Look, nobody likes a stage-five clinger
Imagine you walk into your local pub in Paddington. You’re there for a quiet pint and maybe a bowl of chips. The bartender, instead of just saying 'G'day,' starts shouting the entire menu at you. Then he tells you about the trivia night three weeks away. Then he follows you to the toilet to tell you about a meat tray raffle.
You’d leave, wouldn't you? And you probably wouldn't go back.
Most small businesses in Brisbane are doing the exact same thing with their email. They get a customer's address and then proceed to pelt them with every single update, sale, and 'thought of the day' until that person gets fed up and hits the 'unsubscribe' button.
Once they hit that button, they’re gone. You can’t legally talk to them anymore. You’ve lost the chance to make another sale, and all because you were a bit too clingy.
There’s a better way. It’s called a preference centre.
Now, don't let the name bore you. It sounds like something a middle-manager would come up with in a windowless office. In reality, it’s just a simple page where your customers tell you: "Hey, I like you, but stop shouting. Just tell me about the stuff I actually care about."
It’s the difference between being the annoying bloke at the bar and being the mate who knows exactly when to shout a round.
Why should you care about this?
I get it. You’re busy. You’re running a crew, managing a shop, or juggling clients. Why spend time on a page that lets people hear from you less?
Because it makes you more money. Simple as that.
When people can choose what they get, they don't unsubscribe. They stay on your list. And if they stay on your list, you can keep selling to them.
If you’re worried about the tech side or the costs involved, you should check out our take on email platform costs to see where your money is actually going. Most of the time, the tool you’re already paying for has this feature built-in; you’re just not using it.
1. You stop being annoying
Nobody wakes up hoping for 400 emails. If I signed up for your plumbing tips, I don't necessarily want your monthly newsletter about your dog. A preference centre lets me opt-out of the dog photos but keep the 'how to unblock a sink' advice.2. Your emails actually get opened
Google and Outlook are smart. If people constantly delete your emails without opening them, those providers start sending your stuff straight to the junk folder. When people choose what they want, they open it. When they open it, Google thinks, "Right, people like this bloke," and keeps you in the main inbox. This is a huge part of how you get emails opened instead of ignored.3. You learn what people actually want to buy
If 80% of your list clicks 'Only send me EOFY sales,' then you know exactly what drives your revenue. You can stop wasting time writing long-winded updates that nobody reads and focus on the stuff that puts cash in the bank.How to set this up without losing your mind
You don't need a degree in computer science for this. Most platforms make it pretty easy. Here is the step-by-step on how to do it properly.
Step 1: Figure out your 'Buckets'
Don't overcomplicate this. Look at what you send. Usually, it falls into a few categories: The Big Sales: EOFY, Black Friday, Christmas. The Helpful Stuff: Tips, how-to guides, advice. The News: New staff, new location, 'we bought a new truck.' The Frequency: Monthly vs. Weekly.Write these down. These are your 'buckets.'
Step 2: Build the page
In your email tool (Mailchimp, Klaviyo, whatever you use), look for 'Subscription Preferences' or 'Form Builder.'You want a page that looks clean. Use your logo. Keep the colours the same as your website. If it looks dodgy, people won't trust it. Make sure it's easy to read on a phone, because that’s where 70% of your customers are looking at it. If you’re worried your current emails look a bit rubbish on mobile, have a look at our guide on fixing broken links and tiny text.
Step 3: Use 'Human' language
Instead of "Update your communication preferences," try: "How much of us can you handle?"Instead of "Segment A: Promotional Material," try: "Only tell me when there’s a massive sale."
Be a person. It builds trust.
Step 4: The 'Snooze' button
This is the secret weapon. Sometimes life gets busy. Maybe your customer is going on holiday or they’re just flat out at work. Give them an option to 'Snooze all emails for 30 days.'It’s much better to have someone go quiet for a month than to have them leave forever.
The "Honest Mate" Advice: What most agencies won't tell you
Look, I’ll be straight with you. Setting this up perfectly takes a few hours of fiddling around.
Most agencies will try to charge you three grand to 'optimise your brand's digital touchpoints.' Rubbish. If you’ve got a spare Saturday morning and a pot of coffee, you can probably get the basics done yourself.
If your business is doing over $500k a year, then yeah, pay someone to do it properly so it integrates with your sales data. But if you’re just starting to get serious about your list, just get something live.
Common mistakes (And how to avoid them)
1. Having too many options. If you give people 20 checkboxes, they’ll get a headache and just click 'Unsubscribe from all.' Stick to 3 or 4 clear choices.
2. Hiding the link. Don't make the 'Update Preferences' link font size 6 in light grey at the bottom of the email. Put it right next to the unsubscribe link. It says, "Hey, before you go, maybe we can just talk less?"
3. Ignoring the data. If everyone is opting out of your 'Weekly Tips,' then your tips probably aren't that helpful. Change what you’re sending.
What should you do first?
Go into your email software right now. Click on your last sent email. Look at how many people unsubscribed.
If that number is higher than 0.5%, you’re being the annoying bloke at the pub.
Your first move should be to create a simple 'Frequency' option. Ask them: "Do you want to hear from us Weekly or Monthly?"
That one change alone can save dozens of customers every single month.
Is it worth the effort?
Think of it this way. How much is a single customer worth to you over a year? A few hundred? A few thousand?
If a preference centre saves just five people a month from hitting 'unsubscribe,' and those people eventually buy from you again, the page has paid for itself a hundred times over.
It’s not about being fancy. It’s about not being a nuisance.
Treat your customers' inboxes with a bit of respect, and they’ll reward you with their business.
If you're sitting there thinking, "I don't even have time to send one email, let alone manage a preference page," then let's have a chat. We help Brisbane businesses sort this stuff out so they can get back to the actual work.
You can find us at Local Marketing Group. No jargon, no fluff, just more phone calls for your business.