As the busy online shopping season approaches, savvy marketers are toiling to develop e-mail campaigns that are timely and relevant. Key to relevance is a solid, robust preference center program.
Preferences allow you to personalize communications for the specific needs of your customers. Using preferences as a key component of your e-mail campaigns will move your e-mail program from the old, marketer-centric system to the more effective customer-centric approach, yielding greater results over the long term.
The preference page should consist of two components: administrative and content options. On the administrative side, marketers often include: 
A clear and easy way to unsubscribe (or subscribe) from all mailings;
Password change (if appropriate) ;
E-mail change of address.
On the content side, you need to figure out how much control you can give recipients without offering an unmanageable number of preferences.
The No. 1 mistake marketers ma