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A multi-tiered retailer saves $9.2M a year through digital adoption
Read the story → All case studiesEric Holtzclaw explains why an opt-down page should offer just three choices: opt out of everything, opt out of this message, or visit the preference center.

Eric Holtzclaw, Chief Strategist for PossibleNOW, discusses best practices for preference collection. He advises that when building an opt-down page, you should limit the number of choices to three: opt out of all communications, opt out of just the current communication, and an offer to go to the preference center. This approach is recommended because customers are typically in an annoyed state when they reach the opt-down page, and minimizing selections helps keep them engaged without further frustration. By simplifying the options, you can improve the customer experience and maintain better communication.
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