Email Applied: How to Implement an Email Preference Center

As a side note, never offer a one-click unsubscribe. This refers to a situation where the opt-out link in an email is clicked and the reader is immediately unsubscribed. In many cases, the recipient may have been looking for a way to modify their preferences. Instead, direct them to your preference center. You still want to make it easy to opt out, but don't throw away the chance to save a relationship.