Email Applied: How to Implement an Email Preference Center

Complex Preference Centers
These are for marketers who are prepared to use advanced techniques such as dynamic personalization and triggered messaging. You allow subscribers the ultimate control in defining their interest in your product or service.

A great example of this comes from Scotts Miracle-Gro, the lawn care company. Scotts allows its email recipients to update and edit their registration information, grass type, subscriptions, registered products, interests and experience, supply list, and soil test results. It makes its preference center easily accessible in multiple ways. Users can edit displayed information or use tabbed navigation to make changes to their personal information. Scotts "delivers on the promise." Its emails are highly customized.