The Preference Center lets subscribers choose which email types they want – newsletters, promotions, or updates – instead of unsubscribing completely. Use it to reduce churn and give subscribers control over their inbox.
Before You Begin
The Preference Center is available on all Omnisend plans.
The preference link can be embedded in text, buttons, or link fields in promotional emails only. It cannot be added to transactional emails (Order Confirmation, Shipping Confirmation, etc.).
⚠️ Design limitation: You cannot customize the Preference Center's colors, fonts, or layout. You can add fields and translate text, but the page cannot be hosted on your domain.
Why Use a Preference Center?
Preference Center vs. Unsubscribe Page
Feature | Preference Center | Unsubscribe Page |
Purpose | Let subscribers choose which emails they want | Remove subscriber from all marketing emails |
Use case | Reduce churn; offer granular control | Required by law (CAN-SPAM, GDPR) |
Example | "Unsubscribe from newsletters, keep promotions" | "Unsubscribe from everything" |
Best practice: Include both links in your email footer. Subscribers who want fewer emails can adjust preferences instead of leaving entirely.
💬 Learn more about the Unsubscribe Page.
Set Up Preference Management Page
Step 1: Open Preference Center Editor
Go to Store Settings → Preference management.
Step 2: Review Default Fields
The Preference Center includes default fields:
Email address
Subscription status toggle
You can add custom fields to collect preferences like email frequency, product categories, or content topics.
Step 3: Add Additional Fields
Click Add new field and select one of the fields that sync directly to the Contact profile:
Phone number: Select a Default country. The selected country’s code and flag will appear automatically for Contacts who do not have a phone number saved. If a Contact already has a phone number, Omnisend keeps the existing number. To remove the default, select No default country.
First name
Last name
Birthdate
Country
City
Gender
Email open tracking: For more information, see Set Up Contact-Level Email Open Tracking Consent.
Once you add additional fields, you can adjust each field's label, placeholder text, and whether it's required.
Step 4: Add a Custom Property
Use a Custom property when the information you want to collect is not available as a standard field.
Click Add new field.
Select Custom property.
Enter a Property name. Property names can contain only Latin characters, numbers, and underscores (
_). Do not use spaces. Names can contain up to 128 characters and are case-sensitive.Select a Field type:
Text input
Number input
Date input
Dropdown input
Radio input
Checkbox input
If you select Dropdown input, Radio input, or Checkbox input, add choices by clicking Add value.
💡 Tip: The property will appear in Audience → Segments → Custom Properties for segmentation.
Step 5: Save Preference Center
Once you've added all fields, click Update & Save. Your Preference Center is ready. Next, add the link to your emails.
Note: Preference Center and unsubscribe link clicks are not attributed to the click count of the email.
Add Preference Center Link to Emails
Option 1: Use Default Footer Link
The Preference Center link is automatically added to your email footer. You can keep it or remove it if not needed.
Option 2: Add Link with Personalization Menu
To add the link anywhere in your email (text, button, or custom block):
Click the personalization icon {...} next to any link field in your email editor.
Select the Preference center link.
The tag
[[preference_link]]is inserted and will render as a clickable link.
💡 Quick tip: You can also type [[preference_link]] directly in text or buttons.
Note: Preference Center and unsubscribe link clicks are not attributed to the click count of the email.
Segment Contacts Based on Preferences
After subscribers update their preferences, use those selections to send targeted campaigns.
Create a Segment
Go to Audience → Segments → Create segment → Create from scratch.
Click Add filter → Custom Properties.
Select your property (e.g.,
Email_Frequency).Set the condition (e.g., equals "Weekly").
Click Save segment.
Now you can use this segment when scheduling Email Campaigns or Automation Workflows to send only relevant content.
💬 Learn more about Creating Segments.
Use Cases
Use Case 1: Reduce Unsubscribes with Granular Opt-Outs
Give subscribers the option to unsubscribe from specific email types (e.g., newsletters only) instead of losing them completely.
Setup:
Add a Custom property and select Checkbox input as the field type. Use a label such as “Which emails do you want to receive?”
Choices: Newsletters, Promotions, Product Updates
Add both the Preference Center link and the unsubscribe link to your footer
Subscribers who want to stop receiving newsletters can opt out while staying subscribed to promotions.
Use Case 2: Ask How Frequently Subscribers Want to Hear from You
Collect frequency preferences to avoid inbox fatigue.
Setup:
Add a Custom property named
Email_Frequencyand select Dropdown input as the field type.Choices: "Weekly," "Twice a month," "Once a month."
Create segments for each frequency.
Schedule campaigns to each segment accordingly.
Use Case 3: Collect Topic Preferences for Personalized Content
Let subscribers choose which product categories or content topics they're interested in.
Setup:
Add a Custom property and select Checkbox input as the field type. Use a label such as “What topics interest you?”
Choices: Skincare, Supplements, Healthy Food, Fitness
Segment contacts by selected topics
Send targeted campaigns to each segment
Subscribers receive only content relevant to their interests, improving engagement and reducing unsubscribes.
FAQ
Can I customize the design of my Preference Center?
You can add additional fields and Custom properties, translate text, and change wording, but you cannot modify colors, fonts, or layout.
What's the difference between the Preference Center and the unsubscribe page?
The Preference Center lets subscribers choose which types of emails they want to receive. The unsubscribe page removes the subscriber from all marketing emails. Use the Preference Center to give subscribers control and reduce complete unsubscribes.
Where do I find the Preference Center link to add to my emails?
The Preference Center link is automatically added to your email footer by default. To add it elsewhere, click the personalization icon {...} next to any link field in your email editor and select Preference center link. You can also use the tag [[preference_link]] directly in text or buttons.
How do I create a dropdown for email frequency or content topics?
Click Add new field and select Custom property. Enter a property name, then select Dropdown input as the field type. Add the choices you want contacts to select, then click Update & Save. The selected values are saved to the Contact profile and can be used for segmentation.
How do I segment contacts based on their Preference Center selections?
Go to Audience → Segments → Create Segment. Add a filter and select Custom Properties, then choose the property you created in the Preference Center (e.g., Email_Frequency). Set the condition (e.g., equals "Weekly") and save. Use this segment when scheduling campaigns to send targeted content.
Why does my custom property field turn red when I try to name it?
Custom property names must follow these rules: only Latin characters, numbers, and underscores (_); no spaces; max 128 characters; case-sensitive. For example, use Email_Frequency instead of Email Frequency.
Can I use the Preference Center to reduce unsubscribes?
Yes. By offering subscribers the option to choose specific email types (e.g., unsubscribe from newsletters but stay subscribed to promotions), you give them control instead of losing them completely. Include both the Preference Center link and the unsubscribe link in your email footer.
Note: Preference Center and unsubscribe link clicks are not attributed to the click count of the email.
How does the Phone number field work on the Preference management page?
When you add Phone number from the Add new field menu, you can configure its label, placeholder, Opt-in text, Default country, TCPA consent text, and whether the field is required.
The Default country determines which country code and flag appear automatically for contacts who do not have a saved phone number. If a contact already has a phone number, their existing number remains unchanged.
You can set one default country. The setting does not restrict the countries available in the dropdown. To remove it, select No default country.
Have more questions? Reach out to our Support Team via in-app chat or at [email protected].