Audience · preference centre · partial unsubscribe
A hosted preference centre on your brand where subscribers update their own profile fields, choose the frequency they want, and opt out of one program without losing the rest. Every change flows into the contact record instantly. The retention play that turns full unsubscribes into partial ones, and the compliance play that gives subscribers control without burdening your support team.
Acme · Email Preferences
Hi Aisha — keep getting the right emails. Update your preferences below and we'll save the change immediately.
Programs
Frequency
The retention angle
Most marketing platforms treat the unsubscribe link as a one-way door. Mumara's preference centre offers three other doors — reduce frequency, narrow topics, edit profile — before the total opt-out is the only option left.
The admin side of the centre
Preference Centre Settings is where you decide what subscribers control. Toggle fields ON to make them editable in the centre — name, company, role, country, custom fields. Toggle OFF for fields you don't want subscribers changing themselves (email address is locked by default for security; you can lock others too). Then list the programmes subscribers can opt in or out of, and the frequency options they can pick from. Save once; every subscriber gets the centre you configured.
Each contact field has its own toggle. Standard fields and custom fields handled the same way. Some defaults are locked (email address, status) for security and audit-trail reasons.
Each programme appears in the centre with its default state. 'Default opt-in' means subscribers are subscribed unless they untick; 'Default opt-out' means they're not, unless they tick. Set per programme based on consent posture.
Pick which cadence chips the subscriber sees. Weekly / Monthly / Major-events-only is the typical menu; you can offer all of them or just a subset based on what your sending programme supports.
The Preview centre button shows you exactly what subscribers will see when they land on the page. No deploying-then-checking — preview first.
Three alternatives to 'unsubscribe from everything'
Total unsubscribe is the worst outcome — you lose the subscriber forever. The preference centre offers softer alternatives short of that, each of which keeps the relationship alive.
Less, not none
Subscriber feels overwhelmed by weekly emails. Without a preference centre, they hit unsubscribe. With one, they pick Monthly or Major-events-only — and you keep them in the audience, just at a lower cadence. Mumara honours the frequency choice automatically; campaigns include only the segment matching the chosen cadence.
Narrow, not nothing
Subscriber loves your weekly newsletter but doesn't care about promotional offers. Without a preference centre, they unsubscribe from all of it. With one, they uncheck Promotions and keep the Newsletter. The contact stays active on the lists they actually want — the platform-level unsubscribe per list scope makes this work.
Fix, not flee
Subscriber's role has changed (junior dev → engineering manager) and they're getting content meant for ICs. Without a preference centre, they unsubscribe. With one, they update the role field — and the platform's segmentation automatically routes them to the manager-tier content. Profile self-service prevents irrelevant-content unsubscribes.
Through the centre
What happens between a subscriber clicking the preferences link in your footer and the platform reflecting their new choices.
Step 1
Every email footer carries the preference-centre link tag (alongside the unsubscribe link). The link is pre-identified — clicking it opens the centre with the subscriber already authenticated; no login form.
Step 2
The centre loads with your brand chrome — logo, fonts, colours. Subscriber sees a page that feels like your site, not Mumara's. White-label-ready out of the box; deeper branding via the [White Labeling addon](/campaigns/addons/white-labeling/).
Step 3
Toggle program checkboxes. Pick a frequency. Update custom fields you marked editable. Maybe tick the "Unsubscribe from all" link at the bottom — but only if the centre didn't catch them earlier with a less-drastic option.
Step 4
One click. The platform records the change with a timestamp + IP, just like the original subscribe event. The audit trail covers every preference edit, not just the initial signup.
Step 5
Mumara reflects the changes instantly — segmentation queries reflect the new fields, the next scheduled send checks the new frequency and program subscriptions before adding the contact to its recipient list. No batch-update delay, no "wait 24 hours for sync".
Four ways the preference centre earns its keep
Common questions
No — the link in every email footer is pre-identified with a token that auth's the subscriber to their own profile only. They click, they land on the page already authenticated, they make changes, they leave. No password, no signup, no friction. The token is single-purpose (preference centre access only, not full account access) so the security model is appropriately scoped.
Every Mumara-sent email carries both. The unsubscribe link is the one-click full opt-out for compliance (RFC 8058 + RFC 2369) — required by Gmail and Yahoo bulk-sender rules. The preference-centre link is the softer alternative — it opens the centre page where the subscriber can choose less drastic options before getting to a total unsubscribe. Many sender accounts include both links in the footer so the subscriber picks the path that matches their actual intent.
Yes — configure per field. Email and identity fields are typically read-only (you don't want subscribers changing their own email address through the centre; that creates account-takeover risk). Profile fields (name, role, interests, segmentation-relevant custom fields) are editable. The platform's [Contact Management](/campaigns/features/contact-management/) controls which fields are editable per field type.
Yes — and this is its main value. Subscribers see their current per-list subscription status as checkboxes. They tick to subscribe, untick to opt-out. Per-list suppression scope (see [Suppression Management](/campaigns/features/suppression-management/)) means opting out of one list doesn't affect the others. The list-of-programs in the centre is configurable per installation; show only the lists the subscriber is actually on, or show all available programs so they can opt in to new ones.
Each subscriber has a frequency field on the contact record (Weekly / Monthly / Major-events-only). Campaigns and drips include a segment query that filters by frequency before sending. A weekly newsletter campaign includes only subscribers with frequency = Weekly. A monthly digest campaign includes Weekly + Monthly. A major announcement includes all three. The campaign-side logic is yours to design; the platform stores and exposes the field.
Yes — out of the box, the centre matches the basic branding you configure on the platform (your logo, your colour scheme). For deeper branding (custom HTML / CSS, fully replaced templates), the [White Labeling addon](/campaigns/addons/white-labeling/) extends control to the preference-centre HTML. Resellers / agencies typically use this for per-client branded centres.
Yes — each user has their own preference centre URL with their own branding (when using the White Labeling addon for the user). Subscribers of user A see user A's branded centre; subscribers of user B see user B's. Mumara routes the centre to the right tenant based on the identifying token in the link.
Yes — segments are dynamic queries against the contact data, evaluated at send time. A subscriber who unticks 'Promotions' is excluded from the next send to Promotions because the segment query at send time reflects the new state. No batch-update delay, no nightly sync — the platform's segmentation is real-time against the underlying contact record.
Yes — every preference edit is logged with the subscriber, the change, the timestamp, and the IP. The audit trail is the same compliance evidence the platform records for the original consent (see [Compliance](/campaigns/features/compliance/)). For right-to-rectify (GDPR) and right-to-modify (CASL) audits, the trail is queryable per subscriber.
Related
Per-list suppression scope is what makes 'partial unsubscribe' actually work. The preference centre writes to suppression.
Read moreField-editability is configured per custom field. The preference centre surfaces only the fields you mark subscriber-editable.
Read moreFrequency + program preferences become segment-query criteria. The dynamic segments reflect changes from the centre immediately.
Read moreThe preference centre is the self-service path for GDPR right-to-rectify and CASL right-to-modify. Audit trail included.
Read moreDeeper branding of the preference centre — custom HTML / CSS, replaced templates, fully tenant-isolated for resellers. Addon.
Read moreSelf-edited fields flow into the merge-tag stack — better profile data means better-personalised broadcasts.
Read moreMumara Campaigns · Profile Management
Profile Management ships with every Mumara Campaigns plan. Hosted preference centre on your brand, per-program subscriptions, frequency control, self-service profile edits, full audit trail. The retention surface that turns the unsubscribe link into the option of last resort.
