marcloudconsulting.com 20 Why you need a preferences page One of the most important and efficient ways to remain GDPR compliant is to have a preferences page. A preference page lists all the Public Lists available in your account that a subscriber can opt in and out of. All Pardot accounts have a default preference center. This preference center allows each subscriber to select the types of communication and content they’d like to receive from you. For example, if you have two Public Lists for ‘Promotions’ and ‘Updates’, a subscriber can choose to select one or both of the Lists, to indicate their preference to receive some or all communications available from you. Having a preferences page means your subscribers can manage their own subscription whenever they wish, and indicates their explicit consent in receiving different communications from you, or their preference to opt out. To ensure complete GDPR compliance with your preferences page, remember to include a link to your privacy policy on the page. Also, when creating Lists be sure to enter a label and description within the List settings. These are public facing and ensure that subscribers fully understand the value of the List they are subscribed to but also, what they will receive when opting in to additional Lists. One other thing to note is that within Pardot you have the ability to customise your preferences page. It’s a great opportunity to help reduce your unsubscriber rate and create a better user experience for your subscribers - so it’s worth considering.