Preference center: let people choose what they get

How it works

The page is usually linked from the email footer, next to or behind the unsubscribe link. It shows a few choices, each mapped to something the sender's audiences already use: a list, a tag or a field. Turning off "Promotions" removes the person from promotional sends and leaves the newsletter alone.

The rules set the edges:

• Stop-all stays. US law lets you offer a menu of message types, as long as it includes the option to stop all marketing email.
• One-click unsubscribe still comes first. Google says list-by-list choices can be offered but shouldn't replace one-click unsubscribe. Yahoo allows the visible unsubscribe link to lead to a preference page.

Why it matters

• Some people want less, not none. A choice keeps a reader who would otherwise leave.
• It only works if sending respects it. A preference that doesn't change who gets which email breaks a promise in front of the reader.
• It's data. What people turn off tells you which emails they value.

How Mimeo handles it

Mimeo's own unsubscribe page can carry a second tab, Manage my subscriptions, turned on under Settings → General → Unsubscribe Flows (subscription preferences). Unsubscribe from everything stays as its own tab. Each toggle has a label, an On when condition on tags or custom fields, and actions for turning on and off: add or remove a tag, set or clear a field.

Preferences never suppress anyone. They change tags and fields, so you wire each one into your sending rules: a segment for the audience, and a send-time guard for mail already queued. Mimeo doesn't add those for you. The one-click unsubscribe from the inbox is always global.

To build a preference page of your own, your backend sends an event with tags and remove_tags to change preferences without unsubscribing the person (selective preferences). See Mimeo terms for unsubscribes in Mimeo's own words.