Pardot Knowledge Base

Email Preference Center Overview

Last Updated: Dec 08, 2016 | Print this Article

All Pardot accounts include ready-made landing pages for the unsubscribe page (represented by %%unsubscribe%% in your emails) and a default email preference page (represented by %%email_preference_center%% in your emails). You can also create custom email preference pages.

Managing Your Email Preference Pages

You can find your Email Preference Page from your Dashboard by navigating to Marketing > Emails > Preference Pages. By default, your primary Email Preference Page is named 'Default Email Preferences Page,' is titled 'Email Preference Center,' and is placed on a 'Pardot-Generated Default Email Preferences' layout template.

If left untouched, the email preference center pages will only include the required email field for your prospects. Pardot layout templates can be used to style these pages in the same way you would with other landing pages. We recommend that you update the default preference center page to mimic the look and feel of your website before sending your first emails.

Custom Email Preference Pages

You can create custom email preference center pages to allow your subscribers to manage which email lists they are subscribed to. See Creating Custom Email Preference Center Pages for more help.

If you want to use custom email preference center pages, you'll need to make sure to update the %%email_preference_center%% tags in your email templates. See Adding Custom Email Preference Center Pages to Emails for complete instructions.

What Your Prospects See

When prospects navigate to the default email preference page or one of your custom email preference pages, they will see all static lists visible on the page as well as any dynamic list they are currently on. If the prospect is not on any dynamic list, they will not see the dynamic lists on the page since prospects cannot be manually added to those lists.

Cookied prospects who navigate to the preferences page will also see a check next to each list they are currently a member of. The prospect can then decide if they wish to uncheck the box and remove themselves from the list, or opt into lists they are not yet on. Again, prospects cannot add themselves to dynamic lists but if they are currently on a dynamic list and remove themselves from the list, we will respect that action. The prospect will not be physically removed from the dynamic list (you will still see them on the list) however they will be opted-out of any emails that you send to the list.

Pardot users will see an "x" and "(unsubscribed)" next to the list name in Pardot and the CRM (if the list is CRM visible) if the prospect has unsubscribed from it.

In addition to managing their subscription preferences for each list on the email preference page, prospects will also be able to click a link to opt out from all email communications. This option will only display when a tracked prospect clicks on the email preference page link in a Pardot email (you will not be able to see it when viewing the page if you are not already tracked).

Note: If a prospect opts out of List A and are still a member of List B, when an email send includes both lists, the prospect will still receive the email.


  • If your Pardot account allows multiple prospects with the same email address and one prospect opts out or opts in to a list from your email preference center page, all other prospects with that email address will have their list memberships updated.
  • The opt out from all email communications link will only appear on the page to cookied prospects. If you're testing the page and don't see the link, add add yourself as a prospect and send yourself a test email.
  • All emails will need to include either %%unsubscribe%% or a variable tag for one of the email preference pages to allow prospects the option to opt out from future email communications. See Adding Custom Email Preference Center Pages to Emails for complete instructions on using custom pages.
  • Email Preference Page link clicks will not trigger completion actions, and aren't counted toward Total Clicks in email reporting.
  • Only public lists can be displayed on your email preference center pages. The default page will display all public lists. See Creating Public Lists for more information.
  • All Public Lists will be visible on your default email preference page.
  • You can style email preference pages using layout templates.
  • Public lists will be placed in alphabetical order on the email preference center based on their Name values. You can control the order of your lists by editing them and modifying the Name value. For example, you can add numerical values before each name to designate the order in which they should appear (i.e. 1. Monthly Newsletter, 2. Product Updates, etc).
  • You can include a variable tag for email preference pages (similar to the one for the unsubscribe link) in your emails by selecting email_preference_center in the Insert Variable Tag dropdown or by manually inserting the %%email_preference_center%% variable tag. This tag will be replaced with the link to your Default email preference center when the email is sent. See Adding Custom Email Preference Center Pages to Emails for help adding a custom email preference page instead.
  • If you have added dynamic lists to your preference page, you can use the Preview page with dynamic lists link on the email preference summary screen to see how all of your public lists will be ordered and displayed on your email preference page. If you have not added dynamic lists to your preference page, you will not see this link visible on the summary screen.

Need more? Start a conversation with other Pardot users in the Trailblazer Community