What’s the difference between topic-based and frequency-based preferences?
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When a subscriber hits your preference center, they're really asking two different questions. One is "what do you want to hear about?" The other is "how often do you want to hear from us?" Topic-based and frequency-based preferences each answer one of those questions.
Topic-based preferences let subscribers choose the type of content they receive. Newsletters, promotional offers, product updates, event invites, educational content. A subscriber who only cares about product news can opt out of promotions entirely. They stay on your list, they stay engaged, and you stop annoying them with emails they'll never open.
Frequency-based preferences control how often emails land in the inbox. Daily, weekly, monthly, or "only when something important happens." This is the classic fix for email fatigue. A subscriber who loves your brand but hates being emailed every day has a frequency problem, not a content problem. Give them a weekly digest option and you've probably saved the relationship.
The two work together. Someone might want promotional emails but only once a month. Another subscriber might want daily product tips but nothing promotional. A well-built preference center offers both dials.
Most senders who see rising unsubscribe rates are missing at least one of these. Subscribers don't always want to leave. They just want a little less, or a little more of the right thing. (Giving them that option is much cheaper than re-acquiring them after they leave.)
If you're not sure whether your current preference options are doing the job, talk to someone at Review My Emails about auditing your preference center setup.
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