Preference center
A page where subscribers choose which lists, topics or frequency they receive from a sender, alongside the option to stop all mail.
What it means
M3AAWG's sender practices describe preference centers as part of good unsubscribe handling. When a subscriber reaches one, the unsubscribe option should be pre-checked for the lists they are on; new subscription offers should appear unchecked; and recipients must be able to unsubscribe from a list without logging in or passing a security challenge, even if managing other preferences needs a login.
CAN-SPAM allows a menu of choices, but it must include an option to stop all commercial messages from the sender. Yahoo allows the visible unsubscribe link in the body to lead to a preference page.
A preference center can keep a subscriber who only wanted less mail, but it should never slow down someone who wants none.
Related terms
On this site
Sources
What this definition rests on. The wording is ours; the facts are theirs.
All 432 terms in the glossaryThe wiki: blocklists and bounce codes