Jimmy KimCEO & Founder, Commerce Roundtable · Marketer of 17+ Years, 4x Founder. Former DTC/Retailer & SaaS Founder. Newsletter. Host of ASOM & Send it! Podcast. DTC Event: Commerce Roundtable

Why Email Preference Centers Matter More Than Ever

19 Dec 2025 · 1 min

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0:35

In this brief segment of the video, Jimmy Kim and a co‑speaker discuss the problem of email overload—illustrated by a brand sending 23 emails in a single month—and how it can push engaged subscribers toward frustration or unsubscribing. They argue that brands should adopt email preference centers as a strategic tool, allowing recipients to lower frequency or select specific content types (e.g., weekly digests, sale alerts). By giving subscribers control over their inbox experience, brands can retain engagement, reduce unsubscribe rates, and tailor communication paths to individual preferences.

Even if someone engaged with your brand, when they're seeing 23 emails this month next to your name, they may think, wow, that seems like a lot, even though I've been happy with— what do you think about that?
Yeah, I think that's a good point. I think that's true. And I think that's why your brand should be thinking about preference centers way more strategically now. Give people the option to reduce frequency before they hit that unsubscribe button. For example, hey, the 23 emails that Jimmy mentioned, right? That seems like a lot. You might want to have something like, this seems like too much, get our weekly digest instead. Or maybe you just want the sale announcements or whatever it might be. Let people pick kind of their path.
Centers. I love a good approach because it gives people control.