Plan availability
Interests are available on the Growth plan and above.
Why this matters
A preference center lets your subscribers choose the kinds of content they want to receive instead of unsubscribing entirely. You set this up by creating interests on your list. When an interest is public, subscribers can turn it on or off from the preference center (reached through the manage/unsubscribe link in your emails). The result is fewer unsubscribes, more relevant content, and useful insight into what your audience cares about.
Before you start
Decide which interests you want to offer (for example, "Recipes", "Events", "Promotions"). Keep the categories broad but meaningful.
Creating interests
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In the left menu, go to Audience ▸ Contacts and choose your list.
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Click the gear icon in the top-right corner. This opens Manage lists and attributes.
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Open the Interests tab.
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Click + New interest.
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Enter the interest's Name, set its Visibility to Public so subscribers can see it, and set a Display Name (what subscribers will see). Save.
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Repeat for each interest you want to offer.
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Click Preview to see how your preference center looks.
Public vs private interests
- Public: visible to subscribers in the preference center. They can opt in or out of each one. Example: Recipes, Events, Promotions.
- Private: hidden from subscribers, used only for your own internal segmentation and targeting.
Letting subscribers reach their preferences
Subscribers open the preference center through the manage/unsubscribe link in your campaigns. You can edit that link's text to invite them to manage their preferences rather than only unsubscribe. From there, they can toggle the public interests on or off.
Troubleshooting
Interests don't appear in the preference center
- Make sure the interest's Visibility is set to Public.
- Confirm the manage/unsubscribe link is included in your emails.
- Open the preference center link directly to test it.
I don't see the Interests tab or option
- Interests require a Growth plan or above.
Related articles
- Creating a form - Offer interests at sign-up
- Including an unsubscribe link - Link to the preference center
- Customizing subscription redirection pages - Brand the pages
- Creating a segment - Segment by interest