# Set up a preference centre

> Let subscribers choose what they hear about with interests, reducing unsubscribes and giving you ready-made segments.

Source: https://www.kualo.com/knowledgebase/contacts-audiences/set-up-a-preference-centre
Updated: 2026-06-10

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A preference centre lets subscribers choose what they hear from you about, rather than facing an all-or-nothing unsubscribe. It's a quietly powerful tool: people who can dial their interests down are far less likely to leave entirely, and the choices they make hand you ready-made segments. This guide covers setting one up using interests.

## Set up your interests

1. Select **Campaigns**, then the **Emails** tab.
2. Choose your contact list from the dropdown.
3. Click the **gear icon** on the right to open Manage Lists and Attributes.
4. Click the **Interests** tab.
5. Select **+ New Interest**, name it (for example "Sports"), and click **Save**.
6. Set its **visibility to public** so subscribers can see it.
7. Add as many interests as your content needs.
8. Click **Preview** to see your preference centre, and customise its look in your brand settings.
9. Test it by clicking the unsubscribe link in a campaign - subscribers reach the same place and can toggle their interests there.

## Public versus private interests

- **Public interests** appear in the preference centre for subscribers to opt in and out of - Sports, Technology, Health, and so on.
- **Private interests** aren't shown to subscribers; you use them internally to segment and target.

## Why it's worth it

A preference centre reduces unsubscribes by giving people an alternative to leaving, lifts engagement because the content is more relevant, and builds a richer picture of what your audience actually wants - all of which is good for your sender reputation.

## Troubleshooting

**It doesn't show to subscribers** - check the interests are set to public visibility, the preference-centre link is in your emails, and test the URL directly.

**Subscribers can't update preferences** - check the link hasn't expired, that their status is active, and test across browsers.

**Selections don't save** - avoid special characters in interest names, check your connection, and confirm you haven't hit a plan limit.

To group people by the interests they choose, see **[Create segments](/knowledgebase/contacts-audiences/create-segments)**. If a preference centre won't display, [open a support ticket](/knowledgebase/getting-started/how-to-create-a-support-ticket-in-mykualo).

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_Source: Kualo Knowledgebase — https://www.kualo.com/knowledgebase/contacts-audiences/set-up-a-preference-centre · © Kualo Ltd._