Imagine if your subscribers could choose exactly which content they want to receive from you.

Well, now they can! 🎉

With subscriber preferences, you’ll be able to create topics of interest that your subscribers can choose to opt in or out of.

Topics of interest are directly related to Tags.

When a subscriber chooses a topic, the Tag associated with the topic will be added to them. If a subscriber deselects a topic, that Tag will be removed from their profile automatically.

You can create and manage topics of interest by clicking Grow > Subscribers from the top navigation.

At the right sidebar of the Subscribers page, click the Manage Subscriber Preferences button:

After clicking Manage Subscriber Preferences, you’ll see the option to manage and create your topics of interest:

To create a topic of interest, give it a title and create or select a Tag from the dropdown list. For example, here we’ve titled the topic "Mindfulness" and mapped it to an existing Tag called "Interest: Mindfulness":

Once you hit Save, your topics of interest will look like this:

To edit an existing topic, click on the pencil icon to the right of the topic name:

At this point, you’ll see that you can change the topic’s title:

The Tag cannot be changed at this point. To change the Tag, you'll need to delete the topic and create a new one.

If you no longer want to use a topic of interest, click the trash can icon to the right of the topic's name:

Click Delete in the popup that appears to confirm the deletion.

The topic of interest will be deleted, but not its associated Tag. You'll have to delete the Tag separately if you want it deleted.

Once you’ve added topics of interest, your subscribers will be able to add or remove interests by clicking the Update your profile (or Preferences) link in the footer of your emails:

When the subscriber clicks the Update your profile link, they’ll be taken to a page that looks like this:

Here, they’ll see your topics of interest as a series of checkboxes. Subscribers can then check or uncheck the boxes based on their preferences, and then click Update profile to submit their choices.

When subscribers click the Unsubscribe link in the footer of your emails, they will also have the option to manage their subscription preferences.

Likewise, subscribers will be able to check or uncheck the topics of interest boxes based on the emails they'd like to continue receiving, then click Update preferences to save their choices.

This way, they may think: "Hey, I don't have to completely unsubscribe after all! I can just opt out of receiving emails on certain topics."

And as a result, you'll have just avoided losing a subscriber. Phew!

The main difference is that your subscribers now have control over their preferences. This feature also makes things easier for you, because you don’t have to manually create an internal survey using Tags and Link Triggers.

Since each topic of interest is related to a Tag, you can send your subscribers a Broadcast, filtering the recipients by the relevant Tag. Read this article to learn how to do this.

If your current Tags are connected to Visual Automations or Rules, you may want to create new Tags for your topics of interest. Otherwise, they may trigger actions for your subscribers if it's also used in a Visual Automation or Rule.

No. Each topic of interest can map to only one Tag.

This will not delete the Tag from your account, nor will the subscriber get removed from it. Instead, the topic of interest will simply not show up when the subscriber visits the Preferences page.

If you delete a Tag entirely from your account, the topic of interest will be deleted. The Tag will also be removed from any subscribers’ profiles.

—

Want to customize your emails' Unsubscribe or Preferences text? We’ve got you covered in this article. 👇

How to customize your unsubscribe text