Alice in Preferenceland: Down the Rabbit Hole

At first glance, a conversation about an email preference center seems simple and straightforward: what are the preferences a subscriber should see? But all too often, hidden complexities emerge—how many preferences should there be? Should we offer an opt down option? What about changing email addresses and names and zipcodes? What about gathering their interests? What about different groups that have different segments in each group? And after all of that—how do we actually enforce and honor those preferences? The longer the conversation goes, it just gets “curiouser and curiouser.”