Should preference centers still be used with one-click unsubscribe?
Summary
What email marketers say11Marketer opinions
Email marketer from Litmus notes that using a preference center alongside one-click unsubscribe can drive higher engagement. The preference center offers options to choose frequency, type of content, and more, that enhances customer retention.
Email marketer from ActiveCampaign explains that email preference centers enable subscribers to select the types of emails they receive (e.g., newsletters, promotions), reducing the chance of unsubscribes. Targeted emails lead to better engagement and fewer spam complaints.
Email marketer from Twitter explains that preference centers are still useful in allowing the subscriber to specify what type of email they want to receive. It allows people to remain subscribed for the emails they like.
Email marketer from Email Geeks advises against auto-unsubscribing users without confirmation, suggesting a confirmation page with a re-subscribe option or preference center. They emphasize avoiding single-link opt-outs to prevent accidental unsubscriptions and recommend a "Are you sure?" confirmation page.
Email marketer from SuperOffice states that an email preference center enables customers to specify the type of content they wish to receive, such as newsletters or product updates. This focused approach can increase engagement.
Email marketer from Stack Overflow answers that preference centers are beneficial because they allow users to choose the frequency and type of emails they receive, improving user experience and potentially retaining subscribers who might otherwise unsubscribe completely.
Email marketer from Email Geeks shares that preference centers are good if they have a "unsubscribe from all" button.
Email marketer from Email Geeks mentions Nielsen Norman Group (NNG) reporting on email usability. NNG states that users expect a confirmation step 'are you sure?' when taking an important action.
Email marketer from Neil Patel shares that using preference centers is an intelligent way to retain subscribers. Offering choices (like frequency or content types) allows them to customize their experience and reduces the likelihood of complete unsubscribes.
Email marketer from Reddit says preference centers let you have different categories of emails to subscribe to, allowing for greater control over what the user receives, and improving list health. Providing choices rather than just an on/off switch.
Email marketer from Email Uplers explains that preference centers help in reducing unsubscribe rates by allowing subscribers to customize their email preferences rather than opting out entirely. This leads to better engagement and segmentation.
What the experts say5Expert opinions
Expert from Word to the Wise explains that even with one-click unsubscribe, preference centers are still valuable. One-click unsubscribe is about compliance, while preference centers are about offering subscribers more control over what they receive, which can improve engagement and reduce overall unsubscribes.
Expert from Spam Resource shares that List-Unsubscribe and preference centers are complementary and don't do the same thing. List-unsubscribe provides a mechanism for fast removal while preference centers provide options for more granular control over subscriptions.
Expert from Email Geeks explains that preference centers are still a valuable asset for email marketers.
Expert from Email Geeks links to an article explaining correct one-click unsubscribe implementation and discusses good and bad unsubscribe methods.
Expert from Email Geeks challenges the idea of general user expectation for confirmation steps in one-click unsubscribe processes, suggesting users are variable. They advocate for a confirmation step in interactive webpage implementations to prevent bot-driven false positives.
What the documentation says5Technical articles
Documentation from Email on Acid states that the preference center is a way to allow subscribers to make choices about what kind of mail they want. This approach can lead to increased engagement.
Documentation from SparkPost explains that preference centers, alongside one-click unsubscribe, enhance user control over their subscriptions. They provide options for adjusting email frequency or content types, which can lead to increased engagement and better list hygiene.
Documentation from Sendinblue explains that preference centers are valuable for maintaining a healthy email list and improving sender reputation. By giving subscribers control over their preferences, it helps reduce the likelihood of them marking emails as spam.
Documentation from Mailjet shares that implementing a preference center offers subscribers a choice to downgrade their subscription instead of unsubscribing. This provides an opportunity to retain customers by offering alternative communication preferences.
Documentation from IETF explains one-click unsubscribe, noting it's a technical standard, and doesn't preclude or replace preference centers which offer wider options. One-click handles the technical opt-out; preference centers manage choices.