Before They Unsubscribe: Use Preference Centers to Keep Customers – and Their Trust

Inbox fatigue is real.

Even your most loyal customers can feel overwhelmed when messages miss the mark leading them straight to the unsubscribe button. For brands, that’s a silent churn point. One click, and your connection is cut.

The Smarter Way to Prevent Unsubscribes

But there’s a better way: preference centers. By giving customers control over what they receive and how often, you reduce opt-outs and build trust that lasts.

Not sure what a well-designed preference center looks like? Check out this short video for a walk-through of how to set one up in Braze and start putting customer choice at the center of your strategy.

Why Giving Customers Control Matters

Real connections start with giving customers control. A preference center puts that choice front and center, showing that you respect your customer’s attention and time. In return, you earn lasting trust and continued engagement.

Here’s why it works:

• Reduces churn: People can adjust how they engage, instead of opting out completely.

• Improves data quality: Preference insights help refine targeting and compliance.

• Boosts performance: More relevant messages drive higher engagement and conversion.

• Builds brand trust: Transparency reinforces your reputation as a thoughtful communicator.

The results? Fewer unsubscribes, stronger engagement, and more trust.

Making Preference Centers Part of Your Marketing Strategy

Beyond improving customer experience, preference centers also strengthen your overall marketing operations. They support compliance, help you manage subscription data more effectively, and give you visibility into what customers actually want to hear about.

When combined with segmentation and personalization capabilities, they create a feedback loop that informs smarter targeting and content planning. You’re not just retaining more subscribers, you’re learning from them.

The Takeaway

Reducing unsubscribes isn’t about sending less, it’s about sending smarter. A well-designed preference center demonstrates respect for your audience’s choices and helps maintain meaningful engagement over time.

Because when customers feel in control, they don’t just stay subscribed, they stay loyal.

Want to Learn More?

If you found this helpful and want more insights on creating smarter, more customer-centric marketing strategies, visit us at covalentmarketing.com or drop us a note here, we’d love to connect.