💡 Pro Tips for Success
- Keep it Simple: Don't offer 20 different categories. 3 to 5 clear choices are usually enough to satisfy most users without causing 'decision fatigue'.
- Use Images: If you're a product-based business, use small icons or images to represent different categories (e.g., a 'Sale' tag icon for discounts).
- Show a Preview: Briefly describe what each option entails. For example: "Monthly Digest: A curated summary of our best blog posts, sent on the first Tuesday of every month."
⚠️ Common Mistakes to Avoid
- Ignoring Mobile Users: Ensure your preference centre is mobile-responsive. Most people check emails on their phones; if the form is too small to click, they will just hit 'Unsubscribe'.
- Too Many Fields: Don't ask for their birthday, phone number, and address on this page. Only ask for preferences. Every extra field increases the chance they'll give up.
- Broken Links: Forgetting to update the 'Update Profile' link in your automated 'Welcome' or 'Abandoned Cart' sequences.
🛠️ Troubleshooting
- "My changes aren't saving": Check that your form fields are correctly mapped to your audience attributes. If the field is 'hidden' in the backend, it might not update.
- "The page looks ugly": If your EMS builder is limited, consider building a custom page on your WordPress or Shopify site and using an API connection to sync the data.
- "I'm still getting high unsubscribes": Your content might be the issue, not the frequency. Review your open rates and click-through rates to see if your emails are providing actual value.
Next Steps
Now that you've built your preference centre, it's time to let your audience know! Consider sending a 'Re-engagement' campaign to your less active subscribers, inviting them to update their preferences so they only receive what they love.Need help setting up complex automation or custom preference centres for your Brisbane business? Contact the team at Local Marketing Group and we’ll help you keep your subscribers happy.